The Moroccan National Tourist Office (ONMT), in partnership with the Royal Moroccan Football Federation (FRMF), has unveiled a large-scale promotional strategy designed to leverage the energy of the Africa Cup of Nations (AFCON 2025) into a significant boost for national tourism.
The announcement was made Tuesday at a major event in Rabat, attended by prominent figures from the sports, tourism, and media sectors. According to ONMT, the initiative aims to position Morocco as an inspiring, welcoming, and high-performing African destination.
A Strategic Partnership Driving Momentum
The ONMT has been accelerating its efforts since signing a strategic partnership with the FRMF in April 2025. The collaboration focuses on transforming Morocco’s football culture—embodied by the Atlas Lions and Atlas Cubs—into a global tourism driver.
As part of this effort, ONMT organized specialized business meetings between African tour operators and Moroccan tourism professionals. These sessions resulted in tailor-made travel packages for AFCON 2025, enhancing the competitiveness of the host cities.
ONMT also launched a European roadshow across major capitals to stimulate demand, encourage early bookings, and expand visibility for Morocco ahead of the tournament.
Air Travel Boost and Co-Branding Campaign
In the aviation sector, ONMT capitalized on its long-standing expertise to encourage airlines to increase flight capacity for AFCON 2025. Several additional flights are expected to be added during the competition.
The Office also introduced a major co-branding initiative titled “Morocco, Land of Football” to strengthen the Kingdom’s image as a central hub for African football. This branding effort is being deployed across airlines, travel agencies, and international media platforms.
Key commercial partnerships have been reinforced to promote travel packages that combine transport, accommodation, and curated cultural experiences. ONMT reports that demand for AFCON 2025 tickets and tourism products has already seen significant growth.
Global Showcasing and Media Outreach
ONMT has promoted the “Morocco, Land of Football” brand at major international events, including the Soccer Summit Miami, to amplify Morocco’s visibility in the global sports tourism market.
A new signature film carrying the same title was also unveiled during the Rabat event. The film will be broadcast simultaneously in twelve countries and across Morocco, presenting a vibrant and universal portrayal of the Kingdom as a football destination and tourist hotspot.
On the digital side, the YALLA mobile application is being upgraded with an integrated guide covering host cities, transportation options, Moroccan lifestyle, fan zones, and cultural activities. Additionally, a dedicated mini-site will be added to the Visit Morocco platform, showcasing major highlights of Moroccan football history.
Content Creators and Diaspora Engagement
To expand international reach, the “Visit Cup Africa” initiative brought together 24 content creators from AFCON-qualifying nations. These creators will produce immersive coverage from stadiums, training centers, and iconic tourist areas throughout the tournament.
A parallel campaign is targeting Moroccan and African diaspora communities in Spain, France, Belgium, the Netherlands, and Italy, generating strong engagement around the “Morocco, Land of Football” identity.
Press Coverage and National Fan Zones
The ONMT has also organized international press trips, exclusive reports, and editorial content focusing on Morocco’s destinations, infrastructure, and tourism offerings. These efforts aim to strengthen Morocco’s positioning in top global news outlets.
During the tournament, fan zones will be installed across several cities—including Essaouira, El Jadida, Oujda, Beni Mellal, and Laâyoune—to foster a festive, nationwide atmosphere and allow fans to experience AFCON 2025 collectively.
Strengthening Morocco’s Global Standing
Through this comprehensive strategy, the ONMT supports and amplifies the FRMF’s efforts as Morocco prepares to host one of Africa’s most significant sporting events. Together, both institutions aim to enhance Morocco’s visibility and influence on the continental and international stage.
