Morocco’s National Tourism Office and China Eastern Airlines signed a strategic partnership agreement Monday in Rabat aimed at intensifying promotion of Morocco as a destination in the rapidly growing Chinese market.
Tourism Minister Fatim-Zahra Ammor presided over the ceremony where ONMT Director General Achraf Fayda and China Eastern Airlines President Wang Zhiqing initialed the accord. The partnership confirms the rising importance of Asian markets and outlines integrated marketing strategies,joint promotional activities,press trip organization,and optimized air connections to Morocco.
“This partnership aligns with our ambition to establish Morocco as an exceptional destination for travelers worldwide. With China Eastern Airlines,we consolidate our Asian presence and affirm our diversification strategy,” Ammor stated,emphasizing the agreement’s significance for Morocco’s international profile.
ONMT chief highlighted the cooperation’s long-term tourism development vision,noting the partnership demonstrates Morocco’s capacity to forge strategic alliances with major global aviation players while opening the kingdom to dynamic,demanding markets through authentic,high-end,and exclusive tourism offerings.
The partnership follows January 2025’s launch of the Shanghai-Casablanca route via Marseille operated by China Eastern. A direct service will commence in October 2025 with three weekly frequencies,connecting Casablanca to China’s primary source market alongside Royal Air Maroc’s direct Beijing-Casablanca service.
Through this collaboration,ONMT aims to strengthen Morocco’s visibility among targeted audiences through immersive,differentiated offerings focused on cultural discovery,heritage,and high-level hospitality. The tourism office seeks to attract one million Chinese tourists by 2030 while positioning Morocco as Africa’s reference tourism hub.
The partnership represents Morocco’s broader strategy to diversify source markets and capitalize on Asia’s growing outbound tourism potential.
United News - unews.co.za