Accor and Risma: A strengthened strategic partnership to accelerate tourism development in Morocco

As part of Accor Chairman and CEO Sébastien Bazin’s visit to Morocco, and his invitation to Risma’s Supervisory Board, Accor and Risma announce a major milestone in their historic collaboration, marking renewed momentum for the hospitality and tourism sectors in the Kingdom.

This visit speaks to the strength and depth of the partnership that has united Accor and Risma for over three decades, a cornerstone and catalyst for the Moroccan tourism industry. The two Groups reaffirm their mutual determination to accelerate growth in Morocco and undertake significant collaborative projects.

Flagship projects for a promising future

As part of this strengthened collaboration, Accor and Risma are proud to announce significant projects that illustrate their shared commitment to the future of Moroccan tourism:

• Launch of Sofitel Tangier: This new iconic establishment, located on the new corniche offering an exceptional panoramic view of the Strait, will enrich Tangier’s luxury hotel portfolio, thereby contributing to the city’s prestige and the attractiveness of Morocco as a destination.

• Renovation and repositioning of hotels: An ambitious program for the renovation and repositioning of existing hotels will also be implemented. These investments aim to modernize and optimize the hotel portfolio, their segmentation, and their competitiveness, while offering increasingly high-quality experiences to travelers.

• Creation of the Tourism and Hospitality Training Academy: Co-funded by Accor and Risma, this Academy represents a strong commitment to training and professional integration. Its mission will be to nurture local talent and train future generations of tourism professionals, contributing to excellence in service and innovation in the sector.

New momentum for Morocco as a destination

Following the cross-shareholding divestment in 2023, Accor and Risma reaffirm their growth ambitions, capitalising on a shared vision and common values, and the unique strengths of each entity.

The two Groups are also strengthening their concrete commitment to human capital, a true lever for the sector’s growth. This investment will be implemented through an approach that listens to the needs of professionals and coordinates with supervisory authorities.

Mr. Sébastien Bazin, Chairman and CEO of Accor, stated: “We are particularly proud to reach this new stage in our partnership with Risma. Gérard Pélisson, co-founder of Accor, was a great friend of Morocco, and the Kingdom remains a strategic destination for the Group. We were pioneers here and have built strong ties with leading partners. Today, the strengthening of our collaboration with Risma demonstrates our confidence in the potential of Moroccan tourism. Through these major projects, we confirm our commitment to investing in the country, supporting its economic growth, and developing its talents.”

Mr. Azeddine Guessous, Chairman of Risma’s Supervisory Board, added: “Mr. Sébastien Bazin’s visit is a strong signal of the strategic importance of our partnership with Accor. The initiatives announced today, notably the transition to franchising and the creation of the Training Academy, are crucial for the future of our sector. They will allow us to continue to innovate, develop, and train for excellence while contributing tangibly to the development of national tourism.”

Mr. Amine Echcherki, Chairman of Risma’s Management Board, concluded: “The continuation and renewed momentum in our historical relationship with Accor are key factors to success regarding our ambitions. The acceleration of our shared development will notably occur through franchising, allowing for a faster and more diversified expansion of our activities. With Accor’s commercial and marketing power and Risma’s integrated management expertise, we have all the assets to contribute to the modernization of Morocco’s hotel offerings and the constant elevation of its standards.”

Ms. Maud Bailly, CEO of Sofitel Legend, Sofitel, MGallery, and Emblems at Accor, commented: “I am very pleased to see this new chapter begin between Accor and Risma, a historical partner of the Group. We have exciting projects ahead of us to undertake together, as Morocco is becoming an unparalleled benchmark for luxury destinations and experiences. I thank Risma for its renewed trust, through its Supervisory Board and Management Board.”

This strengthened partnership between Accor and Risma promises to further invigorate the Moroccan tourism sector, bringing innovation, quality training, and development opportunities. This new momentum will contribute significantly to the development of Morocco as a destination, particularly in anticipation of the upcoming 2030 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%).