Strategic Collaboration Between Groupe Alliances and Rixos Hotels to Introduce the “Luxury All-Inclusive” Concept in Morocco

On November 7, 2025, in Casablanca, Groupe Alliances and Rixos Hotels signed a letter of intent marking the introduction of a new concept in Morocco: the “Luxury All-Inclusive.” This initiative promises to deliver an immersive, high-value experience, backed by one of the global leaders in upscale and festive hospitality. The signing ceremony was attended by Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social and Solidarity Economy, and Imad Barrakad, General Director of SMIT. They emphasized the significance of this project for the national tourism dynamics leading up to 2030. This collaboration aligns with the Kingdom's goal to enhance its international appeal and strengthen a premium, family-oriented, and experiential offering, particularly in light of major global events such as the 2030 World Cup. Furthermore, this partnership aims to expand Morocco's reach into strategic markets, including Turkey, Russia, Gulf countries, and Eastern Europe. For the first time, Groupe Alliances is introducing a recognized international player known for creating integrated, vibrant, and spectacular destinations to the Moroccan market. This alliance represents a significant shift from existing standards and positions Morocco in a new dimension of experiential tourism. “The Moroccan tourism sector is experiencing remarkable dynamics. We commend the mobilization of Moroccan and foreign investors around this initiative. This project exemplifies our goal: investments that create jobs, enhance new territories like Larache, and boost Morocco's attractiveness,” stated the Minister. The arrival of Rixos not only strengthens the existing offerings but also introduces a new level of creativity and entertainment. Unlike traditional resorts that primarily focus on accommodation and dining, Rixos offers a comprehensive ecosystem centered around spectacular entertainment, staging, festivities, sports, and wellness. Entertainment is not an additional program; it is the brand's DNA. Each resort transforms into a lively, festive, and generous world designed to provide daily emotional experiences through immersive shows inspired by major international performances, exclusive festivals, world-renowned artists, live concerts, acrobatic performances, cultural happenings, family-oriented scripted experiences, and high-level sports facilities. Additionally, Rixos features palace-level finishes, international cuisine orchestrated by renowned chefs, signature restaurants, and highly sophisticated contemporary design. This positioning elevates Rixos well above traditional all-inclusive chains. With 45 hotels in 9 countries and 16,600 rooms, Rixos Hotels has established itself as the global reference for “all-inclusive, all-exclusive,” a model that pushes the boundaries of immersive luxury. Founded in 2000 by Fettah Tamince and integrated into the Accor group, Rixos is recognized for creating complete destinations, unique generosity in service, daily entertainment programming, and an architectural style designed as an immersive universe, offering signature experiences for both adults and children. “We are honored to partner with Groupe Alliances. Its strength, expertise, and national presence are key assets in providing Morocco with an experience perfectly aligned with Rixos standards,” said Fettah Tamince, Founder and President of Rixos Hotels. The two partners have prioritized three major projects to kick off their collaboration: - **Rixos Marrakech**: This project spans 26 hectares and includes over 400 rooms and approximately 60 branded villas. - **Aliée Marrakech**: Developed over 14 hectares, this project features a luxury lifestyle hotel (150 rooms) and around 50 branded villas. - **Rixos Lixus – Larache**: Aiming to revitalize the Lixus seaside resort, this project covers 7.5 hectares and includes 400 rooms. These projects, requiring an investment of around 3 billion dirhams, are expected to create 2,500 direct jobs and over 3,000 indirect jobs. Additional locations are under consideration in various regions, as promised by the management of Groupe Alliances, which boasts over 30 years of experience in real estate and tourism development, establishing itself as a leading operator with comprehensive control over the value chain: turnkey execution, engineering, architectural design, and support for major international investors. “Our ambition is to support the transformation of the national tourism landscape with strong and differentiating concepts. By introducing Rixos to Morocco, we bring rare global expertise, an unprecedented level of experience, and a value-creating model for Moroccan territories and human capital,” stated Alami Lazraq, President of Groupe Alliances.