Ascott Limited’s Bold Expansion in North Africa: A New Era for Morocco’s Hospitality Industry
Ascott’s Strategic Growth Plan in North Africa
The hospitality industry in North Africa is undergoing a remarkable transformation, driven by increasing tourist demand and economic growth. At the forefront of this shift is The Ascott Limited, a global leader in serviced residences and hotels, strategically expanding its presence in Morocco. With the recent opening of Citadines Almaz Casablanca and the signing of Citadines Bab Tangier, Ascott is solidifying its position as a key player in the region’s booming travel and accommodation sector.
The move aligns with Morocco’s ambitious tourism goals, which project 20 million visitors by 2025, especially in light of the upcoming 2030 FIFA World Cup, where Morocco is a co-host. This surge in travel demand is propelling Ascott’s expansion, ensuring high-quality lodging solutions for both business and leisure travelers.
New Openings and Key Developments
Citadines Almaz Casablanca: A Gateway to Comfort and Convenience
Ascott’s latest launch, Citadines Almaz Casablanca, is a modern apart’hotel catering to both short- and long-term guests. Located just 30 minutes from Mohammed V International Airport, this 61-unit residence offers prime access to major landmarks such as:
- Hassan II Mosque
- Old Medina
- The scenic Corniche
With a gym, restaurant, and meeting facilities, the property blends work, leisure, and comfort, catering to today’s dynamic travelers.
Citadines Bab Tangier: A Strategic Investment for the Future
Adding to its North African portfolio, Ascott has signed Citadines Bab Tangier, a 130-unit property set to open in 2027. Situated near:
- Tangier International Airport
- The Freezone & Industrial Zone
This development is designed to attract business travelers and tourists, capitalizing on Tangier’s economic rise as a manufacturing and logistics hub.
The Growing Tourism Market in Morocco
Morocco’s tourism sector is flourishing, with 17 million visitors in 2024—a 20% increase from the previous year. With major upcoming events like the 2030 FIFA World Cup, demand for premium accommodations is soaring.
Ascott’s expansion aligns perfectly with this growth, offering luxurious yet flexible lodging solutions across Morocco’s key cities.
Ascott’s Expanding Pipeline: What’s Next?
Ascott is set to expand further in Morocco, with a robust pipeline of upcoming openings in Casablanca and Marrakech:
-
Citadines Connect Belvedere Casablanca (Q4, 2026)
- 60-unit business hotel
- Close to Casablanca’s business district and Prince Moulay Abdallah neighborhood
- Designed for corporate travelers
-
Citadines Racine Casablanca (Q3, 2025)
- 123-unit serviced residence
- Situated in the Racine business district
- Ideal for short- and long-term stays
-
Ascott Hivernage Marrakech (Q4, 2026)
- 100-unit serviced residence
- Located in the prestigious Hivernage district
- Offers stunning views of the Atlas Mountains
-
The Unlimited Collection Marrakech (Q4, 2026)
- 90-room lifestyle hotel
- Situated in the vibrant Gueliz district
- Provides an authentic Moroccan cultural experience
A Vision for Long-Term Growth
According to Vincent Miccolis, Managing Director for the Middle East, Africa, and Türkiye at The Ascott Limited:
“We are excited to deepen our presence in North Africa, a region experiencing exceptional growth. Our focus is on providing top-tier serviced apartments and lifestyle hotels that cater to both business and leisure travelers.”
With a 30% growth in its North Africa portfolio since 2023, Ascott is well-positioned to meet the region’s hospitality demands.
Why Ascott’s Expansion Matters
- Economic Impact: Contributes to Morocco’s economic development and job creation.
- Hospitality Innovation: Introduces modern serviced residences tailored for business and leisure travelers.
- Tourism Growth: Supports Morocco’s vision to become a leading global travel destination.
Ascott Limited’s rapid expansion in North Africa marks a new era in Morocco’s hospitality industry. With strategic hotel launches and upcoming projects, Ascott is set to shape the future of travel in the region.
For travelers, business professionals, and investors, this expansion represents new opportunities to experience world-class hospitality in Morocco.
