Why Alliances is betting on Rixos to put Port Lixus back on the map

Announced in November, the initiative is part of a broader program encompassing three luxury resorts—two of them in Marrakech—with a total estimated investment of 3 billion dirhams. A source close to the Alliances group explains that the decision to focus on Port Lixus stems from a desire to revitalize a seaside resort that has yet to achieve the success of destinations such as Taghazout or Mazagan.

A logical partnership built to last

"The decision to partner with the Turkish hotel chain Rixos is anything but random. It is based on the strength of the brand’s positioning and the distinctiveness of its Luxury All Inclusive concept, which redefines the standards of upscale hospitality," our source explains. The Accor subsidiary is renowned for delivering a comprehensive experience that blends accommodation, gastronomy, wellness, sports, and entertainment, all underpinned by internationally proven standards.

Rixos’ affiliation with the French tourism group Accor is highlighted as a major strategic lever for Alliances. This partnership enables the Moroccan developer to broaden its reach beyond traditional European markets, tapping into new high-potential customer bases in Eastern Europe, Turkey, Russia, and the Gulf countries.

On the sustainability of this collaboration, our interlocutor believes that the Alliances group is committed to a strategic, solid, and lasting partnership with Rixos. The projects currently underway, he adds, reflect a strong conviction about the relevance of this concept in the Moroccan context.

Clearly optimistic, he notes that the alliance between the Moroccan and Turkish groups marks the start of a long-term collaboration. Other projects are already under discussion, aimed at supporting the upgrading of the national tourism offer and contributing to the development of high-potential destinations.

An Investment Choice Driven by Territorial Rebalancing

Although the seaside resort of Lixus has never truly taken off since the launch of the Azur Plan, our interlocutor stresses that the Moroccan group fully embraces and assumes this territorial choice.

"It is precisely because of their largely untapped potential that we chose Larache and the Port Lixus resort," our source specifies, pointing to the region’s Atlantic coastline, its rich historical heritage, its proximity to Tangier, its favorable climate, and its strong accessibility.

Given that Alliances seeks to foster a more balanced tourism development by creating local employment, stimulating the regional economy, and showcasing destinations with high added value, the decision to invest in this region clearly reflects a desire for territorial rebalancing.

Creating an Integrated Tourism Ecosystem

While our interlocutor remains cautious about disclosing the necessary investment amount, which continues to evolve with ongoing feasibility studies, another reliable source estimates that this luxury resort—featuring around 400 rooms, multiple restaurants, sports facilities, and beach amenities—should mobilize several hundred million dirhams, potentially reaching up to 1 billion dirhams.

However, the key for Alliances is that this hotel represents only the first step in a broader investment strategy. Its launch is part of a structured program within the Lixus resort, encompassing a residential component, leisure and entertainment facilities, and dedicated recreational spaces—all with the ultimate goal of creating a truly integrated tourism ecosystem.

The ambition is to gradually and responsibly roll out a comprehensive, high-quality tourism offer, grounded in economic viability and designed to generate a positive impact across the entire region.

Towards a Sustainable Renaissance from 2030 Onwards?

According to our interlocutor, this 7.5-hectare project is scheduled for delivery alongside the two other hotels planned in Marrakech, with completion expected by the end of 2029 and full operation beginning in 2030.

If the promises of making this project a true catalyst for rebirth are fulfilled, Port Lixus could finally step out of the shadows and secure its place on the map of high-end tourism in Morocco.