The objective is to present to the world an inspiring and welcoming Morocco, one rooted in an African dynamic and firmly committed to performance, according to a statement by the ONMT.
Since the signing of the Strategic Agreement with the FRMF in April 2025, the ONMT has been orchestrating a progressive acceleration.
Professional meetings were first organized between African tour operators and Moroccan tourism stakeholders, resulting in the development of tailored AFCON travel offers and enhancing the competitiveness of host cities.
This was followed by a European roadshow held across major capitals, with the goal of stimulating demand and boosting bookings.
In the aviation sector, the ONMT leveraged its expertise to expand flight offerings with several airlines, driving the addition of extra routes for AFCON 2025 and launching a large-scale co-branding campaign under the theme “Morocco, Land of Football”, reinforcing the Kingdom’s position as Africa’s natural football hub.
The Office has also strengthened key commercial partnerships to ensure the rollout of dedicated campaigns integrating transport, accommodation and tourism experiences. This initiative has generated a notable increase in demand for AFCON ticketing.
The ONMT also participated in major international and national football events, including the Soccer Summit Miami, positioning “Morocco, Land of Football”.
In terms of communication, a signature film titled “Morocco, Land of Football” was presented Tuesday and will be broadcast simultaneously in twelve countries and in Morocco. Its purpose is to convey a vibrant and universal image of the Kingdom as a host nation for football.
The digital strategy follows the same ambition. The YALLA app will be upgraded with a complete guide dedicated to host cities, Moroccan lifestyle, transportation, fan zones and cultural experiences. An official mini-site will also be added to the “Visit Morocco” platform to highlight key moments of national football.
A campaign titled “Visit Cup Africa” has also mobilized 24 content creators from qualified countries to produce immersive storytelling from stadiums, training facilities and major tourist points of interest. Parallel engagement campaigns were conducted across Europe, targeting diaspora communities in Spain, France, Belgium, the Netherlands and Italy, creating strong momentum around the “Morocco, Land of Football” brand.
In the field of public relations, press trips, exclusive features and dedicated content on destinations, infrastructure and tourism experiences have been coordinated by the ONMT across major international media outlets.
On the ground, fan zones will be installed in several cities, including Essaouira, El Jadida, Oujda, Beni Mellal and Laâyoune, during the competition to create a unifying and festive atmosphere for fans across the country.
This strategy deployed by the ONMT supports and amplifies the efforts of the Royal Moroccan Football Federation, strengthening Morocco’s influence at the African and international levels.
Editorial team/le7tv