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Marrakech – Morocco experienced a spectacular surge in visitor spending during the Africa Cup of Nations (AFCON) 2025, with cross-border transactions from participating countries jumping by over 190% compared to the previous year, according to new data from Visa.
The payment giant’s analysis, covering the tournament period from December 21, 2025, to January 18, 2026, revealed that visitors from Côte d’Ivoire, Senegal, and the Democratic Republic of Congo drove most of this growth. These three countries alone accounted for more than 60% of the spending increase.
Across all markets, visitors from France, the United States, and the United Kingdom accounted for nearly half of the total spending upswing. The data showed clear differences in visitor behavior, with short-stay visitors (1-4 days) from participating countries increasing their spending by 120%, while long-stay visitors (5 days or more) boosted expenditure by 210%.
All six host cities recorded significant increases in visitor spending. Rabat led with a 70% rise, followed by Tangier at 55% and Casablanca at 50%. Sports-related purchases climbed 45%, driven by increased merchandise sales and higher activity at sports clubs.
“These spending trends reveal positive and widespread momentum across key categories, from international transactions and short stays to sports-related purchases and domestic spending,” said Sami Romdhane, General Director of Visa Morocco.
Nicolas Khoury, Senior Vice President and Head of Visa Consulting & Analytics for the CEMEA region, noted that the tournament data provides valuable insights into consumer behavior during major events. “These analyses allow issuers and merchants to design more targeted solutions, campaigns, and offers that meet real customer needs,” he stated.
The tournament also stimulated local consumption, with food delivery and grocery spending rising 55% during the competition period.
Tourism Minister Fatim-Zahra Ammor told H24Info in late January that the tournament provided “exceptional international visibility” for Morocco. She noted a pronounced 60% growth in December from participating countries’ markets, with visitors staying longer and boosting hospitality, dining, transport, and handicraft sectors.
Morocco welcomed nearly 20 million tourists in 2025, marking a 14% year-on-year increase, as the kingdom sets its sights on 26 million visitors by 2030.
The economic impact extended far beyond tourism. Industry Minister Ryad Mezzour disclosed to Spanish news agency EFE that AFCON 2025 generated over €1.5 billion in direct revenue while attracting nearly 600,000 foreign visitors specifically for the tournament.
Mezzour indicated that Morocco’s €2.3 billion investment in tournament infrastructure represented a “sovereign investment” in permanent facilities. The competition created more than 100,000 jobs and involved over 3,000 Moroccan industrial companies in construction projects.
The tournament served as preparation for the 2030 World Cup, with 80% of required infrastructure now complete. The minister added that Morocco gained “a decade of development in just 24 months,” creating facilities that will serve citizens for the next fifty years.
The Confederation of African Football (CAF) confirmed the tournament’s record-breaking digital success with 6.1 billion digital impressions and 5.2 billion video views across social media platforms. CAF achieved record commercial performance with revenues increasing by more than 90% compared to the 2023 edition, totaling $192.6 million with net profits of $113.8 million.
