In Morocco, how is Accor preparing for the 2030 World Cup?

Despite the sale of its shares in Risma, the hotelier continues to deploy an ambitious strategy in the kingdom, with the 2030 Football World Cup in focus. Accor in Morocco has thirty years of history. It all began at the end of the 1990s when former president Jacques Chirac recommended Gérard Pélisson, co-founding president of the Accor group, to His Majesty the late Hassan II as part of his vision for tourism. Today, it is a group that makes “Morocco a strategic zone in its development on the continent”, tells us Réda Faceh, director of development of the group for North Africa and West Africa. “Morocco is a strategic country for the Group in Africa and it is therefore no coincidence that we operate more than forty hotels in the Kingdom. The strategy is to densify the current network, particularly with the brands Fairmont, MGallery, Pullman, Movenpick, Novotel, Mercure… while at the same time developing the Group’s new brands not yet present in Morocco, such as Orient Express, Swissotel, Rixos, Mama Shelter, Tribe, Jo & Joe…”

And today, in light of certain major events that Morocco intends to host, Accor has no shortage of projects. Let us also remember that the country is setting records in terms of tourism. In 2023, despite the earthquake that struck the regions of Marrakech and Ouarzazate in September, it reached 14.5 million admissions, an unprecedented number. Morocco also hosted the annual meetings of the IMF and the World Bank in Marrakech barely a month after the earthquake. OPPORTUNITIES ON THE HORIZON! Great opportunities lie ahead: in 2025, Morocco will be the host country of the African Cup of Nations (CAN), and in 2030, it will co-host the Football World Cup with Spain and Portugal. No question, therefore, for the hotel giant to give up on such a promising market.

If no timetable has yet been set, Réda Faceh nevertheless reveals to us the objective of “doubling the park”, currently made up of around forty establishments. Without commenting on future contracts, the manager mentions discussions with investors, all of whom would be new partners of the group. “However, we must remember that our vision of development is part of strengthening the tourism offer in Morocco. This strategy will clearly benefit from the attraction effect of the World Cup but it is, however, long-term,” specifies Réda Faceh. He adds: “We also want to create an offer in remote areas and with competitive prices. »