Hilton Expands Its Presence in Morocco with 15 New Hotels Announced
The international hotel group Hilton plans to significantly strengthen its presence in Morocco with the opening of 15 new establishments, bringing its national portfolio to 27 hotels, up from the current 12. This expansion underscores the growing importance of the Kingdom in the group’s strategy.
This announcement was made during a meeting held on April 8, 2026, in Rabat between Christopher J. Nassetta, CEO of Hilton, and Fatim-Zahra Ammor, the Minister of Tourism.
A Shift towards Premium Offerings with New Brands
As part of this expansion, Hilton is introducing two new brands to the Moroccan market: Tapestry Collection by Hilton and Curio Collection by Hilton, which are positioned in the boutique and lifestyle segments.
These brands are targeting projects in several Moroccan cities, including Casablanca, Marrakech, and Nador, with an emphasis on high-end hospitality and personalized experiences.
Hotel Projects in Multiple Cities Across the Kingdom
Among the announced projects are several iconic establishments:
Hilton Rabat: 162 rooms located within the Capital Mall, set to open in 2026.
DoubleTree by Hilton Nador Marina: 120 rooms, opening in 2028.
Tapestry Collection Chefchaouen: 100 rooms featuring a traditional hammam, opening in 2028.
Hilton Garden Inn Tétouan City Center: 97 rooms, scheduled to open in 2029.
Hampton by Hilton Benguerir: already operational, situated across from UM6P.
These projects illustrate a diverse implantation strategy covering not only major metropolises but also tourist and university towns.
A Thriving Tourism Sector
This acceleration in hotel investment is bolstered by Morocco’s record-breaking tourism performance. The Kingdom welcomed 19.8 million visitors in 2025, marking a 14% increase compared to 2024, generating 124 billion dirhams in revenue.
The set goal is to reach 26 million tourists by 2030, the year of the World Cup co-hosted by Morocco.
Morocco: A Strategic Market for Hospitality Giants
Hilton is not the only group banking on the Kingdom. Marriott also plans to open seven new hotels by 2027, while other players like Accor and Waldorf Astoria are increasing their investments.
This momentum reinforces Morocco’s position as one of the most attractive hotel markets on the African continent, driven by the growth of tourism, major international events, and infrastructure development.
