Moroccan Multimillionaire Alami Lazraq Signs 320 Million Deal With Rixos To Build Luxury Resorts

Moroccan property magnate Alami Lazraq is making a renewed bet on the countrys fast-rising tourism industry, signing a 3 billion-dirham 320 million deal with Rixos Hotels to build a new wave of luxury resorts across the kingdom. The agreement, inked in Casablanca last week by Lazraq, head of Alliances Group , and Rixos founder Fettah Tamince, lays out plans for three major developments: Rixos Marrakech, Allie Marrakech, and Rixos Lixus Larache. Together, they will add more than 950 rooms and 100 villas to Moroccos hotel stock and introduce the countrys first luxury all-inclusive model a format popular in the Mediterranean but new to North Africa. Construction is expected to generate about 2,500 direct jobs and another 3,000 indirect positions, according to both companies. Feasibility studies for additional Rixos-branded projects are already under way in other regions, signaling a broader rollout beyond Marrakech and the northern coast. For Lazraq, whose real-estate group helped reshape Moroccos skyline through mixed-use and hospitality developments, the move marks a return to large-scale tourism investment after a lull in the sector. Together, we are bringing an innovative hospitality concept to Morocco one that combines high-end service with generosity and an immersive guest experience, he said at the signing ceremony. The deal arrives as Morocco works to cement its status as Africas most resilient tourism market. The country drew 17.5 million visitors in 2024, up from 14.5 million the previous year, surpassing Egypt and edging closer to its goal of 26 million arrivals by 2030. The government has made tourism a pillar of its post-pandemic growth plan ahead of the 2030 FIFA World Cup, which Morocco will co-host with Spain and Portugal. Rixos Tamince said Morocco had long been on his radar. If there is one country made for tourism, it is Morocco, he told attendees. Its geography, history and people make it one of the worlds great destinations. For Lazraq, the partnership underscores how private capital and global brands are converging to push Morocco up the value chain of international travel from sun-seekers and tour groups to high-spending leisure travelers. If the projects unfold as planned, the billionaire developer will not only diversify his companys real-estate portfolio but also place Morocco on the map of high-end, all-inclusive luxury a market segment now estimated to be worth billions worldwide.