Doha – Morocco’s football federation and tourism office signed today a groundbreaking agreement to establish the country as a major football destination by 2030, building on the national team’s recent international success.
The Royal Moroccan Football Federation (FRMF) and the National Moroccan Tourism Office (ONMT) will work together under the banner “Morocco, Land of Football,” placing the sport at the heart of the country’s tourism strategy.
“More than an institutional partnership, this convention is a shared vision: that of a Morocco that shines through football and makes it a lever for promotion, pride and tourist attractiveness,” ONMT said in a statement released after the signing.
The timing of this collaboration is strategic, coming ahead of two major sporting events: the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup, which Morocco will co-host with Spain and Portugal.
The initiative builds on widespread public enthusiasm following the Atlas Lions’ historic World Cup performance in 2022.
Under the agreement, both organizations will implement an integrated communication strategy combining visibility campaigns, influence marketing, and joint promotional activities.
The initiative will mobilize iconic figures from Moroccan football to bring this vision to life, with the aim of showcasing the country’s world-class sporting facilities, rich cultural heritage, and diverse tourist attractions.
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ONMT has already begun preparations for AFCON 2025, planning a series of workshops last week for tourism operators from twelve African nations, including Senegal, Côte d’Ivoire, Nigeria, and Cameroon.
The office will also hold promotional events in European countries with large African communities.
The tourism body has been expanding its reach globally. Earlier this week, ONMT launched a roadshow across North America, visiting Toronto, Boston, and Chicago.
The office is working to increase air connections, with new routes including Montreal-Marrakech with Air Transat, New York-Marrakech with United Airlines, and Atlanta-Marrakech with Delta Airlines.
Further validating Morocco’s rising stature in global tourism, the country was honored as Best Tourism Destination Partner 2025 from Italy’s Welcome Travel Group during a convention in Casablanca.
ONMT Director General Achraf Fayda, who accepted the award, revealed plans to increase Italian visitors from the current 900,000 annually.
The football-tourism partnership marks the latest phase of ONMT’s “Light In Action” campaign, which focuses on developing key international markets through strategic collaborations.
