Accor and Risma strengthen alliance to accelerate tourism development in Morocco
The hospitality giant and its Moroccan partner have reached a new strategic milestone, unveiling several structural projects designed to support sectoral growth and bolster the Kingdom's appeal.
Accor has announced the strengthening of its long-standing partnership with Risma, marked by the launch of major projects in Morocco, including the opening of a Sofitel in Tangier, an extensive hotel renovation program, and the creation of a training academy dedicated to tourism professions.
This collaboration aims to modernize the hospitality offering, enhance the competitiveness of existing establishments, and support the development of local human capital. Both groups also intend to accelerate their expansion through a franchise model, allowing for a faster and more diversified rollout.
This renewed momentum follows over 30 years of cooperation, despite the unwinding of their cross-shareholdings in 2023. Sébastien Bazin, Chairman and CEO of Accor, expressed his "confidence in the potential of Moroccan tourism" and reaffirmed the group's commitment to investing in the country.
The agreement also seeks to support the upmarket shift of Morocco as a destination, ahead of major international events such as the 2030 FIFA World Cup.
Accor is the No. 1 European hotel group. Net sales break down by activity as follows:
- operating hotels under management contract (70.9%; HotelServices);
- owned and leased hotel management (29.1%). In addition, the group offers a business of renting luxury private residences, as well as providing digital services to independent hoteliers, concierge services, etc.
At the end of 2025, the group operates a network of more than 5,600 hotels distributed between luxury and top-range hotels (Raffles, Fairmont, Sofitel, Pullman, MGallery, Swissotel, Grand Mercure, Mövenpick, The Sebel and Rixos names), mid-range hotels (Novotel, Novotel Suites, Mercure, adagio, Mama Shlter and Tribe), and economy hotels (ibis, ibis Styles, ibis budget, adagio access, hotelF1, Formule 1, Jo&Joe, Breakfree and Greet).
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