CAN 2025: ONMT Enhances Morocco’s Image in Stadiums
On the occasion of the 2025 Africa Cup of Nations, the Moroccan National Tourism Office (ONMT) is ramping up its efforts to enhance Morocco’s appeal. In addition to on-the-ground initiatives, the Office is utilizing stadiums as new, high-impact communication platforms.
Prince Moulay Abdellah Stadium as a Showcase for Morocco
The international campaign spot “Morocco, Land of Light” is being broadcast on the monumental outdoor screen of Prince Moulay Abdellah Stadium in Rabat, one of the Kingdom’s most iconic sports infrastructures. This initiative provides exceptional visibility for the landscapes, modernity, and hospitality of Morocco.
A Massive Exposure to National and International Audiences
Through this broadcast, thousands of supporters, visitors, and locals, as well as international audiences in Rabat for major sporting events, are discovering a modern, inspiring, and welcoming Morocco. For the ONMT, this is an innovative approach that aligns with high-profile media events.
LED Technology Enhancing Tourist Communication
Designed by Lamalif Group, specialists in architectural lighting and innovative urban solutions, the façade of the stadium is transformed into a large-scale luminous media surface. With integrated LED technology, the stadium becomes a powerful visual signal that can be seen from afar and is seamlessly integrated into the urban landscape of the capital.
Sport as a Strategic Lever for Promoting the Kingdom
This initiative falls under the strategic partnership between the Moroccan Football Federation (FRMF) and the ONMT, aimed at making sports a major driver of tourism promotion. By linking football with the valorization of the Moroccan destination, this partnership enhances the Kingdom’s brand image and attractiveness to both national and international markets.
