Morocco Positions Itself as a “Football Land” Through a Strategic Partnership with FRMF and ONMT
In an ambitious effort to strengthen its position on the global stage, the Royal Moroccan Football Federation (FRMF) and the Moroccan National Tourism Office (ONMT) recently signed a strategic agreement under the slogan “Morocco, Land of Football.” This partnership aims to position the Kingdom as a major player in the fields of football and tourism by 2030.
More than just a simple institutional collaboration, this agreement embodies a shared vision: to use football as a lever for promotion, pride, and tourism attractiveness for Morocco. According to a statement from the ONMT, the goal is to build a strong image and an inspiring narrative that captivates football enthusiasts around the world, while also highlighting the country’s natural, cultural, and sporting assets.
The communication strategy associated with this initiative includes coordinated promotional actions and the involvement of prominent figures in national football. These actions aim to bring this vision to life on the ground, embodying the spirit of “Morocco, Land of Football” and preparing the country for major global events such as the 2025 Africa Cup of Nations and the 2030 World Cup.
The partnership is also built on the popular momentum generated by the exceptional performance of the Atlas Lions during the 2022 World Cup, strengthening the commitment of both institutions to make football a cornerstone of Morocco’s territorial and tourism marketing.
Through this initiative, Morocco aims to celebrate its unique passion for football, showcase its talents and hospitality, and position itself as a global model where sport and tourism complement each other, with 2030 as the horizon for recognition.
