Hilton Plans Major Expansion in Morocco with 15 New Hotels

The group aims to more than double its presence as Morocco accelerates investment in tourism capacity and strengthens its positioning ahead of 2030.

Key points

• Hilton plans 15 new hotels across Morocco, more than doubling its current footprint of 12 properties
• Expansion aligned with national tourism strategy and capacity-building agenda
• Projects expected to create over 2,000 direct jobs

The Moroccan government and Hilton have discussed plans to significantly expand the group’s presence in the country during a high-level meeting held on April 8 in Rabat.

The meeting brought together Tourism Minister Fatim-Zahra Ammor and Hilton President and CEO Christopher J. Nassetta. It also included Imad Barrakad, CEO of the Société Marocaine d’Ingénierie Touristique (SMIT), and Simon Vincent CBE, Hilton’s Executive Vice President and President for Europe, the Middle East and Africa.

Tourism Momentum Drives Expansion

Authorities noted that Morocco’s tourism sector has reached a phase of sustained growth, supported by rising visitor flows and continued investment in accommodation capacity. Minister Ammor described the sector as having entered a « real and lasting » growth phase, pointing to the record 20 million tourists welcomed in 2025 as evidence of that trajectory.

« This is the result of an ambitious vision and a structured roadmap built on strategic levers, including the strengthening of hotel capacity, » Ammor said. « For investors, the Kingdom offers a stable environment, supported by reforms and targeted incentives. Hilton’s expansion in Morocco reflects exactly the kind of quality partnership our government actively supports and will continue to accompany. »

Hilton presented its current portfolio and outlined plans to accelerate development across both established and emerging destinations. The expansion is also aligned with Morocco’s broader ambition to strengthen its hospitality infrastructure ahead of major international events, including the 2030 FIFA World Cup, which the country will co-host with Spain and Portugal.

Hotel Pipeline Set to More Than Double

Hilton plans to open 15 new hotels in Morocco, more than doubling its current footprint of 12 properties. The expansion will introduce brands not yet present in the country, including Tapestry Collection by Hilton and Curio Collection by Hilton — both positioned in the boutique and lifestyle segments. Target destinations include Casablanca, Marrakech, and Nador.

The projects are expected to generate more than 2,000 direct jobs and deepen Morocco’s integration into global hospitality and distribution networks.

A Sector Powering National Growth

Tourism and hospitality remain a key pillar of Morocco’s economy, directly contributing approximately 7% of GDP and playing a significant role in foreign exchange earnings. In 2025, the country welcomed a record 19.8 million visitors — a 14% increase on 2024 — driven by stronger air connectivity, infrastructure expansion, and targeted promotional campaigns. Tourism receipts reached approximately $13.5 billion through November 2025, reflecting both rising arrivals and higher per-visitor spending.

The sector continues to benefit from a national tourism roadmap targeting 26 million visitors by 2030, alongside major investments in hotel capacity, transport infrastructure, and destination development. These reforms aim to cement Morocco’s position as a leading global tourism destination while supporting job creation, regional development, and long-term economic diversification. The government’s Cap Hospitality programme is also financing the modernisation of 25,000 hotel rooms by 2026 as part of its World Cup readiness push.