Accor & Risma Chart New Course for Moroccan Tourism with Historic Partnership Renewal

On April 2–3, Accor Chairman and CEO Sébastien Bazin traveled to Morocco to meet with Risma‘s Supervisory Board, marking a pivotal moment in one of Africa’s most enduring hospitality partnerships. Over three decades, Accor and Risma have shaped Morocco’s tourism landscape, and this visit signals a decisive shift toward accelerated growth and modernization. Following their cross-shareholding divestment in 2023, the two groups are now charting a collaborative path that leverages their complementary strengths—Accor’s global commercial reach and Risma’s integrated management expertise.

Flagship Projects Transforming the Landscape

The announcement centers on three transformative initiatives designed to elevate Morocco’s position as a premier destination.

Sofitel Tangier represents the crown jewel of this collaboration. Perched on Tangier’s new corniche, this iconic luxury establishment will command exceptional panoramic views of the Strait of Gibraltar, enriching the city’s high-end hotel portfolio and reinforcing Morocco’s appeal to discerning international travelers.

Beyond new construction, an ambitious renovation and repositioning program will modernize existing hotels across the portfolio. This strategic modernization aims to enhance competitiveness, optimize market segmentation, and deliver increasingly sophisticated experiences to guests—ensuring that Morocco’s established properties remain competitive on the global stage.

Perhaps most significantly, the partners are co-founding a Tourism and Hospitality Training Academy—a commitment to nurturing local talent and professional excellence. This initiative addresses a critical need in the sector: developing the next generation of hospitality professionals equipped with world-class skills and innovation mindset.

Franchising as a Growth Accelerator

A notable shift in strategy involves transitioning toward a franchising model, enabling faster and more diversified expansion across Morocco. This approach allows Risma to scale operations more dynamically while maintaining quality standards through Accor’s rigorous brand governance. For Morocco’s tourism ecosystem, this means more diverse hotel offerings, greater employment opportunities, and broader geographic distribution of tourism benefits.

Investment in Human Capital

Both groups emphasized their commitment to human capital development—recognizing that exceptional service and innovation stem from well-trained, motivated professionals. This investment will be implemented through collaborative dialogue with sector professionals and coordination with Moroccan supervisory authorities, ensuring initiatives align with real workforce needs.

Strategic Vision for 2030 and Beyond

The timing of this partnership renewal is significant. With Morocco hosting the 2030 FIFA World Cup, the nation is positioned to welcome unprecedented numbers of international visitors. Accor and Risma’s renewed collaboration directly supports this opportunity, ensuring that Morocco’s hospitality infrastructure—from luxury flagships to training pipelines—meets global standards.

Sébastien Bazin reflected on the partnership’s historical roots: “Gérard Pélisson, co-founder of Accor, was a great friend of Morocco, and the Kingdom remains a strategic destination for the Group. We were pioneers here and have built strong ties with leading partners. Today, the strengthening of our collaboration with Risma demonstrates our confidence in the potential of Moroccan tourism.”

Azeddine Guessous, Chairman of Risma’s Supervisory Board, underscored the initiatives’ importance: “The transition to franchising and the creation of the Training Academy are crucial for the future of our sector. They will allow us to continue to innovate, develop, and train for excellence while contributing tangibly to the development of national tourism.”

A Catalyst for Regional Development

This partnership renewal promises to ripple across Morocco’s economy. Enhanced hotel standards attract premium tourism revenue, while workforce training creates sustainable employment and professional pathways. The combination of flagship luxury properties, modernized mid-range offerings, and a skilled hospitality workforce positions Morocco not merely as a destination, but as a benchmark for African tourism excellence.

As Morocco prepares for the global spotlight in 2030, the Accor-Risma partnership demonstrates how strategic collaboration between international expertise and local knowledge can transform a nation’s tourism potential into tangible prosperity.