By adopting the international “Welcome Chinese” certification, the only official tourism quality standard validated by the Chinese government, Morocco is signaling its commitment to understanding, welcoming, and building loyalty among one of the world’s most influential tourism markets.
For your information, “Welcome Chinese” is part of a comprehensive transformation of hospitality, communication, and service practices, based on a deep understanding of the cultural customs, operational expectations, and decision-making processes specific to Chinese travelers.
Created under the auspices of the China Tourism Academy (CTA), a leading institution directly linked to the Chinese authorities, the “Welcome Chinese” certification is based on demanding and evolving specifications. It covers the entire tourism value chain: signage and communication in Mandarin, adaptation of restaurant services (dietary habits, opening hours, consumption patterns), intercultural staff training, integration of Chinese payment methods such as China UnionPay, and compliance with the comfort and safety standards expected by Chinese customers.
This system, already adopted by leading international institutions and brands such as Aéroports de Paris, Rome Fiumicino Airport, Accor Hotels, and the Ferrari Museum, has become a trusted benchmark for Chinese travel agencies, tour operators, and booking platforms.
Its implementation in Morocco demonstrates the Kingdom’s genuine desire to solidify its position in the decision-making landscape of Chinese tourism.
At the heart of this dynamic is Yangjin He, known as Yummy He, whose career path embodies the convergence of two seemingly opposing tourism worlds, now brought together by the experience economy.
Originally from China, Yangjin He graduated with a degree in Tourism Management from Southwest Jiao Tong University and later earned an MBA in Thailand. She began her career in journalism and intercultural facilitation before joining the luxury hotel sector. There, she held strategic marketing positions in five-star hotels, where she honed her understanding of international standards and the expectations of long-haul travelers.
Having been based in Morocco for over ten years, she has gradually built a cross-sector entrepreneurial ecosystem through a travel agency, Chinese restaurants, a hotel, an import-export company, and a service provider. This diversification has given her a clear understanding of the needs of the Chinese business and travel communities in Morocco, who often face cultural misunderstandings rather than a lack of available services.
This dual cultural, economic, and professional immersion gives her the legitimacy to speak the language of Chinese stakeholders while also mastering the operational realities of Morocco. “I have always believed that travel is a bridge between cultures. With Welcome Chinese, we are not simply building a tourism product, but a familiar, reassuring, and respectful environment capable of transforming curiosity into loyalty,” she emphasizes.
One of the major advantages of “Welcome Chinese” lies in its privileged access to Chinese promotional channels. Certified businesses benefit from increased visibility within the CTA network, supported by institutional partners such as China Central Television (CCTV), a leading media outlet in China.
Hotels, restaurants, museums, airlines, train stations, shopping centers, cultural sites, and regional destinations can thus directly integrate into Chinese travel recommendation channels, bypassing specialized intermediaries or unsuitable communication strategies.
The introduction of “Welcome Chinese” in Morocco therefore extends beyond the strictly Chinese market. For Yangjin He, the stakes are clear: “This certification is becoming an essential step for destinations that want to engage with the Chinese market on equal footing. Morocco has the cultural, heritage, and human assets to fully succeed in this endeavor.”
