Published on
November 18, 2025
The comprehensive promotion of the Kingdom of Morocco as a world-class tourist and premier sporting destination has been firmly established through a major strategic initiative. The Moroccan National Tourism Office (ONMT) officially launched a far-reaching campaign on a Tuesday, mere weeks before the commencement of the Africa Cup of Nations (AFCON 2025), which is scheduled to kick off on December 21st. This concerted effort is the highly anticipated culmination of a long-term strategic alliance that was forged between the ONMT and the Royal Moroccan Football Federation (FRMF). Formalized in April of the current year, this pivotal partnership is structured to extend through 2030, underscoring a shared commitment to national branding and global visibility. The core objective of this expansive promotional plan, which was developed jointly with the national football authority, is to utilize the considerable cultural and social power inherent in football to advance the perception of Morocco into the exclusive ranks of the world’s leading travel destinations.
The entire undertaking is meticulously designed to transform the deep-seated national passion for the sport into a potent lever for tourism, effectively positioning the nation as an authoritative sporting powerhouse that simultaneously serves as an elite vacation spot. Official statements released during the campaign’s unveiling described Morocco as an inspiring, hospitable country, one that is intrinsically integrated into African dynamics while being resolutely oriented toward high performance on the global stage. It has been made clear that the office’s leadership intended for this promotional vehicle to re-display how fundamentally the sport is intertwined with the national identity. The elaborate measures designed for this endeavor were unveiled during a prominent event held in Rabat, which was attended by influential figures from the realms of sports, tourism, and media, including Fouzi Lekjaa, who serves as the President of the FRMF. The central mission was articulated as converting the immense energy generated by the successes of the Atlas Lions, Morocco‘s national team, into a powerful and sustained engine for tourist attraction and international recognition.
The Foundations of Collaboration: A Long-Term Strategic Alliance
The strategic agreement signed between the ONMT and the FRMF provided the essential framework upon which the current promotional drive has been meticulously constructed. This collaboration is considered a valuable and unparalleled opportunity for attracting significant numbers of tourists to the North African country. Following the signing of this foundational agreement, a carefully orchestrated escalation plan was immediately put into place and executed by the ONMT. The initial phases involved organizing a series of professional meetings with key African tour operators. These specialized sessions were instrumental in allowing the operators to fully explore and familiarize themselves with Morocco‘s world-class football infrastructure and its extensive tourism offerings. Crucially, these meetings led directly to the creation of specialized AFCON 2025 travel packages, a key action intended to significantly strengthen the competitiveness of the host cities selected for the major tournament.
The Signature Film: A Cinematic Manifestation of National Identity
The very heart and soul of the promotional strategy is encapsulated within a signature campaign film, which is itself titled “Morocco, Land of Football.” This 90-second production, considered the centerpiece of the campaign, was simultaneously broadcast across Morocco and 12 other nations during the week of the launch. The film’s narrative was meticulously developed to visually represent how deeply football is woven into the everyday fabric of the nation, being played in various corners of the country by diverse age groups. It serves as a vivid manifestation of how the sport is not merely a pastime but an intrinsic component of the national identity and daily lifestyle.
The production was expertly enhanced by the inclusion of national team stars, specifically Achraf Hakimi and Brahim Diaz. Their roles were not depicted as competitive players but rather as supportive, inspiring followers of talented, ambitious youth, thereby reflecting a visual narrative of a sporting nation focused intently on the future. The presence of these globally recognized athletes was deliberately included to enhance the film’s international credibility with audiences worldwide, skillfully bridging the concepts of elite athletic performance with popular cultural resonance.
Mobilizing Digital Assets and Expanding Reach
The overall strategy encompassed a significant digital enhancement component designed to turbocharge the ambitions of the FRMF on international stages. This included a substantial upgrade to the YALLA application. This revised digital tool now features comprehensive guides that cover all host cities, the unique Moroccan lifestyle, transportation options, dedicated fan zones, and rich cultural experiences available to visitors. Complementing this, an official sub-site was established on the Visit Morocco portal, which is specifically designed to showcase prominent and defining moments in the nation’s illustrious football history.
A large-scale public relations offensive was concurrently launched. This initiative was characterized by the organization of numerous press trips, the coordination of detailed field reports, and the production of exclusive content. This content was purposefully focused on highlighting the host destinations, the country’s upgraded infrastructure, and the myriad of tourism experiences on offer, with the resulting material being published across various leading international media platforms.
National Integration and the Promise of Infrastructure
To ensure a unified and national experience of the tournament’s excitement, dedicated fan zones were established in several key cities across the nation. These zones are slated to operate during the competition in Essaouira, El Jadida, Oujda, Beni Mellal, and Laayoune, creating unified popular atmospheres that will allow a diverse array of audiences to share in the excitement nationwide. Domestically, the campaign’s message has been disseminated across a broad spectrum of media, including television, radio, press, and prominent billboards, ensuring that this national celebration is shared with the widest possible audience while powerfully showcasing a country that radiates football passion, which in turn significantly strengthens its national identity and well-earned reputation for hospitality.
