Morocco emerges as a new luxury escape, highlights Marriott Bonvoy’s study

While Marrakech continues to attract a large share of international tourism flows, a new generation of travelers is seeking more confidential, cultural, and peaceful destinations. According to Marriott Bonvoy’s latest Ticket to Travel 2026 study, lux-scaping—the art of integrating a moment of luxury during a trip—has become one of the major trends in high-end travel.

In this context, Rabat and the Tetouan region are emerging as the new epicenters of a quieter, more authentic Morocco, deeply rooted in lifestyle and refinement, supported by two iconic addresses: The Ritz-Carlton Rabat, Dar Es Salam and The St. Regis La Bahia Blanca Resort, Tamuda Bay.

Rabat, Cultural Capital and Timeless Elegance

Long protected from mass tourism, Rabat attracts visitors with its rare balance between imperial heritage and confident modernity. Listed as a UNESCO World Heritage Site, the city reveals exceptional cultural richness, from Hassan Tower and the Mohammed V Mausoleum to the Kasbah of the Udayas and a thriving contemporary art scene.

On the edge of the city, The Ritz-Carlton Rabat, Dar Es Salam embodies this new vision of luxury: a sophisticated retreat nestled in the heart of a century-old forest and the prestigious Royal Golf Dar Es Salam. Inspired by Moroccan palaces and elevated by Pierre-Yves Rochon, the hotel offers an experience where time seems to stand still.

Between majestic gardens, a signature spa inspired by Moroccan hammam rituals, refined dining experiences, and privileged access to one of Africa’s most beautiful golf courses, The Ritz-Carlton Rabat, Dar Es Salam stands out as a destination in itself—ideal for a lux-scaping getaway combining culture, wellness, and the art of living.

The Moroccan Riviera in a Confidential Version

In the north of the Kingdom, between the Mediterranean and the Rif Mountains, Tetouan reveals another face of Morocco: wilder, more artistic, and deeply shaped by Andalusian and Mediterranean influences.

On the pristine shores of Tamuda Bay, where golden sand seems to whisper Mediterranean secrets, rises The St. Regis La Bahia Blanca Resort, the embodiment of a contemporary Moroccan Riviera. This exceptional place, surrounded by lush gardens and touched by the sea breeze, invites guests into a sensory experience where subtly re-imagined Moorish architecture meets modernity.

Designed as a jewel of refinement, St. Regis La Bahia Blanca celebrates the art of living: flavors dance between French and Moroccan influences during gourmet feasts, while the spa, inspired by ancient Amazigh rituals, promises moments of renewal. Guests also experience the signature St. Regis traditions, from champagne sabering to the reinvented Bloody Mary, ensuring every moment is wrapped in elegance, wellness, and poetic seaside charm.

Just minutes from the hotel, Tetouan—nicknamed “the daughter of Granada”—reveals a UNESCO-listed medina, a vibrant art scene, and authentic cultural immersion. Nearby, nestled in the foothills of the Rif, Chefchaouen appears like a timeless pause. Its blue-washed streets, quiet and luminous, invite wandering among ancient doors, flower-filled terraces, and mountain views. A city of contemplation and softness, Chefchaouen offers a poetic escape where every step seems to slow time and soothe the senses.

Improved Accessibility

Rabat and Tetouan benefit from excellent accessibility from Europe thanks to growing air connectivity, with direct links from several major European cities. Royal Air Maroc continues to expand its network, making travel easier between Morocco and France, Spain, Belgium, Germany, and Italy.

Tetouan is now becoming a preferred gateway to northern Morocco thanks to the recent opening of Royal Air Maroc’s new base at Tetouan–Sania R’mel Airport. Since spring 2026, the destination has been served by direct flights from Paris Charles de Gaulle, Brussels, Madrid, Barcelona, Malaga, and London Gatwick, significantly reducing travel time from Europe and eliminating the need for domestic connections.

These new routes position Tetouan as an easily accessible destination for European travelers, especially from the French, Spanish, and Benelux markets, while also offering smooth connections to the rest of Morocco via Casablanca.

About St. Regis La Bahia Blanca Resort, Tamuda Bay

Located on Morocco’s northern coast facing the Mediterranean, The St. Regis La Bahia Blanca Resort, Tamuda Bay marks the debut of the St. Regis brand in the Kingdom. Designed as a contemporary riad, the resort celebrates Andalusian heritage and Moroccan craftsmanship through elegant architecture, lush gardens, and traditional materials.

The hotel features 83 rooms and 17 suites, all with private sea-facing balconies, along with the signature St. Regis Butler Service. Its offering includes several dining experiences, a spa inspired by Berber traditions, and dedicated spaces for events and celebrations, all in a setting combining glamour, refinement, and lifestyle.

About The Ritz-Carlton Rabat, Dar Es Salam

The Ritz-Carlton Rabat, Dar Es Salam marks the debut of The Ritz-Carlton brand in Morocco, offering a sumptuous sanctuary nestled within the serene beauty of the Royal Golf Course Dar Es Salam in Rabat. Inspired by ancient royal palaces and Moorish style, the hotel pays tribute to traditional Moroccan craftsmanship.

With imperial textures, vibrant colors, precious materials, and countless decorative details, the hotel’s palatial elegance is a testament to the country’s history and architecture.

Its 117 luxuriously decorated rooms and suites have been meticulously designed to combine Art Deco style with the finest Moroccan craftsmanship. Surrounded by 440 acres of oak forest and lush gardens, guests can enjoy a wide range of recreational activities and exclusive access to the Royal Golf Course Dar Es Salam, featuring two 18-hole courses and one 9-hole course, as well as the Royal Equestrian Club.

Food lovers can indulge in five distinct culinary experiences, including a signature restaurant offering a refined fusion of Moroccan and Asian flavors, and an all-day dining restaurant serving Mediterranean cuisine.

The resort is also home to the Ritz-Carlton Spa, featuring eight treatment rooms and therapies inspired by ancestral rituals, along with a traditional hammam that beautifully honors its Moroccan heritage.

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