As Morocco gears up to host the 2025 Africa Cup of Nations (AFCON), the country is seizing the opportunity to showcase its tourism potential on the global stage. Through a wide-reaching international campaign, Moroccan authorities are highlighting the nation’s infrastructure and hospitality to attract future travelers – and position Morocco as a top destination for sports tourism.
The Moroccan National Tourist Office (ONMT) is currently welcoming a handpicked group of travel influencers, tour operators, journalists, and professional association leaders from across Europe and North America. The initiative, titled “Morocco, Land of Football,” is part of a broader effort to present the country as a credible host for major international sporting events.
Participants are invited not only to attend AFCON matches but also to explore Morocco’s state-of-the-art stadiums, luxury accommodations, modern transportation networks, and rich mix of cultural and natural landmarks. Together, these elements form the foundation of the image Morocco wants to project to the world: a country that combines world-class event capabilities with unforgettable travel experiences.
The targeted markets – primarily in Europe and North America – are seen as strategic for Moroccan tourism, both in terms of visitor volume and economic impact. By directly involving influential industry figures, the campaign aims to generate authentic word-of-mouth promotion and long-term partnerships.
Alongside this on-the-ground effort, the ONMT is rolling out a series of complementary actions. These include marketing campaigns across Africa and Europe, expanded flight options to and from Morocco, the release of a promotional film in a dozen countries, and the creation of fan zones in several Moroccan cities to energize local and visiting fans alike.
All these efforts are part of a strategic agreement signed in April 2025 between the ONMT and the Royal Moroccan Football Federation. The shared goal: to establish Morocco as a leading destination for sports tourism by 2030.
