Accor and Risma Unveil Joint Initiatives to Accelerate Tourism Development and Talent Investment in Morocco
(IN SHORT) Accor and Risma have reinforced their long-standing partnership to drive the next phase of tourism development in Morocco, unveiling new projects including a Sofitel hotel in Tangier, a major hotel renovation programme, and the creation of a Tourism and Hospitality Training Academy. The collaboration reflects a shared commitment to expanding Morocco’s hospitality infrastructure, improving service standards, and investing in local talent. Following structural changes in 2023, both companies are focusing on accelerated growth through franchising and strategic alignment, positioning Morocco as an increasingly competitive global destination ahead of major events such as the 2030 World Cup.
(PRESS RELEASE) CASABLANCA, Morocco, 2026-Apr-3 — /Travel PR News/ — Accor and Risma have announced a renewed phase in their long-standing collaboration, aimed at accelerating the development of Morocco’s tourism and hospitality sectors. The announcement was made during a high-level visit to Morocco by Sébastien Bazin, Chairman and CEO of Accor, who also participated in Risma’s Supervisory Board discussions.
The strengthened partnership builds on more than three decades of cooperation between the two groups, which have played a significant role in shaping Morocco’s tourism landscape. Both companies reaffirmed their shared ambition to expand their footprint in the country through a series of strategic initiatives designed to enhance infrastructure, elevate service standards, and support long-term sector growth.
Among the key projects unveiled is the development of a new Sofitel property in Tangier. Positioned along the city’s modern corniche with views of the Strait of Gibraltar, the upcoming hotel is expected to strengthen Tangier’s position as a premium destination while contributing to Morocco’s appeal in the global luxury travel market.
In parallel, Accor and Risma will implement a large-scale programme to upgrade and reposition existing hotel assets. This initiative is designed to modernise facilities, refine brand segmentation, and improve competitiveness, while delivering enhanced guest experiences aligned with evolving traveller expectations.
The partnership also includes the establishment of a Tourism and Hospitality Training Academy, jointly financed by both companies. The academy will focus on developing local talent, supporting professional integration, and equipping future hospitality professionals with the skills required to meet international standards. This initiative reflects a broader commitment to investing in human capital as a driver of sustainable sector growth.
Following the divestment of cross-shareholdings in 2023, the two groups are now entering a new phase of collaboration grounded in shared strategic priorities and complementary capabilities. Their renewed approach emphasises faster expansion through franchising models, combined with Accor’s global brand strength and Risma’s operational expertise in the local market.
Sébastien Bazin highlighted Morocco’s continued importance as a strategic destination for Accor, underlining the group’s long-standing ties to the country and its confidence in future growth opportunities. Azeddine Guessous, Chairman of Risma’s Supervisory Board, described the renewed collaboration as a key driver for innovation, development, and excellence within the sector.
Amine Echcherki, Chairman of Risma’s Management Board, noted that the partnership’s next phase will focus on accelerating expansion while modernising Morocco’s hotel offering. Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery, and Emblems at Accor, also expressed confidence in the collaboration, highlighting Morocco’s growing status as a leading destination for luxury travel experiences.
The strengthened alliance between Accor and Risma is expected to play a pivotal role in advancing Morocco’s tourism sector, supporting economic development, and enhancing the country’s global competitiveness—particularly as it prepares for major international events such as the 2030 FIFA World Cup.
ABOUT ACCOR
Accor is a world-leading hospitality Group offering stays and experiences across more than 110 countries with over 5,800 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as lifestyle, with Ennismore. ALL Accor, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
ABOUT ACCOR IN MOROCCO
Present in Morocco for 30 years, Accor is the country’s leading operator of international brands, with 10 brands representing 43 hotels & +6,600 rooms.
ABOUT RISMA
Risma is the leading Moroccan hotel group, owning and operating hotels. Owner of 24 hotels in 11 Moroccan cities and a key partner of the Accor group in Morocco with brands such as Sofitel, MGallery, Pullman, Novotel, Mercure, and Ibis, Risma aims to increase its hotel portfolio to 28 units by 2030. Listed on the Casablanca Stock Exchange since May 2006, Risma’s capital is largely held by RMA (37%), the investment company Mutris (33%), CIMR (13%), and MAMDA-MCMA (6%).
Press Contacts
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Alexis Blottière
Media Relations & PR Director- Accor
Alexis.Blottiere@accor.com
SOURCE: Accor
