People visiting Las Vegas this week were greeted by something unexpected. The giant Sphere was lit up with images of Morocco as the country launched a major tourism campaign aimed at millions of international visitors. The Moroccan National Tourist Office (ONMT) displayed its “Visit Morocco” brand on the Sphere’s huge LED screen as part of a campaign with Expedia Group.
The display featured images linked to Morocco’s tourism campaign, “Morocco, Kingdom of Light”, including traditional zellige designs, Berber carpets, spices and scenes from Chefchaouen, known as Morocco’s blue city.
The campaign comes during the 2026 FIFA World Cup, which is being hosted by the United States, Canada and Mexico. ONMT hopes to use the global attention around the tournament and the popularity of Morocco’s national football team to attract more visitors.
The Las Vegas campaign is part of a wider marketing push in the United States. Morocco has also advertised on giant screens in Times Square in New York, wrapped yellow taxis in Manhattan, Brooklyn and Queens, and organised cultural performances showcasing Moroccan traditions.
The project is part of a three-year partnership between ONMT and Expedia Group, signed during the ITB Berlin travel trade fair. The goal is to double the number of tourist overnight stays in Morocco over the next three years, with a focus on visitors from the United States, the United Kingdom and France.
The partnership includes advertising campaigns, branding activities and greater visibility for Morocco across Expedia’s travel platforms, targeting travellers from the moment they start planning a trip until they make a booking.
The campaign comes as Morocco’s tourism sector continues to grow. The country welcomed a record 19.8 million visitors and generated more than 138 billion dirhams in tourism revenue.
Growth has continued this year. Morocco recorded more than 7.7 million tourist arrivals, up 7% compared with the same period last year. Visitor numbers from English-speaking markets, particularly the UK, have also increased.
