From packed cafés and buzzing restaurants to pastry shop windows dressed in red and green, the Africa Cup of Nations is turning the end-of-year season in Morocco into a nationwide celebration. Yet behind the festive atmosphere, rising prices and uneven service quality remind observers that not everyone benefits equally from the football boom.
As Morocco hosts the Africa Cup of Nations from December 21, 2025 to January 18, 2026, football has become the central theme of the holiday season. Beyond stadiums, AFCON 2025 has taken over cafés, restaurants, hotels, bakeries and public spaces, reshaping daily routines and consumption habits across the country.
Cafés, restaurants and hotels in AFCON mode
In cities such as Casablanca, Rabat, Tangier and Fes, match days bring massive crowds to cafés, often requiring early arrival to secure a seat. Many venues have installed additional screens and reorganized their layouts to host as many supporters as possible. The atmosphere is electric, festive and loud, but the pressure on service is intense.
“You don’t prepare for AFCON a week in advance,” says Youssef, a restaurant owner in Casablanca. “As soon as the match schedule was announced, we invested in extra screens, tested sound systems, adjusted menus and trained staff to handle peak nights. Between the holidays and AFCON, we knew this period would be unique.”
Prices often adapt to demand. Some cafés raise the cost of basic orders, while others impose minimum consumption during high-profile matches. Match-day packages combining drinks and snacks have become common. For many fans, this is part of the experience. For others, paying more for the same service has become a source of frustration.
Restaurants and hotels have also fully integrated AFCON into their strategies. Match-viewing nights with themed menus are increasingly popular, sometimes named after iconic teams or players. Prices vary widely, ranging from 100 to 150 dirhams for basic access, to 300, 400 or even 500 dirhams for full dining experiences in hotels.
When expectations don’t always match reality
The race to capitalize on AFCON demand has not been without issues. On social media, some customers have shared disappointing experiences, where advertised offers did not match reality. One widely discussed case involved a hotel event in Casablanca where guests reportedly paid for buffet access and entertainment but received minimal service.
Such stories cast a shadow over the festive mood and raise questions about consumer protection and transparency during major sporting events.
Pastry shops join the celebration
The AFCON spirit has also reached Moroccan pastry shops. Cakes and end-of-year desserts are decorated with footballs, flags and national colors. Personalized orders for match nights have surged, especially when the Moroccan national team is playing.
“We started preparing AFCON-themed creations very early,” explains Nadia, a pastry shop owner in Casablanca. “Customers come with very specific ideas, from national colors to match scores. Demand explodes on national team nights. It’s intense, but people want to celebrate football in a different way.”
Small businesses and street vendors seize the opportunity
In fashion retail, local brands and international franchises alike have launched collections inspired by national colors. Jerseys, scarves, caps and hoodies dominate store shelves. On the streets, temporary economic activity flourishes as vendors sell flags, whistles and football accessories.
“Even with cold weather or rain, people are buying,” says Ahmed, a street vendor in Casablanca. “Some days, we make almost a month’s turnover in a single week. It’s exhausting, but you can’t miss an opportunity like AFCON.”
A social phenomenon with two sides
AFCON 2025 has become more than a football tournament in Morocco. It brings people together, reshapes the end-of-year atmosphere and fuels economic activity across multiple sectors. At the same time, it highlights challenges related to pricing, service quality and consumer expectations.
Between popular enthusiasm and rising demands from customers, AFCON 2025 delivers a clear message: football passion can justify excitement and investment, but never disappointment. As businesses ride the wave, Moroccans ultimately expect honesty, transparency and respect.
