A North African country associated with the bright colors of Marrakech and the maze-like medina of Fez, Morocco has always been a popular tourist destination for travelers from all over the world.
In 2026, however, the country is experiencing a tourism boom like never before. Government visitor statistics show that nearly 20 million international tourists came to the country last year, which is a jump of nearly 20% from a year ago.
Major tourist destinations such as Marrakesh have been seeing a nearly 40% increase in overnight stays. Given its location between the North Atlantic Ocean and the Mediterranean Sea, Morocco has also become a reroute destination for cruise lines unable to go to the Middle East this year.
Hilton opening 6 new Morocco hotels by 2030, new Waldorf Astoria opens
Multiple major hotel chains have capitalized on this growing interest and demand, with new properties at different price points already opened or slated to be built in the next five years.
The luxury Hilton brand Waldorf Astoria just opened the 55-room property inside the tallest building in the country, the 55-story Mohammed VI Tower. The Waldorf Astoria Rabat Salé is a major investment in the luxury space. The chain giant is also slating new Tapestry Collection developments in Casablanca and Chefchaouen in the Rif Mountains by 2028.
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The Hilton brand is given to hotels with a unique architecture and design integral to the specific destination. The hotel chain has also signed plans to open a mid-range DoubleTree property and another Curio Collection one in Marrakech by 2029. The DoubleTree by Hilton Nador Marina will also be opening in the coastal town in 2028.
Competing French hotel giant Accor has also set its sights on Morocco with the new Sofitel Tangier for 2029 and a partnership with local hotel group Risma to launch a tourism academy meant to pump local talent into the hospitality and travel industries.
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“Morocco’s tourism potential”: Accor also sets sights on North African country
“We confirm our confidence in Morocco’s tourism potential,” Accor CEO Sébastien Bazin said when announcing the new projects in 2026.
Owned by global hospitality group Jin Jiang International, the global Radisson chain is also planning new openings with new Radisson Blu Hotel & Apartments and Radisson RED properties in Casablanca currently under construction for 2028.
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The 120-room Lincoln Casablanca also opened in early 2026 after the oldest hotel in the city was acquired by the group. Radisson recently hit a milestone of opening its 100th hotel in Africa while Morocco remains the chain’s primary growth market.
All three chains have been saying similar things about the growing tourism interest in Morocco that is only expected to increase in the coming years as well as the need to expand beyond major cities and into more under-the-radar destinations across the country.
“The next phase evolves into a geographic focus in Morocco and Nigeria and strengthens our presence in South Africa with a concrete pipeline under construction,” Radisson Hotel Group Chief Development Officer Elie Younes said in a statement earlier this year.
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