Hilton Plans 15 Morocco Hotels as Tourism Demand Keeps Climbing

Hilton announced that it plans to open 15 new hotels in Morocco, more than doubling its current presence in the country.

The group now operates 12 hotels in Morocco and has 15 more projects in development across ten brands. Hilton said the expansion is expected to create more than 2,000 local jobs.

Morocco becomes a stronger market for international hotel companies. The country is attracting more leisure tourists, business travelers, and event visitors.

The new hotels will spread across several destinations

Hilton’s pipeline includes projects in Casablanca, Marrakech, Nador, Tetouan, and Chefchaouen. This shows that the company is not only betting on Morocco’s most famous tourism cities. It is also targeting business districts, coastal areas, and cultural destinations where demand is growing.

Casablanca will get Morocco’s first Tapestry Collection by Hilton hotel in 2028. The 90-room property will open in Gauthier, a central district known for business, restaurants, and lifestyle demand. Another Tapestry Collection hotel is planned for Chefchaouen, the mountain city known for its blue-painted streets. That property is also expected in 2028 and will have 100 rooms.

In Marrakech, Hilton is developing Eden Palm Marrakech under its Curio Collection brand. The 62-room hotel is scheduled for 2029 and will serve both leisure guests and business events. Hilton will also add DoubleTree by Hilton Nador Marina in 2028 and Hilton Garden Inn Tetouan City Center in 2029, strengthening its position in northern and coastal Morocco.

Morocco’s tourism growth explains the timing

Morocco welcomed a record 19.8 million tourists in 2025, up 14 percent from the previous year. Tourism is a major part of the country’s economy because it supports jobs, brings in foreign currency, and encourages investment in airports, hotels, restaurants, and transport. Tourism accounts for about 7 percent of Morocco’s GDP.

The country is also preparing for stronger demand before 2030, when it will co-host the FIFA World Cup with Spain and Portugal. Morocco wants to reach 26 million visitors by then. To support that target, it has been adding air routes, promoting more destinations, and encouraging hotel development.

That makes Hilton’s expansion easier to understand. As visitor numbers rise, Morocco needs more internationally recognized hotels with reliable service, loyalty programs, event space, and easy booking through global travel platforms.

Waldorf Astoria gives Hilton a luxury flagship near Rabat

Hilton has also opened Waldorf Astoria Rabat Salé, its first Waldorf Astoria hotel in Morocco. The property is located inside the Mohammed VI Tower in Salé, near Rabat. It has 55 rooms and suites, with views of Rabat, Salé, the Bouregreg River, and the Atlantic Ocean.

The hotel is part of a larger $700 million skyscraper project that includes offices, luxury apartments, restaurants, and shops. The tower is expected to create 450 direct jobs and 3,500 indirect jobs. The project also supports Morocco’s effort to raise the profile of Rabat and Salé as business and tourism hubs.

The latest data shows demand is still rising

Morocco’s tourism growth continued in early 2026. The country welcomed 4.3 million tourists in the first quarter, up 7 percent from the same period last year. March was especially strong, with arrivals rising 18 percent year over year.

The tourism ministry linked the growth to better air connectivity, more source markets, and improved accommodation and entertainment options. Tourism revenue reached 21.4 billion dirhams (about $2.3 billion) by the end of February, up 22.2 percent from a year earlier. For Hilton, those figures support the case for expanding now, not only ahead of the 2030 World Cup.

Morocco fits Hilton’s wider growth push

Hilton’s Morocco plan also fits the company’s wider global expansion strategy. Hilton entered 2026 with a record development pipeline of 520,500 rooms and expects 6–7 percent net unit growth this year.

The company is not only growing in luxury, but also expanding in faster-growing midscale and upper-midscale markets, including a recent deal to develop 125 Hampton by Hilton hotels in India.

Morocco follows the same direction: Hilton is adding more branded supply in markets where tourism demand is rising, international arrivals are growing, and long-term hotel development still has room to expand

Photo by Jimmy Woo on Unsplash