The Kingdom of Morocco is embarking on a new strategy to capture the Chinese tourism market, one of the largest and most dynamic in the world. By adopting the international “Welcome Chinese” certification, the only standard officially recognized by the Chinese authorities, Morocco is positioning itself as one of the pioneering countries in Africa in the targeted reception of travelers from China.
Behind this initiative is Yangjin He, better known as Yummy He, a Chinese-Moroccan entrepreneur who plays a key role in strengthening ties between the two countries. A graduate in tourism management from China and holding an MBA from Thailand, she built her career in journalism, consulting, and high-level hotel marketing before settling permanently in Morocco more than ten years ago.
Over the years, she has developed a business ecosystem encompassing travel, restaurants, hotels, import-export, and services, making her a leading figure in economic and tourism relations between China and Morocco. This dual cultural background gives her a keen understanding of the expectations of the Chinese public, while also allowing her to navigate the complexities of the Moroccan market.
For Yangjin He, the ambition goes far beyond a simple promotional tool: it’s about making Morocco an intuitive and reassuring destination for Chinese tourists, offering them an environment that respects their customs, language, and traditions.
The “Welcome Chinese” label is based on a precise set of specifications designed to adapt tourism offerings to the needs of Chinese visitors. These include, in particular, the availability of information in Mandarin, dining options that conform to Chinese culinary traditions, specific hospitality standards, and the option to make payments via China UnionPay.
Certified establishments also benefit from direct promotion on the platforms and networks of the China Tourism Academy, with the support of leading institutional partners, such as the public broadcaster China Central Television (CCTV).
The arrival of “Welcome Chinese” in Morocco opens up significant opportunities for the entire tourism ecosystem: hoteliers, restaurateurs, transportation companies, cultural site managers, shopping centers, and museums.
According to Yangjin He, this certification provides a direct gateway to Chinese distribution channels and a unique opportunity for visibility in a rapidly expanding market.
In a context of increased international competition, “Welcome Chinese” could thus become a strategic tool for Moroccan operators wishing to strengthen their appeal and establish a lasting presence in one of the world’s most influential tourism markets.
Source: https://fr.hespress.com/457406-le-maroc-se-tourne-vers-la-chine-avec-le-label-welcome-chinese.html
