‘Land of Football’: ONMT Unveils Strategic Campaign for AFCON 2025

Marrakech – With only one month remaining before the Africa Cup of Nations 2025 kicks off on December 21, the Moroccan National Tourism Office (ONMT) launched a comprehensive promotional campaign on Tuesday to position Morocco as a premier football destination.

The initiative represents the culmination of a strategic partnership between ONMT and the Royal Moroccan Football Federation (FRMF), formalized in April and extending through 2030. The campaign aims to elevate Morocco’s brand to the ranks of world-leading destinations in football.

Achraf Fayda, ONMT Director General, told Morocco World News (MWN) the plan developed “jointly with the Royal Football Federation” combines “the power of football to promote the destination as a world-class tourist destination.” He described it as “a promotional plan that we have developed since April.”

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Organized in partnership with the country’s football authority, Tuesday’s event in Rabat featured prominent figures from sports, tourism, and media, including Fouzi Lekjaa, President of the FRMF. The office unveiled measures designed to convert energy from stadiums, carried by the Atlas Lions, into a powerful engine for tourist attraction.

The campaign presents Morocco as “an inspiring, hospitable country, integrated into African dynamics and oriented toward high performance,” according to official statements.

Since signing the strategic agreement, ONMT implemented a carefully orchestrated escalation plan. The office first organized professional meetings with African tour operators, enabling them to discover Morocco’s football and tourism infrastructure. These sessions produced specialized AFCON packages, strengthening the competitiveness of host cities for the tournament.

A subsequent European promotional tour covered major capitals to stimulate demand and activate travel bookings. ONMT “conducted a roadshow in Europe, where we have invited the African diaspora who are living in Europe to come and join us in this African celebration,” Fayda told MWN.

Regarding aviation partnerships, the Office leveraged its expertise to strengthen airline offerings, contributing additional flights for AFCON 2025. It launched extensive joint campaigns for the “Morocco, Land of Football” brand, reinforcing the North African country’s position as a natural platform for African football.

The partnership between ONMT and FRMF provides a valuable opportunity to attract tourists to the country.

Major commercial partnerships ensure dedicated campaign broadcasts featuring comprehensive packages including transport, accommodation, and tourism experiences. These efforts resulted in tangible increases in AFCON 2025 ticket demand.

ONMT participated in major Moroccan and international football events, including the Soccer Summit Miami, promoting the “Morocco, Land of Football” brand internationally.

The campaign film highlights Morocco’s football identity

The centerpiece campaign features a signature film titled “Morocco, Land of Football,” broadcasting this week simultaneously across 12 countries and Morocco. Fayda explained they “announced an advertising campaign which encapsulates the Kingdom of Football, which is a commercial that has been developed to re-display how football is part of our identity.”

The 90-second film showcases “how football is played on an everyday basis in the different corners of the country by the different age groups,” according to Fayda. He described it as “a manifestation of how football is part of our identity and how it is part of our daily lifestyle.”

The production features national team stars Achraf Hakimi and Brahim Diaz as supportive followers of talented, ambitious youth, reflecting continuity of a sporting nation looking toward the future. Their presence enhances film credibility with international audiences while bridging athletic performance and popular culture.

The film employs a creative choice, making the sun a main narrative character, referencing the “Morocco, Land of Light” campaign. The sun serves as a narrative thread connecting scenes, places, and emotions, symbolizing a country that welcomes, accompanies, and elevates.

Meriem Abou El Wafa’s rearranged version of “Can’t Take My Eyes Off You” provides the soundtrack, giving the film a warm, sensitive tone resembling a love letter to Morocco and its people.

ONMT turbocharges FRMF ambitions on international stages

Digital enhancement includes upgrading the YALLA application with comprehensive guides covering host cities, Moroccan lifestyle, transportation, fan zones, and cultural experiences. An official sub-site on Visit Morocco will showcase prominent moments in national football history.

The “Visit Cup Africa” operation involves 24 content creators from qualified nations, producing immersive stories from stadiums, training centers, and tourist landmarks. A parallel European campaign targeted Moroccan communities in Spain, France, Belgium, the Netherlands, and Italy, creating widespread resonance around the “Morocco, Land of Football” brand.

Public relations initiatives included organizing press trips, field reports, and exclusive content focusing on destinations, infrastructure, and tourism experiences, published across leading international platforms.

Fan zones will operate in Essaouira, El Jadida, Oujda, Beni Mellal, and Laayoune during competitions, creating unified popular atmospheres enabling various audiences to experience tournament excitement nationwide.

Organized in partnership with the country’s football authority, Tuesday’s event in Rabat featured prominent figures from sports, tourism, and media.

According to former Moroccan footballer Salaheddine Bassir, the partnership between ONMT and FRMF provides “a valuable opportunity to attract tourists to the Kingdom.”

Morocco’s remarkable infrastructure development features “modern hotels, roads, stadiums, airports, and ports,” Bassir beamed in a statement to MWN. “Visitors to Morocco will enjoy everything the Kingdom has to offer, including its infrastructure, rich culture, traditions, and the renowned generosity of its people.”

The comprehensive measures launched by ONMT provide direct support for FRMF efforts, aiming to expand their impact and enhance Morocco’s influence at the African and international levels.

In Morocco, the campaign extends across television, radio, press, and billboards, sharing this celebration with broad audiences while showcasing a country radiating football passion that strengthens its identity and hospitality reputation.