The firm first set up operations in Al Hoceima in 1963 and now operates three resorts in the country which, prior to the Covid-19 pandemic, was a growing market for the brand, with visitor numbers up 13% over the past three years.
Costing around £80 million, Club Med Essaouira will be its fourth Moroccan resort – a new "four-trident" facility featuring 350 rooms and a Club Med Exclusive Collection space.
Open all year-round, the eco-resort will be targeted at families and active couples.
Club Med says the Essaouira resort will be "fully integrated" into the surrounding environment, offering a tourism experience combining natural, historical and cultural heritage with various leisure activities, including water sports.
It is scheduled to open in 2024.
Elsewhere, Club Med plans to invest around £22.5 million renovating and extending its Marrakech La Palmeraie resort with approximately another 100 rooms, a large family swimming pool and baby club.
The project also includes the renovation of the Club Med Exclusive Collection "Le Riad", the resort’s spa, restaurants, and meeting and events area.
Meanwhile, Club Med Yasmina – which was renovated in 2011 – will receive a further £3 million investment to refurbish some areas of the resort and extend its opening period.
Club Med said the projects would sustain the group’s operations in Morocco, create new job opportunities and attract "a new clientele".
Henri Giscard d’Estaing, Club Med president, said: "Club Med has confirmed its commitment to Morocco through projects in Marrakech La Palmeraie, Yasmina and Essaouira. These various investments will enable Club Med to meet the expectations of families and active couples even more effectively.
"At a time when tourism is going through a particularly difficult period, these announcements symbolise our desire to move forward, to strengthen the strong and close bonds that we have built, and to contribute to the international presence of Morocco thanks to our position as world leader in premium all-inclusive resorts."
