North Africa, Morocco, Casablanca, and Marrakech set the stage for Ascott Limited’s expansion, capitalizing on tourism growth with new properties across key locations.

Ascott Limited, a global leader in hospitality management, is rapidly accelerating its growth in North Africa, with a particular focus on Morocco. The company is leveraging new partnerships, upcoming openings, and a strong pipeline of properties to solidify its presence in the country’s key economic and tourism hubs.

The recent launch of Citadines Almaz Casablanca marks a key milestone in Ascott’s expansion strategy. This 61-unit apart’hotel is ideally located in Morocco’s commercial capital, offering a perfect blend of convenience and comfort for both short- and long-term guests. Situated just 30 minutes from Mohammed V International Airport, Citadines Almaz Casablanca is within close proximity to prominent landmarks such as the Hassan II Mosque, the Old Medina, and the scenic Corniche. The property is equipped with state-of-the-art amenities, including a fitness center, dining options, and meeting rooms, providing modern travellers with an ideal “live, work, and play” experience.

To further bolster its footprint in Morocco, Ascott has also signed a new agreement for Citadines Bab Tangier, a 130-unit property slated to open in 2027. This new apart’hotel will be strategically located near Tangier International Airport, the Freezone, and the industrial zone. With Tangier’s thriving economy and its strategic position along the Strait of Gibraltar, the property is poised to attract both business and leisure travellers. Morocco’s tourism industry is currently experiencing rapid growth, with more than 17 million visitors in 2024—a 20% increase from the previous year—and projections pointing to 20 million by 2025.

In addition to the promising tourism growth, the country’s profile is set to rise even higher with its role as a co-host for the 2030 FIFA World Cup. This major international event is expected to draw millions of football fans and further stimulate demand for premium accommodation options across Morocco. Ascott’s ongoing investments in the region highlight its long-term commitment to North Africa and its growth potential.

Ascott’s expansion in Morocco doesn’t stop with these two openings. The company’s pipeline includes a number of upcoming properties across key locations like Casablanca and Marrakech:

• Citadines Connect Belvedere Casablanca (Q4, 2026): A 60-unit business hotel located near the central business district, historic Medina, and the bustling Prince Moulay Abdallah neighborhood, catering to corporate travellers seeking convenience and modern amenities.
• Citadines Racine Casablanca (Q3, 2025): This 123-unit serviced residence is located in the heart of Casablanca’s Racine business district, ideal for both short getaways and long stays.
• Ascott Hivernage Marrakech (Q4, 2026): A 100-unit serviced residence located in the prestigious Hivernage district of Marrakech, offering stunning views of the Atlas Mountains and close access to landmarks like Jamaa el Fna Square and the souks of the Medina.
• The Unlimited Collection Marrakech (Q4, 2026): A 90-room lifestyle hotel located in Gueliz, Marrakech’s dynamic cultural and commercial hub, offering guests an authentic ‘RedCity’ experience with modern facilities.

“We are excited to deepen our presence in North Africa and specifically Morocco, a country that is
witnessing remarkable growth and holds immense potential. We are seeing an increasing need for
serviced apartments and lifestyle hotels that aligns seamlessly with Ascott’s expertise in flexible
long- and short-stay accommodation solutions,” said Vincent Miccolis, Managing Director for
Middle East, Africa and Türkiye at The Ascott Limited. “The opening of Citadines Almaz Casablanca
and the signing of Citadines Bab Tangier mark key milestones in our ambitious growth strategy as we
continue to provide exceptional guest experiences across this dynamic region.”

With more than 600 rooms across six properties in North Africa—marking a 30% increase from 2023Ascott is well-positioned to capitalize on the region’s economic and tourism growth. The company continues to diversify its offerings, with 40 properties and over 5,800 units in operation or under development across the Middle East, Africa, and Turkey. As North Africa becomes an increasingly important travel and business destination, Ascott’s strategic investments ensure that it remains at the forefront of providing world-class accommodation solutions.

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