Tourism: Best Western speeds up its development in Morocco with a goal of 25 hotels by 2030.
Morocco continues to confirm its attractiveness to major international hotel groups. Driven by the momentum in the tourism sector and the ambitions outlined in the national roadmap for 2023-2026, Best Western Hotels & Resorts has announced a significant development plan in the Kingdom, aiming to open 25 hotels and offer nearly 2,750 rooms by 2030.
Morocco’s Tourist Appeal Shines
The Moroccan tourism sector is experiencing robust growth. In 2025, the Kingdom welcomed 19.8 million tourists, marking a 14% increase compared to 2024. This impressive performance reflects the achievements of the 2023-2026 tourism roadmap, which focuses on enhancing air connectivity, diversifying tourism offerings, improving quality of services, and developing accommodation infrastructure.
This ongoing momentum continues to attract international investors, who are ramping up their projects in the Moroccan market.
Best Western Makes Morocco a Strategic Priority
In this favorable context, Best Western Hotels & Resorts unveiled its development strategy for the Kingdom in Casablanca.
The group has established BWH NWA, a new subsidiary based in Casablanca dedicated to hotel development in North Africa and the Mediterranean region. This initiative is complemented by an exclusive partnership with Wejhat Hospitality, responsible for facilitating the brand’s deployment in Morocco.
The stated objective is ambitious: to develop a network of 25 establishments representing nearly 2,750 rooms by 2030.
Tailored Development Across Regions
According to Pierre Siegel, President of Best Western France, the choice of Morocco is based on several factors: the country’s economic growth, its strong tourism potential, the quality of its infrastructure, and the significant transformations underway in the sector.
The group plans to deploy various brands across multiple cities and regions within the Kingdom. The strategy aims not just for quantitative expansion, but is built on an approach tailored to the unique needs of each destination, with offerings covering a range from mid-scale to upscale establishments.
Kénitra to Welcome the First Best Western Establishment
Among the first announced projects is the integration of the Nafora hotel, located in Kénitra.
This superior four-star establishment will join the Best Western network starting in 2027. The choice of Kénitra is justified by the city’s strong economic growth, its strategic position between the main urban centers of the Kingdom, and the quality of its road and rail infrastructure.
A Partnership to Attract New Investors
For Wejhat Hospitality Management Africa, Best Western’s exclusive partner in Morocco, this alliance opens new opportunities for investors and hotel operators looking to benefit from the brand’s recognition and international network.
Best Western maintains its historical model, allowing independent hotels to preserve their identity while benefiting from the commercial strength, distribution tools, and quality standards of the brand.
Renewed Confidence in Morocco’s Potential
For Best Western executives, the Kingdom today encompasses all the necessary attributes to become a strategic market for the group.
The ongoing growth of tourism, investments in infrastructure, and preparations for major international events—including the 2030 World Cup—bolster international operators’ confidence in the potential of the Moroccan market and the future development prospects of the hotel sector.
