The discussions focused on strategies to advance Morocco's tourism sector, particularly in anticipation of the 2030 World Cup, which Morocco will co-host with Spain and Portugal.

The meeting, attended by Fatim-Zahra Ammor, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, underscored the potential collaboration between the Moroccan government and Accor to bolster the tourism industry. This is seen as crucial in light of Morocco's upcoming role in hosting major international sporting events.

Bazin reaffirmed Accor's dedication to the development of Morocco's tourism and travel sector in a press statement following the meeting. He highlighted the enduring 45-year relationship between Accor and Morocco, stating that the time is ripe to enhance the group’s presence and investment in the Moroccan market.

“We are committed to promoting employability within the tourism sector by training and engaging young Moroccans,” Bazin said, emphasizing the importance of understanding and meeting the Moroccan government’s goals and expectations.

Minister Ammor expressed that the meeting provided a valuable opportunity to explore cooperative avenues for tourism development in Morocco. She noted that the sector is currently experiencing significant growth and momentum.

She further emphasized the necessity for a substantial increase in accommodation capacity by 2030. “Strengthening our partnership with the Accor Group is therefore more than welcome,” she stated, confident that this collaboration will contribute to achieving the desired objectives and supporting the tourism sector’s growth.

Founded in 1967, Accor is Europe’s leading hotel group and the sixth largest worldwide. It operates, manages, and franchises hotels, resorts, and vacation residences globally.