Hampton by Hilton Debuts First Hotel in Morocco’s Ben Guerir

Hilton, a leading global hospitality company, has opened its first Hampton by Hilton in Morocco, launching a 94-room property in Ben Guerir as it expands its footprint in North Africa. 

The hotel sits opposite Mohammed VI Polytechnic University, placing it at the center of a growing academic hub that draws students and researchers from across Morocco and abroad. 

Hilton deepened its presence in the city in 2023 with the opening of a DoubleTree property, signaling rising investor interest in Ben Guerir and its surrounding region.

Ben Guerir hotel targets business stays

The new Hampton property is designed to serve both business travelers and short-stay visitors. Its location, about 40 kilometers from Marrakech, offers an alternative to the city’s busy tourism districts while keeping it within easy reach. 

Guests have access to a fitness center and an outdoor pool, part of a standard offering aimed at balancing convenience with comfort. 

Local media outlet Le360 reported that hotel management sees the project as an opportunity to support employment and skills development in Ben Guerir, particularly for young people. The broader aim, they said, is to help shape a more modern and responsible hospitality sector.

Morocco targets 26 million visitors by 2030

Morocco continues to post strong tourism numbers. The country welcomed nearly 20 million visitors last year, a 14% increase from 2024. In January 2026 alone, arrivals exceeded 1.3 million, up 3% from a year earlier. 

Officials are banking on major events, including the FIFA World Cup 2030, which Morocco will co-host, to sustain that growth. 

To meet expected demand, the country is investing heavily in hospitality infrastructure. Plans include adding about 25,000 hotel rooms through projects valued at roughly $4 billion, with much of the funding coming from local investors. The goal is to lift capacity by 20% ahead of the tournament.

Morocco is targeting 26 million annual visitors by 2030, underscoring its push to remain one of Africa’s leading travel destinations.

Hilton expands global reach 

Founded by Conrad Hilton in 1919, Hilton operates about 9,000 properties across 141 countries and territories. Its portfolio spans 25 brands, supported by a loyalty program with more than 235 million members worldwide. 

Hampton by Hilton, launched in 1984 and acquired by Hilton in 1999, has grown to more than 3,000 locations globally. The brand focuses on consistent, value-driven stays, offering amenities such as free breakfast, Wi-Fi and fitness facilities.