National Agency for Global Promotion of “Morocco, Land of Lights” Ahead of the World Cup and AFCON
The National Tourism Office transforms into the Moroccan Tourism Agency to enhance promotional efforts in preparation for the upcoming international sporting events. Meanwhile, the number of tourists visiting the country has increased by 39%
The Moroccan government is making concerted efforts to finalize the transformation of the National Tourism Office into the Moroccan Tourism Agency early next year. The promotional campaign for the Moroccan destination, titled “Morocco, Land of Lights,” has been launched as part of the Kingdom’s preparations to host the 2025 Africa Cup of Nations and the 2030 World Cup. Expectations are high for unprecedented success in both major international events, bolstering the country’s reputation as a key and secure destination for investment and tourism.
The Ministry of Tourism in Morocco revealed its plan to establish “an agency serving the state’s strategy in the field of tourism promotion and providing this institution with the means to perform its tasks effectively, enhancing Morocco’s competitiveness both locally and globally.”
The “Morocco, Land of Lights” campaign includes establishing new partnerships, enhancing the value of destinations and chains in both local and foreign markets. Additionally, it involves the creation of 10 new offices for the Moroccan National Tourism Office abroad, doubling the volume of scheduled trips. Authorities aim to intensify marketing efforts to attract new business partners and increase direct flights from countries where tourists originate.
Morocco, a soft power in North Africa and the Arab region, has achieved major successes in organizing international events, relying on global facilities and advanced infrastructure. The latest example is the meetings of the International Monetary Fund and the World Bank held in the city of Marrakech last month.
The Kingdom has announced an urgent program to build a world-class football stadium in the town of Benslimane, north of Casablanca, costing around MAD 5 billion (approximately USD 460 million). Authorities in Morocco have also outlined a plan to rehabilitate six stadiums in Casablanca, Rabat, Marrakech, Fes, Agadir, and Tangier to be ready to host the 2025 Africa Cup of Nations and the 2030 World Cup.
Morocco provides all the favorable conditions for the success of these major international sporting events. It recently issued a call for bids to acquire 200 aircraft to transform Royal Air Maroc into a global airline ranking first in Africa. Morocco is also preparing several airports in the country to respond quickly to the requirements of the 2030 World Cup.
Following their remarkable success in the Qatar World Cup, where they defeated formidable teams, the Moroccan national team, known as the “Atlas Lions,” has become a formidable force. International reports have praised Morocco’s performance, emphasizing that this excellence is the result of careful planning and investments in the sector under royal patronage.
Morocco’s victory in hosting the 2030 FIFA World Cup, in collaboration with Spain and Portugal, is the culmination of an ambitious Moroccan plan set by King Mohammed VI. This plan focuses on investing in sports infrastructure by establishing training centers and academies, encouraging and supporting players.
The budget of the Ministry of Tourism in the 2024 draft finance law has been increased by about 27 percent to ensure the success of the promotion of the Moroccan destination. Morocco expects to welcome 26 million tourists annually by 2030.
Morocco aims to enhance its tourism position globally through hosting the 2030 FIFA World Cup and the 2025 Africa Cup of Nations.
The Moroccan Ministry of Tourism announced an increase in the number of tourists visiting the country by 39 percent on an annual basis during the first ten months of the current year. In a statement, it mentioned that 12.3 million tourists visited the Kingdom from January to the end of October last year.
The statement pointed out that “last month alone witnessed the reception of 1.2 million tourists, registering an increase of 3 percent compared to the same month in 2022.”
Quoting the Moroccan Minister of Tourism, Fatima Zahra Amor, the statement said, “We have surpassed the threshold of 12 million tourists despite the challenges faced by the country after the earthquake in Al-Haouz.” She added, “We aspire to reach 14 million tourists by the end of this year, especially since these results encourage us to continue the efforts in the field of tourism promotion and in diversifying the markets exporting tourists.”
On January 31, 2023, the Moroccan government announced that 11 million tourists had visited the country throughout 2022.
The revenues of tourism during the first nine months of the current year exceeded 80 billion dirhams, marking the highest level in the past five years, according to official figures.
