The Royal Moroccan Football Federation (FRMF) and the Moroccan National Tourism Office (ONMT) launched their new strategic campaign on Tuesday, November 18, 2025, under the slogan “Morocco, the Land of Football.” This ambitious initiative aims to enhance the kingdom’s image as a global sports and tourism destination, coinciding with intense preparations to host the Africa Cup of Nations “Morocco 2025.”
The campaign, unveiled during an official ceremony attended by FA president Fouzi Lekjaa and ONMT director general Adel Fqih, showcased the strong passion for football among Moroccans through an artistic documentary film. The film highlights football’s role in the lives of children in the streets, the enthusiasm of youth on the beaches, and families engaging in watching matches at cafés, making it an integral part of Moroccan social fabric.
The film employed an innovative concept, using the sun as a central narrative symbol that connects scenes, places, and emotions, portraying moments of victory and teamwork under the tagline: “Here… the passion for football shines like the sun of Morocco.” The film also featured stars from the national team, Achraf Hakimi and Brahim Diaz, supporting young talent, complemented by heartfelt music reimagining the classic “Can’t Take My Eyes Off You,” sung by artist Maryam Abou Al Wafa, which added an emotional and vibrant dimension to the campaign.
The campaign aims to present Morocco as a comprehensive destination for sports and tourism, showcasing its readiness to host continental and international competitions through modern infrastructure and stadiums distributed across various cities. It will disseminate promotional messages across digital platforms, television, radio, press, and billboards, achieving a balance between football passion, national identity, and the kingdom’s international prominence.
