Morocco is taking a bold step to win back and grow its share of the world’s largest tourism market as ITB China 2025 opens Tuesday in Shanghai. The international B2B trade show, held through Thursday at the Shanghai World Expo Exhibition & Convention Center, is a key platform for building travel industry partnerships across Asia.
Over 600 exhibitors from 80 countries are expected to participate in this year’s expo, as well as 15,000 professional attendees, including over 1,000 buyers from 790 firms.
The Moroccan National Tourist Office (ONMT) is making a high-profile appearance with 15 co-exhibitors and a diverse agenda designed to attract Chinese tour operators and build long-term business ties.
Morocco’s booth is part of an official tour led by ITB China’s senior management and Chinese government officials, giving the kingdom significant exposure among decision-makers.
Morocco sees ITB China as a strategic lever in regaining its momentum in the Chinese market. After a record 142,000 Chinese tourists visited in 2019, the number dropped sharply during the pandemic. However, as of 2024, the numbers rebounded to 107,000 Chinese visitors, 75% of pre-pandemic levels.
The recovery followed a proactive campaign by ONMT, which rolled out a wide-ranging strategy involving strategic partnerships, digital and traditional promotion, media engagement, familiarization trips, and international roadshows.
Two new direct flight routes, Beijing-Casablanca by Royal Air Maroc and Shanghai-Casablanca by China Eastern, have also strengthened the connection.
According to the China Tourism Academy and UN Tourism, outbound Chinese travel surged from 87 million trips in 2023 to 130 million in 2024. Projections forecast 155 million travelers in 2025 and 200 million in 2028. With Chinese tourists now making up one in every ten global travelers, the stakes are high.
Morocco’s renewed push to court the Chinese tourism market is intended to reclaim its place on the Chinese travel map and position itself as a top destination in the world’s most powerful outbound market.
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