Morocco unveils campaign to boost tourism through AFCON 2025

With just a month remaining before the Africa Cup of Nations (AFCON) 2025 kicks off on December 21, the Moroccan National Tourism Office (ONMT) has launched a strategic promotional campaign to position Morocco as a leading football destination. The initiative, unveiled on Tuesday, seeks to harness the nation’s passion for football as a driver for tourism and global recognition.

A partnership to elevate Morocco’s global brand

This campaign builds on a strategic agreement between ONMT and the Royal Moroccan Football Federation (FRMF) established in April and running through 2030. The plan aims to integrate Morocco’s rich football culture into its tourism identity, presenting the country as both a sporting powerhouse and a prime travel destination.

ONMT Director General Achraf Fayda emphasized the synergy between football and tourism, describing the initiative as “a promotional plan developed jointly with the Royal Football Federation to highlight Morocco as a world-class tourist destination.” The campaign also underscores Morocco’s integration into African dynamics and its commitment to excellence.

Tuesday’s launch event in Rabat brought together prominent figures from sports, tourism, and media, including Fouzi Lekjaa, President of the FRMF. The initiative focuses on converting the electrifying energy created by stadiums and the Atlas Lions’ performances into a potent tourism asset.

Showcasing Morocco’s football and tourism potential

The ONMT has implemented a series of steps to ensure the campaign’s success. These include organizing professional meetings with African tour operators to highlight Morocco’s football and tourism infrastructure, creating tailored AFCON packages, and strengthening the appeal of host cities.

A European promotional tour brought the campaign to major capitals, targeting the African diaspora and encouraging them to celebrate the tournament in Morocco. Additionally, aviation partnerships have increased flight capacity, while commercial collaborations offer packages blending transport, accommodation, and tourism experiences.

To amplify its global reach, ONMT participated in international football events like the Soccer Summit Miami, promoting the “Morocco, Land of Football” brand. These efforts have already boosted demand for AFCON 2025 tickets.

A cinematic celebration of Moroccan football culture

A signature campaign film titled “Morocco, Land of Football” debuted this week, airing in 12 countries as well as Morocco. The 90-second film highlights the pervasive role of football in Moroccan life, featuring national team stars Achraf Hakimi and Brahim Diaz alongside everyday players from diverse age groups and backgrounds. Directed with an artistic flair, the film integrates the sun as a symbolic narrative element, echoing Morocco’s earlier “Land of Light” campaign.

The film’s soundtrack, a rearranged version of “Can’t Take My Eyes Off You” by Meriem Abou El Wafa, lends it an emotional, heartfelt tone, serving as a tribute to Morocco’s football identity and its hospitable spirit.

Digital tools and immersive experiences

The ONMT has also enhanced digital platforms, including an upgraded YALLA app featuring guides to host cities, fan zones, transportation options, and cultural experiences. A dedicated sub-site on Visit Morocco highlights key moments in Moroccan football history.

Additionally, the “Visit Cup Africa” initiative engages 24 content creators from participating AFCON nations, who will share immersive stories from stadiums and iconic Moroccan landmarks. A parallel campaign targets Moroccan communities in Europe, fostering connections to the “Morocco, Land of Football” brand.

Fan zones will be set up in cities such as Essaouira, El Jadida, Oujda, Beni Mellal, and Laayoune, allowing fans nationwide to share in the tournament’s excitement.

Boosting tourism through football

The campaign positions Morocco as a destination that combines modern infrastructure with cultural richness and renowned hospitality. According to former Moroccan footballer Salaheddine Bassir, Morocco’s development in roads, airports, stadiums, and hotels enhances its appeal to tourists, who can enjoy a blend of tradition and modernity.

By intertwining football with tourism, the ONMT and FRMF aim to elevate Morocco’s standing on the African and international stages. The campaign spans television, radio, print, and billboards, capturing the vibrancy of a nation passionate about football while reinforcing its status as a welcoming and dynamic destination.