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The Moroccan National Tourist Office (ONMT), in collaboration with the Royal Moroccan Football Federation (FRMF), unveiled a series of initiatives on Tuesday in Rabat aimed at channeling the energy of the Atlas Lions and Lion Cubs into a powerful driver of tourism promotion. The goal, according to an ONMT statement, is to present Morocco to the world as an inspiring and welcoming nation, propelled by an African dynamic and firmly focused on excellence.
Since the signing of the Strategic Agreement with the FRMF in April 2025, the ONMT has been steadily building momentum. It has organized professional meetings between African tour operators and Moroccan tourism stakeholders to design tailored packages for the Africa Cup of Nations (CAN), followed by a European Road Show.
On the aviation front, the ONMT has leveraged its expertise to increase capacity with several airlines by securing additional flights for CAN 2025 and launching a co-branding program, «Morocco, Land of Football», which reinforces the country’s positioning as a hub of African football.
The ONMT has also taken part in major national and international football events, including the Soccer Summit Miami, to promote the «Morocco, Land of Football» brand. A signature promotional film bearing the same name was presented on Tuesday and will be broadcast simultaneously in twelve countries and in Morocco.
Digitally, the momentum continues. The YALLA app will soon include a comprehensive guide dedicated to host cities, Moroccan lifestyle, transportation, fan zones, and cultural experiences. An official mini-site will also be added to the Visit Morocco platform, highlighting key moments in Moroccan football.
Another initiative, titled «Visit Cup Africa», brought together 24 content creators from qualified nations to produce immersive stories from stadiums, training centers, and major tourist sites. A parallel activation across Europe engaged diaspora communities in Spain, France, Belgium, the Netherlands, and Italy, amplifying the reach of the «Morocco, Land of Football» campaign.
Across the country, fan zones will also be set up in several cities, including Essaouira, El Jadida, Oujda, Beni Mellal, and Laâyoune, during the tournament to create a festive and unifying atmosphere and allow the entire nation to experience the competition together.
