Chinese tourists are pouring into one of Morocco’s most famous sites, drawn by its culture and landscapes. Their enthusiasm - and spending - are providing a boost to the local economy at Ksar Aït Ben Haddou.

Aït Benhaddou

Aït Benhaddou, a UNESCO World Heritage Site in southern Morocco, has seen a notable rise in Chinese tourists in recent years. Attracted by the country's historic sites, diverse landscapes, and traditional crafts, Chinese visitors have become an increasingly important part of Morocco's tourism sector.

The number of Chinese tourists surged after Morocco lifted visa requirements, with arrivals climbing from fewer than 10,000 annually before 2016 to over 140,000 in 2019. Despite a pandemic-related decline, numbers have rebounded, and further growth is expected with the introduction of direct flights. Local businesses, including restaurants, are adapting to meet the preferences of Chinese guests, whose enthusiasm and spending are contributing to the region's economic vitality.

Morocco sees surge in Chinese tourists

This is Sar 8 Ben Haddou, a UNESCO World Heritage Site in southern Morocco. The North African country has long been a draw for foreign tourists, but in recent years, locals are seeing a growing number of visitors from China. They're intrigued by the country's historic sites, varied landscapes and traditional handicrafts. One of the main reasons I chose to travel to Morocco this time is because I watched a North African film, which made me very fascinated by Casablanca and the customs and culture of Morocco. Whatever it is that's attracting Chinese tourists to Morocco, it's working. In the last 10 years, their numbers have increased exponentially. Before 2016, there were fewer than 10,000 Chinese tourists a year, but after the King of Morocco cancelled visa requirements, their numbers increased significantly until reaching over 140,000 tourists in 2019. During COVID, there was a decline across all markets, but in 2023 and 2024, we saw strong momentum. Once direct flights open between Morocco and China, that number could reach 250,000 or even 300,000. Also high on the agenda of most Chinese tourists is sampling the local cuisine. This is the Oasis Door restaurant in 8 Ben Haddou. Chinese tourists are different from other types of clients and we try to satisfy them in every way. They enjoy discovering Moroccan cuisine, which is very different from Asian food. We aim to please them with various Moroccan dishes like tagine and couscous, and especially with warm water, which is very important to them. The Chinese visitors' enthusiasm and spending are providing a boost to Morocco's tourist economy.

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