Rabat – The National Tourism Office (ONMT) announced a campaign that aims to boost Morocco’s global image as a leading tourism destination.
ONMT launched the campaign amid the ongoing FIFA World Cup 2026, taking place in the US, Canada, and Mexico, with the participation of the Atlas Lions.
ONMT said it is coordinating several measures in New York, including a large-scale iconic billboard campaign and artistic performances to place Morocco “within a global narrative of influence and visibility.”
A statement from ONMT said that it is rolling out a series of activations in New York, at the heart of Times Square’s giant screens, as well as across the streets of Manhattan.
ONMT’s campaign actions are also incorporated in New York’s famous yellow taxis to accompany the Atlas Lions’ journey as well as to strengthen Morocco’s international visibility as a destination.
“ONMT continues its international promotion strategy by turning one of the world’s biggest sporting events into a powerful platform for expressing the Moroccan tourism brand,” the statement said.
The campaign includes a billboard campaign featuring “Morocco, Kingdom of Light” on the Times Square iconic screens.
“This visibility is one of the world’s most iconic advertising spaces, further enhanced by an event activation. Designed as a celebration of contemporary Moroccan identity, the initiative features a flash mob combining traditional dance with modern urban expressions,” ONMT added.
The goal is to promote Morocco as a destination at the heart of New York.
New York taxis are also branded in Moroccan colors, with vehicles traveling through Manhattan, Brooklyn, Queens, and major tourist routes, helping Morocco’s tourism brand.
New York has been a hub for many fans who took to Times Square to express pride and celebrate the Atlas Lions ahead of their match against Brazil.
Morocco’s 2022 World Cup run also contributed to improving Morocco’s global perception.
The year marked a historic milestone after the Atlas Lions became the first Arab and African team to reach the semi-finals of the tournament.
Morocco’s tourism industry is booming, with nearly 20 million tourists last year. Morocco aims for 26 million tourists by 2030, which will mark a World Cup tournament that the North African country will co-host alongside Spain and Portugal.
