ONMT’s Strategy for CAN 2025
Morocco: A Land of Football – ONMT Unveils an Ambitious Strategy to Establish Morocco as a True Football Destination
During a major event held in Rabat on Tuesday, the Moroccan National Tourist Office (ONMT), in partnership with the Royal Moroccan Football Federation (FRMF), presented a series of initiatives aimed at transforming the sporting energy generated by the Atlas Lions and Lion Cubs into a powerful driver for tourism attraction.
According to the ONMT, this initiative seeks to showcase an inspiring Morocco to the world, which is welcoming, deeply rooted in an African dynamic, and resolutely focused on performance.
A Strategy Strengthened Since the ONMT-FRMF Agreement of 2025
Since the signing of the Strategic Agreement between ONMT and FRMF in April 2025, the Office has been gradually ramping up its efforts to prepare for the AFCON 2025, which will be hosted in Morocco.
Several key actions have been initiated, including:
Business-to-business (B2B) meetings between African tour operators and Moroccan professionals.
The creation of specific tourist offers for host cities.
The launch of a European Roadshow designed to stimulate demand and boost bookings.
Enhanced Air Transport Infrastructure for AFCON 2025
Leveraging its expertise, the ONMT has partnered with several airlines to increase transport capacity during the competition. This initiative is supported by the launch of a major co-branding program, “Morocco, Land of Football,” solidifying the Kingdom’s position as the natural hub for African football.
Additionally, strategic commercial partnerships have enabled the launch of campaigns that include travel packages, accommodation, and tourist experiences, resulting in a notable increase in demand for AFCON 2025 tickets.
A Stronger Presence at Major Football Events
The ONMT has also made a name for itself at major football events, such as the Soccer Summit in Miami, where the concept “Morocco, Land of Football” was prominently featured.
A signature film bearing the same name was unveiled in Rabat and will be broadcast simultaneously in twelve countries to promote a modern, vibrant, and universal image of Morocco.
An Immersive and Innovative Digital Strategy
The digital dynamic is also intensifying. The YALLA app will be enhanced with a comprehensive guide dedicated to host cities, transportation options, fan zones, Moroccan lifestyle, and cultural experiences. An official mini-site will be integrated into “Visit Morocco” to highlight significant moments in national football.
The “Visit Cup Africa” operation has mobilized 24 content creators from the qualified countries to produce immersive stories from stadiums, training centers, and tourist sites. Targeted actions in Europe have also engaged the Moroccan diaspora in France, Spain, Belgium, the Netherlands, and Italy.
Public Relations and International Media Coverage
To amplify impact, the ONMT has organized press trips, reports, and exclusive content on tourist destinations, infrastructure, and experiences. These materials have been disseminated through the most influential international media outlets.
On the ground, fan zones will be set up during the competition in several cities, including Essaouira, El Jadida, Oujda, Béni Mellal, and Laâyoune, to create a festive and unifying atmosphere nationwide.
A Complementary Strategy to the Vision of the FRMF
All of these actions support and enhance the work of the Royal Moroccan Football Federation, while amplifying Morocco’s visibility on both the African and international stages. With “Morocco, Land of Football,” the Kingdom asserts its ambition to make football a strategic engine for tourism development.
