• Projects to create 5,500 jobs, introduce first Luxury All-Inclusive resorts
• Part of Morocco’s plan to attract 26M tourists by 2030 ahead of the World Cup

Turkish hotel chain Rixos Hotels and Moroccan real estate developer Alliances Group signed a letter of intent on Friday, November 7, to build several luxury hotels in Morocco, with a total investment of 3 billion Moroccan dirhams, or about $320 million.

The agreement was signed in Casablanca by Mohamed Alami Lazraq, CEO of Alliances Group, and Fettah Tamince, founder of Rixos Hotels, in the presence of Morocco’s Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor.

The partnership covers three new hotels under the Turkish group’s brands. Rixos Marrakech will cover 26 hectares and include more than 400 rooms and around 60 villas. Alliée Marrakech will have 150 rooms and 50 villas. Rixos Lixus Larache will feature 400 rooms. Together, the three projects are expected to create 2,500 direct jobs and more than 3,000 indirect jobs. Rixos Hotels and Alliances also said that feasibility studies for additional hotels are underway in other regions of Morocco. The projects are set to introduce Morocco’s first Luxury All-Inclusive resorts.

“Today marks a new milestone with Rixos Hotels. Together, we are bringing an innovative hospitality concept to Morocco, one that combines the excellence of high-end service with generosity and an immersive guest experience,” said Alliances Group CEO Lazraq at the signing ceremony. He added that the partnership aims to complement Morocco’s existing tourism portfolio and help position the country among the world’s most forward-looking destinations.

Rixos Hotels founder Tamince praised Morocco’s potential, saying, “It has always been a dream for me to do something in Morocco because I believe the country has the greatest potential to become the number one destination in the world, thanks to its geography, history, and people. If there is one country made for tourism, it is Morocco, and I sincerely believe that.”

The partnership fits with Morocco’s strategy to strengthen its appeal and diversify its tourism sector ahead of major international events such as the 2030 FIFA World Cup, which it will co-host with Spain and Portugal. Morocco welcomed 17.5 million tourists in 2024, up from 14.5 million in 2023, surpassing Egypt’s 15.7 million visitors. The North African country aims to attract more than 26 million tourists by 2030 and rank among the world’s top 10 destinations.

Walid Kéfi

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