A strategic alliance for a historical AFCON
The Africa Cup of Nations 2025 will not just be a sporting event: Morocco aims to make it a unique economic, tourism, and image lever. In this perspective, the ONMT and the FRMF have launched a large international campaign aimed at attracting hundreds of thousands of visitors and enhancing the country's long-term appeal.
'Morocco, Land of Football': a strong brand and a universal message
The campaign revolves around a central concept: to present Morocco as a country where football is a popular passion, a social link, and a cultural engine. The visual identity combines iconic landscapes, modern infrastructure, football heritage, and the energy of Moroccan supporters. The goal is clear: to attract football fans beyond the African continent, in Europe, the Middle East, and America.
An ambitious goal: 700,000 to 800,000 visitors
The two institutions aim for a concrete impact: to bring in between 700,000 and 800,000 supporters, tourists, and professionals during the competition. This expected influx should benefit the host cities, strengthen the hospitality, transport, and service sectors, and provide a sustainable boost to the Kingdom's international visibility.
A multichannel international strategy
The campaign employs a comprehensive arsenal: television spots, international advertising, social media, collaborations with sports influencers, media partnerships, and targeted actions in key markets. Everything is designed to establish the image of a modern, dynamic Morocco fully prepared to host an event of this magnitude.
A legacy for 2030
Beyond AFCON, this campaign is part of Morocco's path towards the 2030 World Cup, co-hosted with Spain and Portugal. The ONMT and the FRMF are focused on continuity: strengthening the Morocco brand, modernizing infrastructure, and getting the international audience accustomed to seeing the Kingdom as a major hub of football and tourism.
