Major Spanish hotel chains, including Barcelo, Riu, Iberostar, and Melia, are capitalizing on Morocco's thriving tourist industry. With headquarters in Spain, these industry giants, currently managing eighteen hotels in Morocco, are set to expand further in a market that witnessed record-breaking numbers in 2023, surpassing pre-pandemic levels. Morocco's stability, both politically and socially, compared to neighboring countries, makes it an appealing investment hub. In the first eleven months of 2023, the country welcomed an impressive 13.2 million tourists, exceeding pre-pandemic figures. Barcelo, one of the leading players in this trend, operates eight hotels in six Moroccan cities and plans to invest over 80 million euros ($87.4 million) for new 4 and 5-star hotels in Casablanca and Rabat.
The Riu hotel chain, present in Morocco since 2002, manages two hotels and a palace in Agadir, along with properties in Marrakech and Taghazout. Iberostar, with three hotels in Morocco, notes positive growth driven by increased demand, especially from European markets. Melia, headquartered in Spain and with an existing hotel in Marrakech, anticipates strong performance in 2024 and actively explores new opportunities in Morocco. This expansion trend extends beyond major chains, as even smaller hotels like Inveravante join, establishing five hotels in Tangier and Casablanca.