Kingdom
Tourism: Morocco steps up its outreach to China, the global leader
In a context of strong growth in Chinese arrivals, the Moroccan National Tourist Office (ONMT) is leveraging ITB China—the country’s leading travel industry trade fair—to establish new strategic partnerships with Chinese travel sector stakeholders.
The travel industry is gathering in Shanghai from Tuesday to Thursday for ITB China 2026. Held at the Shanghai World Expo Exhibition and Convention Center, this B2B trade fair has established itself as a key hub for networking and business opportunities within China’s travel industry.
This year, the event brings together more than 900 exhibitors from 85 countries and regions, as well as 1,700 professional buyers, marking a 20% increase compared to the previous edition. The offer spans a wide range of sectors: destinations and tour operators, booking systems, transport companies and hotel establishments. Business tourism, a rapidly growing segment, will receive particular attention during this edition.
In this context, the Moroccan National Tourist Office (ONMT) once again stands out with a strong presence. A delegation of industry professionals has been mobilised, supported by a highly visible Moroccan pavilion and a programme focused on developing structured partnerships with Chinese travel stakeholders.
This participation comes at a particularly favourable time. According to the Kingdom’s embassy in China, Morocco welcomed 106,000 Chinese tourists in 2024, a figure that rose to 200,000 in 2025. This performance reflects the tangible effects of a proactive strategy, with China designated as a priority strategic market by the ONMT. ITB China thus represents a decisive springboard for Morocco in attracting one of the world’s most sought-after clienteles.
The stakes are high. Representing one in ten tourists worldwide, China is the leading global tourism market in both volume and revenue. According to the China Tourism Academy and UN Tourism, outbound travel from China could reach 200 million travellers by 2028—a considerable potential that Morocco is keen to fully capitalise on.
