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Morocco's National Tourist Office (ONMT) has launched a major promotional campaign across New York during the 2026 FIFA World Cup, using the global tournament to boost the international visibility of the kingdom as a tourist destination.
The initiative includes giant digital billboards in Times Square, cultural performances and branded New York taxis, all designed to showcase Morocco under its international tourism slogan, «Morocco, Kingdom of Light».
At the heart of the campaign is a large-scale advertising presence on Times Square's iconic screens, providing exposure to millions of visitors and viewers following events in New York during the World Cup.
The ONMT has also organized a flash mob blending traditional Moroccan dance with contemporary urban performances, aimed at celebrating Moroccan culture and generating content for international audiences and social media creators.
In addition, dozens of New York's famous yellow taxis have been wrapped in Morocco's colors. Operating across Manhattan, Brooklyn, Queens and the city's main tourist corridors, the vehicles serve as mobile ambassadors for the destination.
According to the ONMT, the campaign is part of a broader strategy to capitalize on the global visibility generated by the World Cup by combining sport, tourism, culture and influence. The initiative also builds on the partnership between the ONMT and the Royal Moroccan Football Federation (FRMF) around the slogan «Morocco, Land of Football», which aims to strengthen the kingdom's image as a major football nation ahead of the 2030 World Cup, which Morocco will co-host with Spain and Portugal.
