China and Morocco share cultural ties that are set to become even stronger, especially as new visa-free travel gives greater potential to further exchanges, Yang Feiyue reports.

Ma Kai couldn't have been more thrilled two weeks ago when he finally received approval for his transport license, the key to unlocking his vision for tourism in Morocco.

Nine months after applying, his tourism operation Yuetu in Casablanca became one of the first Chinese-owned travel companies to obtain a license since the pandemic.

"We've bought new vehicles and hired reliable drivers," says the man in his 30s, originally from Central China's Henan province.

Owning a fleet of vehicles now means full control over the travel experience, ensuring his clients receive seamless service, from airport pickups to desert excursions.

Ma observes that the tourism industry has rebounded to its pre-pandemic levels since 2023, with a significant increase in Chinese business travelers.

After graduating from Beijing Foreign Studies University with a degree in Arabic language and culture, Ma has built a unique life and career in Morocco.

He is drawn to the country's rich history and the allure of its diverse landscapes spanning the Atlantic Ocean, the Mediterranean Sea and the Sahara desert.

His fascination with Morocco began during his university years when he learned about famed Moroccan traveler Ibn Battuta and the country's geographic wonders. When Morocco introduced visa-free travel for Chinese nationals in 2016, Ma began conducting market research and laying the groundwork for his tourism venture.

Upon arrival, he immersed himself in the local tourism industry, working as a guide and translator to understand the market firsthand.