Rixos Hotels Announces Major Expansion in Morocco with New Luxury Resorts in Marrakech and Larache, Here’s All You Need to Know

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Rixos Hotels, one of the largest Turkish resort chains, announced the collaboration with Groupe Alliances to develop the first three of many luxury hotels to be constructed in Morocco, thus creating a significant boost in the Moroccan tourism industry. This partnership is the first of many steps repositioning Morocco in the world tourism map, specifically for high-end luxury tourism, for which 3 billion dirhams will be allocated. Rixos Hotels will combine luxury facilities with the Moroccan industry, tourism and art; Morocco will offer luxury tourism and integrate the country’s art in the world tourism industry, thus beauty.

Rixos Hotels will transform the Moroccan tourism industry, specifically the luxury segment. Rixos hotels will construct the first three luxury hotels in Morocco and the first three will be situated in the two most important Moroccan cities, Marrakech and Larache. This will comprise of 950 rooms and more than 110 luxury villas and will be one of the first Moroccan hotels complying to international luxury service standards.

The First Rixos Resort in Marrakech: A 5-Star Experience in the Red City

The first resort, located in Marrakech, will be an expansive property covering 26 hectares (about 64 acres), positioning it as a flagship property for Rixos in Morocco. This luxury resort will feature over 400 rooms and 60 villas, offering high-end accommodations for both leisure and business travelers. The resort will set new standards for all-inclusive luxury in the Red City, blending Moroccan influences with Turkish hospitality to create a unique, culturally rich atmosphere for guests.

Marrakech, known for its vibrant culture, bustling souks, and stunning palaces, will benefit from the addition of this resort, offering tourists an elevated level of comfort and service. The resort’s design will reflect the essence of Moroccan heritage, with lush gardens, exquisite architecture, and top-tier amenities. Guests will have access to state-of-the-art wellness facilities, gourmet dining, and a range of leisure activities, making it an attractive option for both international tourists and those visiting for business purposes.

The introduction of this resort is expected to further strengthen Marrakech’s position as one of the world’s most sought-after destinations for luxury travel. The city is already a favorite for travelers seeking a mix of cultural immersion and modern luxury, and this development will only enhance its appeal.

The Aliée by Rixos Brand: Wellness and Family-Focused Luxury

The second resort in Marrakech will be part of the Aliée by Rixos brand, a new sub-brand focused on wellness and family-friendly offerings. This resort will feature 150 rooms and 50 villas, providing a more intimate, yet equally luxurious, experience for guests seeking relaxation and rejuvenation. With a focus on wellness, the resort will offer spas, fitness centers, and health-conscious dining, appealing to travelers who prioritize wellbeing during their vacations.

In addition to wellness facilities, the resort will cater to families with specially designed spaces and activities for children, ensuring that all guests, from young children to adults, have an enriching and comfortable stay. This focus on wellness and family experiences is expected to attract a new segment of visitors to Morocco—those seeking holistic experiences and family-oriented luxury.

Marrakech’s appeal as a luxury destination is expanding beyond its traditional offerings, and the Aliée by Rixos resort will be a key part of this evolution, setting the stage for more diverse tourism experiences within the city.

Rixos Lixus Resort: A New Coastal Destination in Larache

The third property in this expansion is set to open in Larache, a northern Moroccan city located along the Atlantic coast. The Rixos Lixus Resort will feature around 400 rooms, offering an unparalleled seaside experience for guests. Larache is currently emerging as one of Morocco’s next big coastal tourism destinations, and the addition of this luxurious resort is expected to put the city on the global tourism map.

The Rixos Lixus Resort will provide a complete beachfront experience, combining the beauty of the Atlantic coast with the elegance and comfort of a world-class resort. Visitors will enjoy breathtaking sea views, a range of water sports, and easy access to Larache’s historic sites and cultural attractions. With a commitment to sustainable tourism practices, the resort will also incorporate eco-friendly design elements, ensuring that the development respects the natural environment while offering a luxurious stay.

This resort will play a pivotal role in diversifying Morocco’s tourism offerings, particularly by attracting beach lovers and international tourists seeking a unique coastal experience. By expanding beyond traditional inland tourist attractions, Morocco is opening up new possibilities for travel, catering to a broader range of interests.

A $300 Million Investment: Driving Morocco’s Tourism Growth

The partnership between Rixos Hotels and Groupe Alliances represents a $300 million investment aimed at transforming Morocco’s high-end tourism sector. This significant financial commitment will help the country meet the growing demand for luxury travel experiences, contributing to economic development, job creation, and sustainability. The introduction of these luxury resorts is expected to not only elevate Morocco’s global reputation as a top-tier destination but also support the government’s broader efforts to expand the country’s tourism infrastructure and increase international visitor numbers.

As Morocco prepares to host the 2030 FIFA World Cup, this partnership aligns with the country’s ambitious tourism goals, which include enhancing the country’s appeal to international tourists and fostering long-term growth in the hospitality industry. The development of luxury resorts will also contribute to the broader sustainability goals, with eco-conscious building practices and a focus on preserving Morocco’s natural and cultural heritage.

Impact on Morocco’s Tourism and Local Communities

The introduction of these new luxury resorts will have a multifaceted impact on both the Moroccan tourism industry and local communities. The resorts will help promote sustainable tourism, increase job opportunities, and provide a significant boost to local economies. The hotels will require a workforce in various roles, including hospitality, maintenance, management, and customer service, creating thousands of new jobs for Moroccan citizens.

In addition to providing economic benefits, the expansion of high-end resorts will help diversify Morocco’s tourism offerings, attracting a new wave of visitors who may not have considered the country as a luxury destination. With an increasing demand for exclusive experiences and authentic cultural encounters, Morocco’s tourism sector is well-positioned to capitalize on these growing trends.

Looking Ahead: Rixos Hotels’ Expanding Footprint in Morocco and Beyond

Rixos Hotels’ operations in Morocco will continue to expand, as initial openings of three resorts progress. The hotel group will continue to reinforce its brand equity in luxury hospitality contracts. With Morocco’s new position as a global tourist destination, Rixos Hotels’ ethical tourism entails accommodation, and a positive new imprint will be left on the country. This will continue to reinforce the positive brand Marriott keeps sending to the world.

This collaboration envisages luxury paired with ethical and sustainable tourism. This is the new tourist paradigm in North Africa, and it will serve as a new standard for the rest of the continent. The added resorts will echo renewed tourism in Morocco to the world. Tourists will experience first-hand luxury hospitality, and sustainable positive impact hospitality.