2025 Africa Cup of Nations: Football as a lever for tourism appeal

“The Africa Cup of Nations, which will be held from December 21, 2025, to January 18, 2026, in Morocco, is the beginning of a process that will not end with the 2030 World Cup, but will continue throughout History ”.

It was with these words that Fouzi Lekjaa, president of the Royal Moroccan Football Federation (FRMF), defined the historic significance of the event at the official launch of the “Morocco, Land of Football” campaign. To make this vision a reality, around 15,000 volunteers, including 1,500 from Africa, will be mobilized during the competition.
This ambition goes far beyond the sporting arena. It is part of an integrated national strategy, led in close collaboration with the Moroccan National Tourist Office (ONMT). As its director general, Achraf Fayda, pointed out, the objective is clear: to create “synergy between sport and tourist appeal ”.
International enthusiasm is palpable. Mattias Grafström, Secretary General of FIFA, praised Morocco as “a country where soccer is a passion ”. He described the initiative as “magnificent ”, while emphasizing that “tourism and soccer are everyone’s dream ”. Véron Mosengo-Omba, Secretary General of CAF, said that “the signs are already there to make this AFCON the best in History…”
Since the signing of a strategic agreement between FRMF and ONMT in April 2025, this partnership has resulted in a series of concrete initiatives. B2B workshops were first held to bring together African tour operators and Moroccan tourism stakeholders to develop specific offers for AFCON. This was followed by a European roadshow in major capitals, targeting in particular the diaspora communities in France, Belgium, the Netherlands, Spain, and Italy, in order to stimulate demand and accelerate bookings.
In terms of air travel, ONMT negotiated with several airlines to add extra flights for the competition and launched a vast co-branding program under the “Morocco, Land of Football ” banner. At the same time, commercial partnerships were established to promote integrated packages (transportation, accommodation, cultural experiences, etc.). This approach has already generated significant growth in ticket demand. Morocco even made its mark on the international stage at the “Soccer Summit in Miami,” where the national brand was promoted as a symbol of openness, modernity, and organizational competence.
In terms of communication, the signature film entitled “Morocco, Land of Football” will be broadcast simultaneously in twelve countries, as well as in Morocco via television, radio, press, and billboards. International players Achraf Hakimi and Brahim Díaz appear in the film. The soundtrack, a reinterpretation of “Can’t Take My Eyes Off You” by Meryem Aboulouafa, adds a sensitive and universal touch to this identity narrative.

The digital component

The digital component complements this strategy. The YALLA app has been enhanced with a comprehensive guide dedicated to the six host cities, Moroccan lifestyle, transportation, fan zones, and cultural experiences. An official mini-site has also been added to the VisitMorocco.com portal, while the Visit Cup Africa initiative has brought together 24 content creators from the qualifying countries to produce immersive stories from the stadiums, training centers, and major tourist attractions. A parallel activation in Europe has engaged diaspora communities in Spain, France, Belgium, the Netherlands, and Italy, creating a powerful echo around the “Morocco, Land of Football” brand. On the ground, fan zones will be set up not only in the host cities, but also in Essaouira, El Jadida, Oujda, Beni Mellal, and Laâyoune. The aim is to “ create a popular and unifying atmosphere ” and bring the competition to life across the country.

Ticket sales soaring, global acclaim

The third phase of ticket sales, which began on November 15, comes amid unprecedented global demand. According to the Local Organizing Committee (LOC) quoted by CAF on its official website, nearly 298,000 tickets have already been sold, coming from 33 African countries and 106 countries around the world, with strong demand from Morocco, France, Belgium, and the Netherlands. The competition will take place in nine stadiums across six host cities, and fans will benefit from free visas, issued via the YALLA app (www.yallamorocco.ma). A Fan ID is still required to purchase tickets, ensuring smooth access to stadiums and a safe experience. Finally, the National Airports Office (ONDA) has launched a campaign to have travelers experience the excitement of the continent’s biggest sporting event, the TotalEnergies 2025 Africa Cup of Nations (AFCON).

Fatim-Zahra TOHRY