Morocco strengthens its strategy of international openness by targeting the Chinese tourism market, considered one of the most promising in the world. By adopting the international “Welcome Chinese” certification, the Kingdom positions itself as a pioneering player. This standard is currently the only one officially recognized by the Chinese government for welcoming Chinese travelers abroad.
The “Welcome Chinese” label aims to adapt the tourism offering to the cultural and practical specificities of Chinese visitors. It is based in particular on the availability of communication materials in the Chinese language, catering aligned with dietary habits, hospitality standards adapted to cultural expectations, and the acceptance of payment methods such as China UnionPay.
Certified establishments also benefit from increased visibility through the network of the China Tourism Academy (CTA), with the support of institutional partners such as China Central Television (CCTV). Already adopted by major international players—airports, hotel groups, and cultural sites—the label has become a benchmark for quality and reliability.
Yangjin He, the driving force behind the project in Morocco
The rollout of “Welcome Chinese” in Morocco is led by Yangjin He, also known as Yummy He. Originally from China and trained in tourism management, she has solid experience in journalism, hotel marketing, and entrepreneurship. Having been based in Morocco for more than a decade, she has developed several activities in the fields of tourism, hospitality, and trade.
Thanks to this dual Sino-Moroccan expertise, Yangjin He acts as a bridge between two cultures. “Travel is a means of bringing people closer together. With Welcome Chinese, we enable Chinese tourists to feel welcomed and understood in Morocco,” she emphasizes.
A strategic lever for tourism stakeholders
Hotels, restaurants, museums, airlines, and shopping centers are directly concerned by this initiative. The “Welcome Chinese” certification appears as a strategic tool to enhance Morocco’s attractiveness and establish a lasting connection with one of the most influential tourism markets worldwide.
Source: https://www.lebrief.ma/le-maroc-adopte-welcome-chinese-pour-seduire-le-marche-touristique-chinois-100137187/
