As Morocco prepares to host the 2025 Africa Cup of Nations, the country’s National Tourist Office has teamed up with the Royal Moroccan Football Federation to launch a sweeping initiative aimed at elevating Morocco’s profile as a key global football destination. This campaign, which has been quietly in motion for several months, is set to run through the end of the tournament and seeks to merge the worlds of sport and tourism in a powerful new way.
The details of this ambitious strategy were unveiled on Tuesday, November 18, during a high-profile event in Rabat. Attended by leading figures from the sports industry, tourism sector, and media, the event showcased Morocco’s plans to leverage the excitement and momentum surrounding its national teams to promote an image of the country that’s modern, welcoming, and internationally competitive, on and off the pitch.
The initiative is the result of a strategic agreement signed in April 2025 between the Moroccan National Tourist Office and the country’s football federation. Built around a series of targeted actions, the plan is designed to operate both domestically and abroad. One of the earliest components involved organizing B2B meetings between Moroccan travel professionals and African tour operators. The goal: to create tailored travel packages for fans attending AFCON 2025, directly linked to the host cities.
To build buzz beyond the continent, a promotional roadshow swept through several major European capitals, generating interest and driving early bookings. At the same time, the tourist office worked closely with multiple airlines to boost flight availability ahead of the tournament, securing additional routes and increased frequency to accommodate growing demand.
These efforts are reinforced by a co-branding campaign built around the slogan “Morocco, Land of Football.” More than just a marketing tagline, this message is central to Morocco’s broader mission of positioning itself as Africa’s natural football hub, a place where sport, culture, and hospitality intersect.
