This All-Inclusive Brand Is Betting $300 Million on Three New Resorts in One Country — Ahead of a Major Global Event

Rixos Hotels is making a massive bet on Morocco. The Turkish-rooted, Accor-backed all-inclusive brand has signed a deal with Groupe Alliances to develop three new resorts across the country, with a combined investment of roughly $300 million.

The largest of the three will rise in Marrakech — a 26-hectare property with over 400 rooms and 60 villas. A second Marrakech resort will operate under Rixos's newer Aliée brand, offering 150 rooms and 50 villas with a focus on wellness and families. The third, Rixos Lixus Resort, will bring about 400 rooms to Larache on the Atlantic coast, aiming to establish northern Morocco as a viable luxury beach destination.

All three resorts are expected to open before 2029, with construction beginning this year. The timing is no coincidence: Morocco is preparing to co-host the 2030 FIFA World Cup alongside Spain and Portugal, and the government has been aggressively courting international hotel brands to build out the country's high-end tourism infrastructure.

For Rixos, the Morocco move extends a rapid global expansion that has already taken the brand into Saudi Arabia, the Americas, and Southeast Asia in recent months. The brand's signature all-inclusive model — which bundles entertainment, dining, and activities into sprawling mega-resorts — has found strong demand in markets where travelers want a self-contained vacation experience with minimal planning.

With nearly 1,000 rooms and over 100 villas in the pipeline, Rixos is positioning itself as one of the largest all-inclusive operators in North Africa. The question is whether Morocco's tourism infrastructure and airlift capacity can keep pace with the supply that's about to come online.