Morocco's Bold Vision: Establishing It as a Premier Football Destination

Morocco’s football federation and tourism office have signed a landmark agreement aimed at positioning the country as a premier football destination by 2030, capitalizing on the national team’s recent international successes.

The Royal Moroccan Football Federation (FRMF) and the National Moroccan Tourism Office (ONMT) are collaborating under the banner “Morocco, Land of Football,” integrating the sport into the nation’s tourism strategy. ONMT emphasized that this partnership transcends institutional collaboration, embodying a shared vision of a Morocco that shines through football, serving as a catalyst for promotion, pride, and tourist attraction.

This strategic alliance emerges at an opportune moment, coinciding with two significant sporting events: the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup, which Morocco will co-host with Spain and Portugal. The initiative builds on the fervent public enthusiasm following the Atlas Lions’ impressive performance in the 2022 World Cup.

Under the terms of the agreement, both entities will launch an integrated communication strategy that combines visibility campaigns, influencer marketing, and joint promotional activities. The initiative will also harness the influence of iconic figures from Moroccan football to breathe life into this vision, showcasing the country’s world-class sports facilities, rich cultural heritage, and diverse tourist attractions.

ONMT has already initiated preparations for AFCON 2025, holding workshops for tourism operators from twelve African nations, including Senegal, Côte d’Ivoire, Nigeria, and Cameroon. Additionally, promotional events are planned in European countries with significant African communities.

The tourism office has been expanding its international presence, recently launching a roadshow across North America, with stops in Toronto, Boston, and Chicago. Efforts to enhance air connectivity are underway, introducing new routes such as Montreal-Marrakech with Air Transat, New York-Marrakech with United Airlines, and Atlanta-Marrakech with Delta Airlines.

Further reinforcing Morocco’s growing prominence in global tourism, the country was awarded the title of Best Tourism Destination Partner 2025 by Italy’s Welcome Travel Group during a recent convention in Casablanca. ONMT Director General Achraf Fayda, who received the accolade, revealed plans to boost annual Italian visitors from the current 900,000.

This football-tourism partnership represents the latest phase of ONMT’s “Light In Action” campaign, which is focused on developing key international markets through strategic collaborations.