Morocco's Hospitality Sector Shines at 6th Hospitality Innovation Summit

RABAT, MOROCCO – Morocco's growing hospitality sector took another step forward as more than 600 industry professionals gathered at the Four Seasons Hotel Rabat at Kasr Al Bahr for the 6th Hospitality Innovation Summit (HIS) – Morocco, held from 10-11 June 2026.

The two-day event brought together developers, hotel owners, operators, architects, consultants, interior designers, manufacturers and global solution providers to discuss investment opportunities, project delivery and the future of Morocco's hospitality industry. The summit welcomed attendees from more than 300 companies, including 150+ summit partners, 78 solution providers, 23 speakers and 25 media and supporting partners. Throughout the event, 1,574+ pre-scheduled meetings were conducted alongside more than 1,115 minutes of networking, creating opportunities for collaboration and new business relationships.

Opening the summit, Ravi Kumar Chandran, Founder & Managing Director of GBB, welcomed delegates and highlighted the importance of creating a platform focused on meaningful engagement and business interaction.

Looking ahead to FIFA World Cup 2030, Simon Ardonceau, CEO of AIRE, presented an overview of Morocco's hotel industry, examining market trends, geopolitical influences and the opportunities expected to emerge as the country prepares to host one of the world's largest sporting events.

A Technogym-led stretch session, presented by personal trainer Yassine Atrouch, provided delegates with an opportunity to recharge before participating in the summit's signature programme of face-to-face business meetings.

Focus on Morocco's Next Phase of Hospitality Growth

A major panel discussion explored what Morocco needs to deliver its next generation of hospitality projects, examining priorities around speed, efficiency, sustainability, technology and authenticity.

Moderated by Alessandro Tedesco, Chief Operating Officer at FEBC, the panel featured Leila Haddaoui, Deputy Chief Executive Officer of O TOWER and Director of the Tourism Division & Member of Executive Committee at O CAPITAL GROUP; Nawale Saoud, President of the Morocco Green Building Council and Chief Development Officer at Saemog; Paco Briceno, Managing Partner at MAGESPRO; and Nour El Houda El Hamoumi, Director of Sustainable Development at Société d'Aménagement Zenata.

Reflecting on the discussion, Leila Haddaoui said:

"This summit was really interesting. We were able to share our experiences as developers, owners, operators, designers, and other industry professionals. It was also a pleasure to share the story of the Mohammed VI Tower during the panel discussion and highlight the ambition behind this Moroccan project."

Industry Recognition and Future Hospitality

One of the highlights of the summit was the HIS ICON – Journey to Zenith session, where Abdellatif Kabbaj, Chairman, CEO and Founder of Kenzi Hotels Group, was recognised for his contribution to Morocco's hospitality industry.

The session, moderated by Ravi Kumar Chandran, offered delegates insights into leadership, long-term business growth and the evolution of one of Morocco's best-known hospitality brands.

Another keynote panel, Recipe for Thriving Hotels for 2030 and Beyond, examined investment strategies, brand positioning, guest expectations and long-term asset performance. Moderated by David Desta, Vice President, Hotels & Hospitality at JLL, the discussion featured Omar Chaabi, Executive Vice President of YNNA Holding; Fatima-Zahrae Berrada, General Manager of Taghazout Development and Promotion Company (SAPST) – Taghazout Bay; and Réda Faceh, VP Development – Northern, Western & Central Africa at Accor Group.

Design excellence also featured prominently through the Designing Hotels That Win in Morocco panel, moderated by Isabel Pintado, Founder of 13cobijos, with Rahul Shankhwalker of HBA MENA, John Wix of HKS, Hicham Lahlou and Lotfi Sidi Rahal discussing how architecture, interiors and guest experience can deliver commercially successful and authentically Moroccan hospitality destinations.

Strengthening Collaboration Across the Industry

The summit introduced delegates to GBB Connect, an AI-powered networking platform designed to help participants continue building professional relationships beyond scheduled meetings.

Industry collaboration also extended to the GBB Xclusive Distributor-Manufacturer Conclave, which brought together more than 15 international manufacturers and 20 Moroccan distributors to explore new commercial partnerships and strengthen supply chain relationships across the hospitality, construction and real estate sectors.

Supporting future industry talent, GBB Future Minds Morocco welcomed 60 students from four academic institutions through an educational programme featuring industry leaders including Dr. Hassan Radoine, Ron Bakker, Kerem Cengiz, Christos Passas, Khalid Abisourour and Charles Constantin.

Networking sessions, business lunches and the summit's cocktail reception further strengthened connections between delegates and project stakeholders throughout the event.

Reflecting on the summit, Ravi Kumar Chandran, Founder & Managing Director of GBB, said:

"The 6th Hospitality Innovation Summit showed Morocco at an inflection point: the scale of a World Cup pipeline matched by the conviction to grow without losing its identity. What made these two days in Rabat matter was not the calibre of the room alone, it was what the room set in motion. Capital, design, development and supply stopped working in sequence and started building together, around real projects with real momentum. That is the work GBB exists to do, and Morocco proved it is ready to build, and ready to build well."

As Morocco continues preparations for FIFA World Cup 2030, the summit highlighted the country's growing momentum as a hospitality investment destination, bringing together the developers, operators, designers and suppliers expected to shape its next phase of growth.