The Moroccan National Tourist Office held a promotional event in Beijing last week, announcing the resumption of direct flights between Beijing and Casablanca starting January 2025. This initiative aims to promote Morocco’s diverse tourism offerings and cultural heritage to attract more Chinese travelers. The event also emphasized Morocco’s efforts to enhance tourism quality in preparation for the 2030 World Cup, including infrastructure improvements and the attraction of luxury hotel brands. To engage better with Chinese tourists, the office launched official accounts on WeChat and Xiaohongshu and plans to create an online learning platform for Chinese travel service providers to better understand Moroccan tourism resources.