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Dubai’s Sunset Hospitality Group rises in Morocco

By Andy Sambidge
The View Hotel in Moroccan capital Rabat will be among the first establishments to benefit from the SHG-AHG collaboration The View Hotel
The View Hotel in Moroccan capital Rabat will be among the first establishments to benefit from the Sunset-AHG collaboration
  • Alliance with African Hospitality Group starts with View Hotels
  • Morocco attracted 11m tourists last year
  • Sunset investing after funding from Goldman Sachs

Sunset Hospitality Group has announced a partnership to enter Morocco as part of its ongoing global expansion plans.

Sunset, which operates over 25 hospitality brands around the world, ranging from resorts and beach clubs to restaurants and nightlife venues, has teamed up with African Hospitality Group (AHG) to develop new lifestyle experiences in Morocco.

Having recently announced planned openings in Italy and Vietnam, Sunset described the AHG partnership as “important forwards step” in its “aggressive” expansion plan.

Antonio Gonzalez, CEO and founder, Sunset Hospitality Group, said: “The new alliance with AHG enables us to extend our operations into North Africa, and look forward to a long and successful relationship as we work together to help evolve and elevate the sector through the creation of unique, unmissable experiences.”

The first collaborative project will be the View Hotels, an AHG upscale leisure hospitality brand, with Sunset helping to enhance the brand as a premium, urban destination for tourists and locals. 

It also aims to unlock part of the region’s potential demand for high value and quality lifestyle hospitality and F&B experiences.

Face, Head, PersonSupplied
Antonio Gonzalez, CEO and founder of Sunset Hospitality Group

Morocco attracted nearly 11 million tourists last year as the number of arrivals reached 84 percent of pre-pandemic levels, helped in the last quarter by the country’s football team which reached the semi-finals of the World Cup in Qatar.

Tourism revenues also reached $8 billion in the first 11 months of the year.

Abbas Azzouzi, CEO of Africa Hotels Management, AHG’s management arm, added: “Through its brands and operations, Sunset has already paved the way within the hospitality space in other markets.

“We envision its long-standing experience and expertise will enable us to replicate the success together here in Morocco.”

Sunset has millions to invest after securing funding from Goldman Sachs Asset Management in November and the company is also targeting growth in the UK, US, the Mediterranean and Asia.

“By the end of 2023 we hope to open a further 20 venues and increase our presence from nine countries to 14,” Gonzalez told AGBI in February.

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