Morocco lights up Las Vegas sphere in major tourism push during World Cup

The Moroccan National Tourist Office (ONMT) has launched a high-profile promotional campaign on the Exosphere of Sphere Las Vegas, the world's most iconic and visible LED display, in partnership with Expedia Group.

The large-scale activation places Morocco at the center of international attention as the 2026 FIFA World Cup unfolds and the Atlas Lions continue to capture global interest, the ONMT said in a statement.

For several days, the landmark Las Vegas sphere has been illuminated in the colors of the Kingdom, offering spectacular visibility for the Visit Morocco brand in one of the world's most heavily publicized cities.

Developed in collaboration with E Studio, Expedia's experiential marketing division, the campaign transforms tourism promotion into a global visual experience.

Visible from miles away and widely shared across social media, digital platforms and international media outlets, Sphere Las Vegas has become a global cultural and marketing phenomenon.

The campaign carries particular significance during the 2026 World Cup, which has placed the United States at the center of global attention and generated an exceptional influx of visitors, media organizations and business stakeholders.

It also builds on the momentum created by Morocco's national football team, whose recent achievements have significantly enhanced the country's image and international profile.

By leveraging the visibility generated by the World Cup and the enthusiasm surrounding the Atlas Lions, the ONMT aims to further elevate Morocco's global presence and position the destination at the heart of conversations among millions of potential travelers.

The initiative also forms part of a long-term strategic partnership between the ONMT and Expedia Group. Under a three-year agreement, Expedia will work with the Moroccan tourism office to attract visitors from key source markets, particularly the United States, the United Kingdom and France, while deploying a 360-degree marketing strategy that combines premium media placements and branding campaigns across Expedia's platforms.