Southern Morocco is seeing a surge in Chinese tourists, many drawn by the cultural richness and cinematic charm of destinations like the Ksar Aït Ben Haddou—a UNESCO World Heritage site near Ouarzazate.
Visitors stroll past shops selling handcrafted Moroccan goods as they approach the historic fortified village. Known for their enthusiasm for local crafts, many Chinese tourists stop to browse copperware, leather bags, and small statues before climbing the narrow alleys toward the summit of the Ksar.
“The main reason I chose Morocco is for multiple cultural reasons,” said Xihao Chen, a tourist from Shanghai. “It’s a blend of Arab, Berber, African, and European culture.”
Others cite the influence of North African films and Chinese literature. “I became fascinated by Casablanca and Moroccan traditions after watching a film,” said Xiu Meng Qi from Shandong Province.
Tour guide Wu Xiao from Shanghai noted the dramatic contrast in scenery compared to China. “The Sahara Desert described in Sanmao’s writings, the red tones of Marrakech, and the ancient city of Fes—they all offer something new to Chinese travelers.”
The Moroccan Tourism Observatory reports a major increase in Chinese visitors following the 2016 royal decision to drop visa requirements. Annual numbers jumped from under 10,000 to more than 140,000 by 2019, according to researcher Zoubir Bouhoute.
Cuisine is also part of the appeal. At a local restaurant, tourists sampled pumpkin soup, traditional bread, and a meat and prune tagine. “It’s my first time trying Moroccan food,” said Judy Su from Shanghai. “The bread is crisp outside but very soft inside—I love it.”
After lunch, the tour group boarded buses to continue their journey, part of a growing wave of Chinese travelers captivated by Morocco’s landscapes, culture, and cuisine.