Alliances and Rixos Launch “Luxury All-Inclusive” Concept in Morocco
The Alliances Group and Rixos Hotels signed a letter of intent in Casablanca on Friday, officially announcing the arrival of a new premium hotel concept in Morocco: “Luxury All-Inclusive.” The agreement was made between Alami Lazraq, president of the Alliances Group, and Fettah Tamince, founder and president of Rixos Hotels, in the presence of the Minister of Tourism, Fatim-Zahra Ammor, and the Director General of SMIT, Imad Barrakad.
A Strategic Partnership to Enhance National Tourism Offerings
On this occasion, Alami Lazraq emphasized that this partnership marks a significant milestone in the evolution of the Alliances Group, while also contributing to the transformation of the national tourism landscape. He reaffirmed the Group’s commitment to developing structural projects that create value and focus on territorial development.
He also highlighted the shared ambition of introducing an innovative hotel model in Morocco that combines excellent service, cultural immersion, and high-end experiences. This new positioning aims to enhance the Kingdom’s attractiveness and establish it as one of the most innovative destinations on the international stage.
Lazraq stressed the human aspect of this collaboration, which will promote the skill development of young Moroccan talents and generate new economic opportunities in several regions of the country.
Rixos Hotels is Banking on the Kingdom’s Exceptional Potential
For his part, Fettah Tamince expressed great satisfaction in realizing this partnership in Morocco. He firmly believes in the remarkable potential of the Kingdom to become one of the leading global tourist destinations, thanks to its strategic location, rich cultural heritage, and the renowned hospitality of its people.
According to him, “If there is a country made for tourism, it is indeed Morocco.” This belief, he added, encouraged Rixos Hotels to engage in an ambitious partnership that is sustainable and perfectly aligned with the country’s tourism vision.
A Partnership Aligned with Morocco’s Ambitions for 2030
This collaboration aligns with the national strategy aimed at enhancing the premium tourism offering, especially in anticipation of major worldwide events such as the 2030 World Cup. The launch of the “Luxury All-Inclusive” concept will attract new customer segments and expand Morocco’s visibility in key markets: Turkey, Russia, Gulf countries, and Eastern Europe.
