Photo Credit: MAP
During the official launch of the national campaign “Morocco, Land of Football” in Rabat, Fouzi Lekjaa, President of the Royal Moroccan Football Federation (FRMF), called the upcoming AFCON 2025 “a starting point” that will echo long past the 2030 World Cup، praising Morocco as a permanent crossroads of civilizations and a natural host for major sporting events.
A Vision Beyond Trophies: Football as Cultural Bridge
Addressing an audience of national and international guests, Lekjaa underlined that AFCON 2025 will be more than a series of matches: “This will be a global sporting event that mobilizes the nation behind His Majesty King Mohammed VI، a true human celebration and a meeting point of cultures.” He emphasized Morocco’s historical ability to unite African, European, Mediterranean, Islamic, Arab and Amazigh influences through sport and hospitality.
Mass Mobilization: Volunteers, Partnerships and Local Impact
Organizers plan to mobilize roughly 15,000 volunteers for the tournament, including around 1,500 volunteers of African origin, reflecting the continental spirit of the competition. The ONMT (National Tourism Office) and the FRMF have outlined a broad strategy to use football as a territorial branding engine, with a strategic agreement signed in April to link sport and tourism.
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Tourism, Air Connectivity and B2B Promotion
Achraf Fayda, Director General of the ONMT, presented the promotional mechanism designed to position Morocco as the leading football destination. The campaign includes B2B workshops that already convened African tour operators and Moroccan travel professionals in Rabat, Tangier, Casablanca, Marrakech and Agadir, along with targeted roadshows in major European capitals to reach Moroccan diasporas and international travellers.
Strengthening air connectivity is central to the plan: the ONMT is working with international partners to build an enhanced air bridge that will support travel flows during the tournament and convert football enthusiasm into tourism opportunity.
Digital Outreach and Influencer Partnerships
To broaden reach, organizers signed partnerships with influencers and content creators across the 24 participating countries, aimed at showcasing the six host cities and Morocco’s touristic and infrastructure assets. The campaign film، poetic and elegant in tone، will be distributed simultaneously in over ten international markets in a 90-second format, with local distribution across TV, outdoor, press and radio.
International Endorsements
FIFA Secretary General Matthias Grafström praised Morocco as “a homeland of football passion” and noted Morocco’s long record of hosting African teams whose countries lack FIFA-approved facilities، a testament to the Kingdom’s hospitality. CAF Secretary General Veron Mosengo-Omba applauded Morocco’s preparations and thanked His Majesty King Mohammed VI for world-class sporting facilities made available to the continent.
Football as Territorial Branding
The ONMT’s campaign film presents football as a living pulse that animates daily life، from medinas and cafés to beaches and neighbourhood pitches، and positions the sport as a powerful tool to enhance Morocco’s identity and international image. The campaign tagline, “Morocco, Land of Football,” joins the country’s existing brand of light and hospitality to create a unified message of welcome and pride.
Looking Ahead
As AFCON 2025 approaches, Morocco is deploying a broad, integrated effort، from volunteers and air bridges to influencers and B2B promotion، to ensure the tournament is not only a sporting success but also a lasting asset for tourism, cultural exchange and continental cooperation.
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