AFCON 2025: ONMT Launches European Roadshow Under the Banner “Morocco, Land of Football”
In the lead-up to the 2025 Africa Cup of Nations, the Moroccan National Tourist Office (ONMT) has launched a European roadshow from June 16 to 23 under the theme “Morocco, Land of Football.” This initiative is part of ongoing efforts by the Royal Moroccan Football Federation (FRMF) to promote the Kingdom ahead of the continent’s biggest football tournament.
“Madrid, Paris, Brussels, Amsterdam, Milan. Five of Europe’s most influential capitals will host the roadshow organized by the ONMT under the signature ‘Morocco, Land of Football’,” the Office said in a statement. “This initiative is part of Morocco’s international promotion strategy as the country prepares to host the 2025 Africa Cup of Nations with ambition and commitment.”
According to the ONMT, this tournament is a chance for Morocco, and the FRMF in particular, to express a national vision that is deeply rooted in culture, focused on Africa, and fully engaged in global momentum.
Achraf Fayda, Director General of the ONMT, stated, “The Kingdom of Morocco is getting ready to welcome Africa. As part of our agreement with the FRMF, this roadshow is meant to tell a collective story: that of a country looking to the future, proud of its roots, and passionate about football. ‘Morocco, Land of Football’ is an invitation to experience AFCON 2025 as an unforgettable journey.”
The roadshow follows a strategic agreement signed in April between the ONMT and the FRMF, which aims to position Morocco as a global leader in both football and tourism by 2030.
The tour is designed to bring together professionals in tourism and sports, members of the media, and content creators through an immersive and unifying campaign. In each city, more than a hundred travel agents and tour operators will take part in discussions, along with specialists in African, community-based, and experiential tourism. The involvement of African media outlets reflects the spirit of south-south cooperation that underpins the initiative.
Each stop on the roadshow will spotlight Morocco’s tourism assets through multisensory experiences, inspiring testimonies, and encounters with iconic sports figures.
With a young and engaged population, modern infrastructure, and a well-established tradition of hospitality, Morocco is positioning itself as a key player in tourism and sport across the continent.
This roadshow is one of the major highlights of the ONMT’s strategy for AFCON 2025. It demonstrates Morocco’s commitment to organizing a tournament that is inclusive, sustainable, and inspiring.
By engaging both European and African partners, the ONMT, in close collaboration with the FRMF, reaffirms its belief that Morocco is ready to make AFCON 2025 a historic moment for Africa and its talents.
Editorial team/le7tv
