With the 2025 Africa Cup of Nations on the horizon, Morocco has launched a bold new initiative to position itself not only as a premier football destination but also as a cultural and tourism powerhouse.
Under the theme “Morocco, Land of Football”, the Moroccan National Tourist Office (ONMT) has embarked on a week-long European roadshow aimed at reinforcing the Kingdom’s international appeal through the combined lens of sport and culture.
From June 16 to 23, five of Europe’s most influential cities—Madrid, Paris, Brussels, Amsterdam, and Milan—are hosting a travelling showcase led by the ONMT in partnership with the Royal Moroccan Football Federation (FRMF).
The campaign serves as both a promotional strategy for the upcoming AFCON, which Morocco will host, and a broader effort to celebrate the nation’s deep-rooted football culture and its vision for continental leadership.
“Morocco is preparing to welcome Africa,” said Achraf Fayda, Director General of the ONMT. “As part of our agreement between the ONMT and the FRMF, we intend, through this roadshow, to tell a collective story, that of a country looking to the future, proud of its roots and passionate about football. ‘Morocco, Land of Football’ is an invitation to experience the 2025 AFCON as an unforgettable experience.”
The tour is a direct outcome of a strategic agreement signed in April between the ONMT and the FRMF, which aims to position Morocco as a global benchmark for sports tourism by 2030.
With AFCON 2025 serving as a milestone, the initiative seeks to intertwine football’s unifying power with the richness of Moroccan culture and the potential of its tourism sector.
Each stop on the roadshow offers immersive, multi-sensory experiences, featuring interactive installations, cultural showcases, and meetings with celebrated sports personalities.
Travel industry leaders, tourism experts, and digital content creators are also participating, alongside prominent African media representatives—underscoring the pan-African and collaborative nature of the campaign.
More than a hundred travel agents and tour operators are engaging in discussions about Morocco’s sports tourism potential, with a particular focus on community-driven and experiential travel.
Backed by state-of-the-art infrastructure, a youthful and passionate population, and a legacy of warm hospitality, Morocco is determined to host a tournament that is inclusive, environmentally conscious, and inspirational.
Through this European tour, the ONMT is not only promoting a tournament—it is presenting Morocco as a beacon of African pride, ambition, and excellence on the global stage.
