ONMT Strategy for CAN 2025
Morocco, a Land of Football: ONMT Unveils Ambitious Strategy to Establish Morocco as a True Football Hub
During a major event held on Tuesday in Rabat, the Moroccan National Tourism Office (ONMT), in partnership with the Royal Moroccan Football Federation (FRMF), unveiled a series of initiatives aimed at transforming the sports energy generated by the Atlas Lions and Lion Cubs into a powerful tool for tourism attraction.
According to ONMT, this initiative seeks to present an inspiring and welcoming Morocco to the world, rooted in an African dynamic and clearly 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 steadily ramping up preparations for the 2025 Africa Cup of Nations (CAN) to be hosted in Morocco.
Multiple structural actions have been initiated, including:
Business-to-business meetings between African tour operators and Moroccan professionals,
The creation of tailored tourism offers for host cities,
And the launch of a European Road Show designed to boost demand and invigorate bookings.
Enhanced Air Transport for CAN 2025
Leveraging its expertise, the ONMT has engaged several airlines to increase transportation capacity during the competition. This effort is supported by the launch of a comprehensive co-branding program titled “Morocco, a Land of Football,” solidifying the Kingdom’s position as a natural hub for African football.
In parallel, strategic commercial partnerships have allowed for the dissemination of campaigns that integrate travel packages, accommodations, and tourist experiences, leading to a significant increase in demand for CAN 2025 tickets.
Increased Presence at Major Football Events
ONMT has also made its mark at major football events, such as the Soccer Summit in Miami, where the concept “Morocco, a Land of Football” was heavily promoted.
A signature film bearing the same title was unveiled in Rabat, set to be broadcast simultaneously in twelve countries to promote a modern, vibrant, and universal image of Morocco.
An Immersive and Innovative Digital Strategy
The digital momentum is also intensifying. The YALLA app will be enriched with a comprehensive guide dedicated to host cities, mobility options, fan zones, Moroccan lifestyle, and cultural experiences. An official mini-site will be integrated into “Visit Morocco” to highlight the key moments of national football.
The “Visit Cup Africa” operation has engaged 24 content creators from qualified countries to produce immersive narratives from the stadiums, training centers, and tourist sites. In Europe, targeted actions have mobilized the Moroccan diaspora in France, Spain, Belgium, the Netherlands, and Italy.
Public Relations and International Media Coverage
To amplify impact, ONMT has organized press trips, reports, and exclusive content on destinations, infrastructures, and tourist experiences. These contents have been shared across the most influential international platforms.
On the ground, fan zones will be established during the competition in several cities, including Essaouira, El Jadida, Oujda, Béni Mellal, and Laâyoune, creating a festive and unifying atmosphere nationwide.
Complementary Framework to the Vision of FRMF
All these actions support and bolster the work of the Royal Moroccan Football Federation, while amplifying Morocco’s visibility on both African and international stages. Through “Morocco, a Land of Football,” the Kingdom asserts its ambition: to make football a strategic driving force for tourism development.
