Morocco Takes a Decisive Step to Attract Chinese Travelers

Morocco is making significant strides to entice Chinese tourists, one of the most dynamic travel markets globally. The kingdom positions itself as a pioneer by adopting the international certification “Welcome Chinese,” the only official standard validated by the Chinese government.

“Welcome Chinese”: A New Era for Sino-Moroccan Tourism, Led by Yangjin He

At the heart of this initiative is Yangjin (Yummy) He, a fascinating businesswoman who embodies the connection between Morocco and China. Originally from China, He holds a degree in tourism management from Southwest Jiao Tong University and an MBA from Thailand. She began her career as a journalist and facilitator before leading marketing efforts for major five-star hotels.

Having lived in Morocco for over a decade, He has built a robust network in economic and tourism circles. Through establishing a travel agency, Chinese restaurants, a hotel, an import-export company, and a service business, she has forged close ties with both Chinese and Moroccan business communities. This dual experience, both in China and Morocco, allows her to grasp the expectations of Chinese travelers while being well-versed in local market realities.

“I have always believed that travel is a bridge between cultures. With Welcome Chinese, we are creating this bridge so that Morocco becomes a familiar, welcoming destination perfectly tailored to the needs of Chinese visitors,” He explains.

An Internationally Recognized Excellence Label

The “Welcome Chinese” certification has been designed to meet the specific needs of Chinese travelers: communication in Chinese, culturally appropriate dining, hospitality that aligns with cultural standards, and convenient payment methods such as China UnionPay.

Businesses that join this program gain major visibility and promotional opportunities through the network of the China Tourism Academy (CTA), with support from official partners like China Central Television (CCTV), the Chinese public television network.

Already embraced by global references such as Paris Airports, Rome’s Fiumicino Airport, Accor Hotels, and the Ferrari Museum, this label is recognized as a symbol of trust and quality.

New Opportunities for Morocco

With its rollout in Morocco, Welcome Chinese opens fresh perspectives for tourism stakeholders: hotels, restaurants, museums, airlines, train stations, shopping centers, and cultural sites, among others.

For Yangjin He, this initiative is much more than just a label:
“It’s an opportunity for Moroccan tourism players to connect directly with the Chinese distribution network and enjoy unique visibility in this market.”

This certification is set to become an essential passage for those looking to enhance their appeal and establish lasting connections with one of the most influential tourist markets in the world.