Morocco to Add 15 Hilton Hotels, Double Portfolio Ahead of 2030 FIFA World Cup

Morocco is set to expand its hospitality capacity with plans to add 15 new Hilton hotels, more than doubling the company’s current footprint of 12 properties, as part of a broader tourism strategy linked to the 2030 FIFA World Cup and rising international visitor demand.

Hilton pipeline to double Morocco portfolio

The expansion plan was reviewed during a meeting in Rabat between Tourism Minister Fatim-Zahra Ammor and Hilton President and CEO Christopher J. Nassetta, alongside senior officials including SMIT CEO Imad Barrakad and Hilton’s regional president Simon Vincent. The discussions focused on accelerating hotel development across the country.

Hilton’s pipeline includes 15 new hotels across both established and emerging destinations, which will significantly expand its presence beyond the current 12 operating properties in Morocco. The development will introduce additional international brands into the market, including Tapestry Collection by Hilton and Curio Collection by Hilton.

New projects are planned in key cities such as Casablanca, Marrakech, and Nador, reflecting a strategy to strengthen hospitality infrastructure in both primary tourism hubs and growing destinations.

Tourism targets drive expansion strategy

The hotel development aligns with Morocco’s national tourism roadmap, which aims to attract 20 million visitors by 2026 and increase arrivals to 26 million by 2030. Authorities have identified hospitality capacity expansion as a critical component of achieving these targets.

The tourism ministry has indicated that the sector is entering a sustained growth phase, supported by increased global demand and strategic investments. Public-private partnerships are being leveraged to accelerate hotel construction and improve accommodation availability ahead of major international events.

The addition of Hilton properties is expected to strengthen Morocco’s access to global distribution systems and international travel networks, further supporting inbound tourism growth.

Job creation and brand diversification

The planned Hilton expansion is expected to generate more than 2,000 direct jobs, contributing to employment growth in the hospitality sector. The introduction of new brands is also expected to diversify the country’s hotel offering, catering to different traveller segments and preferences.

By incorporating lifestyle and soft brands such as Tapestry Collection and Curio Collection, the expansion aims to enhance Morocco’s positioning in the global hospitality market while maintaining flexibility in design and guest experience.

The developments are part of a broader effort to strengthen service standards and expand the range of accommodation options available to international and domestic travellers.

Infrastructure upgrades support World Cup readiness

The hotel expansion forms part of a wider infrastructure push linked to Morocco’s preparations for the 2030 FIFA World Cup. The country is undertaking significant upgrades across airports, transport systems, and stadiums to accommodate increased visitor volumes.

Airport capacity is being expanded nationwide with financial backing from a €270 million loan from the African Development Bank. Key airports including Marrakech, Agadir, Tangier, and Fez are undergoing upgrades as part of this initiative.

The broader objective is to increase national airport capacity to 80 million passengers by 2030, up from the current 38 million. This expansion is expected to improve connectivity and support sustained tourism growth beyond the World Cup.

Hospitality modernisation and long-term outlook

In parallel with new hotel developments, Morocco is investing in upgrading its existing hospitality infrastructure. Under the Cap Hospitality program, approximately 25,000 hotel rooms are being modernised by 2026 to improve quality and competitiveness.

The combined approach of adding new properties and upgrading existing inventory reflects a coordinated strategy to enhance the overall tourism ecosystem. This includes improving accommodation standards, increasing room supply, and strengthening supporting infrastructure.

The Hilton expansion is positioned within this broader national effort to leverage the 2030 FIFA World Cup as a catalyst for long-term tourism growth. By increasing hotel capacity, enhancing infrastructure, and expanding global brand presence, Morocco is aiming to strengthen its position as a key destination in the international travel market.