Alliances and Rixos Unveil “Luxury All-Inclusive” Concept in Morocco
The Alliances Group and Rixos Hotels signed a letter of intent in Casablanca on Friday, officially marking the introduction 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 General Director of SMIT, Imad Barrakad.
A Strategic Partnership to Enhance National Tourism Offerings
On this occasion, Alami Lazraq emphasized that this partnership represents a significant milestone in the evolution of the Alliances Group, while also contributing to the transformation of the national tourism landscape. He reiterated the Group’s commitment to developing structural projects that create value and are focused on territorial development.
He also highlighted their shared ambition to introduce an innovative hotel model in Morocco, combining excellence in service, cultural immersion, and a high-end experience. 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 facilitate the skill development of young Moroccan talents and generate new economic opportunities in various regions of the country.
Rixos Hotels Bets on Morocco’s Exceptional Potential
For his part, Fettah Tamince expressed great satisfaction in bringing this partnership to fruition in Morocco. He firmly believes in the remarkable potential of the Kingdom to become one of the world’s leading tourist destinations, thanks to its strategic location, the richness of its cultural heritage, and the renowned hospitality of its people.
According to him, “If any country is shaped for tourism, it is Morocco.” This belief, he added, has encouraged Rixos Hotels to commit to an ambitious and sustainable partnership that is perfectly aligned with the country’s tourism vision.
A Partnership Aligned with Morocco’s Ambitions for 2030
This collaboration fits within the national strategy aimed at enhancing the premium tourism offering, particularly in light of major global events like the 2030 World Cup. The launch of the “Luxury All-Inclusive” concept will attract new customer segments and expand Morocco’s visibility in strategic markets: Turkey, Russia, Gulf countries, and Eastern Europe.
