Journeys of understanding

Ma's observations mirror a larger trend recognized by Morocco's tourism authorities. As Chinese arrivals rebound, the government is actively cultivating this market.

Hicham Bellaziz, director of China at the Moroccan National Tourism Office, has promoted Morocco across China for two years and witnessed over a 70-percent increase in Chinese arrivals during the 2023-24 period.

"Tourism from China has steadily increased each year, peaking in 2019, when we welcomed over 150,000 Chinese visitors," he says.

"The visa-free policy is a key factor in boosting these numbers. With two direct flights added to connect Beijing and Shanghai, we are confident we will surpass the 2019 figures," he adds.

Bellaziz sees great potential in cooperation between Morocco and China, as the two countries share a culture deeply rooted in respect for tradition.

"This shared cultural reverence forms a foundation for mutual understanding," he says.

Morocco has collaborated with big tourism players in China following the pandemic to relaunch their activities and introduce what Morocco offers on Chinese social media platforms like WeChat and RedNote.

Additionally, Moroccan authorities have organized trade events in cities like Beijing, Shanghai, and Guangzhou and Shenzhen in Guangdong province to showcase Morocco's diverse tourism offerings.

"One of Morocco's greatest appeals is its cultural diversity. From the coastal city of Casablanca and the majestic Sahara desert to the vibrant blue of Chefchaouen, each place offers a unique experience. For Chinese travelers, this variety resonates with their desire to explore different layers in one trip," Bellaziz says.