In a first for a North African destination, the Moroccan National Tourism Office (ONMT) has launched the process to obtain the international China Ready certification, granted by the accredited agency CBISN, a partner of the Moroccan institution in Beijing. According to an ONMT press release, this initiative is part of a broader strategy to open up to high-potential tourist markets, confirming that Morocco «meets the standards of hospitality, communication, and services tailored to Chinese clientele»—with the goal of boosting tourist flows from the Middle Kingdom. The Chinese market is indeed «one of the most dynamic and demanding in the world», Achraf Fayda, Director General of the ONMT, emphasized that «this label is much more than a simple certification; it's a passport to a market of over 150 million traveling tourists each year, with strong purchasing power and a growing curiosity for cultural destinations». According to ONMT, obtaining the label requires a thorough audit of the destination, evaluating infrastructure, services, and tourism offerings to identify necessary adjustments. In parallel, operator training is essential. As part of this process, a China Ready workshop-seminar was held on May 7 in Rabat to raise awareness among national stakeholders about the realities of this market and to integrate them into the dynamic. «The next phase of the program involves organizing a major B2B event in Morocco, bringing together around sixty influential Chinese agencies to build strong commercial partnerships with Moroccan tourism operators», the statement adds. The following step will be the implementation of adapted services, including translating materials into Mandarin, accepting Chinese payment methods, and hiring Mandarin-speaking staff to ensure a smooth and welcoming experience for Chinese travelers. With this certification, the ONMT aims to triple the number of Chinese tourists visiting Morocco by 2027, relying on strengthened partnerships with tour operators, airlines, and Chinese online booking platforms.
