Morocco is taking a new step in its tourism strategy by targeting the Chinese market, one of the most dynamic in the world. With the adoption of the international “Welcome Chinese” certification, the Kingdom becomes one of the African pioneers in offering a tailor-made experience to visitors from China.
This initiative is led by Yangjin He, also known as Yummy He, a Sino-Moroccan entrepreneur and tourism specialist. A graduate in tourism management in China and holder of an MBA from Thailand, she built her career across journalism, consulting, and hotel marketing before settling permanently in Morocco. Her background enables her to understand both the expectations of Chinese tourists and the specificities of the Moroccan market.
For Yangjin He, “Welcome Chinese” goes far beyond simple tourism promotion. The objective is to create a reassuring and intuitive environment for Chinese visitors by respecting their habits, language, and customs. Certified establishments must meet precise criteria: information in Mandarin, catering adapted to Chinese tastes, specific hospitality standards, and convenient payment facilities through China UnionPay.
The benefits for Moroccan professionals are significant. Certified hotels, restaurants, museums, shopping centers, and cultural sites gain increased visibility on the platforms of the China Tourism Academy and across Chinese media networks, with the support of institutional partners such as China Central Television (CCTV).
According to Yangjin He, this certification represents a genuine gateway to Chinese distribution channels and a strategic opportunity for Moroccan operators. In a context of intense international competition, “Welcome Chinese” could enhance Morocco’s attractiveness and firmly establish its position in one of the most influential tourism markets in the world.
Source: https://fr.walaw.press/country/can_2025/WQLXMR/articles/le_maroc_seduit_les_touristes_chinois_grace_au_label_%C2%AB_welcome_chinese_%C2%BB/GQMPPSGLFMMR
