Morocco: Leveraging Historic Football Glory And Star Power To Shine As The Kingdom Of Football For Global Tourism

Published on November 24, 2025

A significant international tourism initiative has recently been unveiled, positioning the nation of Morocco as the Kingdom of Football. This comprehensive campaign, driven by the Morocco National Tourist Office (MNTO), was strategically launched ahead of the highly anticipated Africa Cup of Nations (AFCON) soccer tournament. By aligning national identity with sporting passion, a new, dynamic image is being cultivated for global audiences. The campaign’s rollout across digital platforms in 13 markets signifies a concerted effort to translate recent national athletic accomplishments into tangible tourism growth, broadening the appeal of the destination well beyond its established cultural and natural heritage.

The central concept underpinning this promotional effort involves the seamless integration of Morocco’s deep-seated cultural reverence for the game with the country’s acclaimed scenic beauty. This marketing pivot is a natural continuation of prior successful branding strategies, most notably the Kingdom of Light platform, which was introduced to the world in 2022. The deliberate evolution from emphasizing light and illumination to encompassing the fervor of football demonstrates a sophisticated approach to national storytelling, ensuring that the country’s diverse attributes are highlighted through relatable and emotionally resonant narratives. The new focus is designed to capture the attention of a wide demographic, including football enthusiasts, cultural tourists, and those seeking sun-drenched coastal experiences.

Cinematic Storytelling: The Heart of the Digital Campaign

At the forefront of the international communication effort is a 90-second video advertisement, also titled Kingdom of Football. This cinematic piece has been deployed across digital channels, serving as the primary vehicle for the campaign’s message in the key target markets. The video narrative is meticulously constructed to pay homage to the widespread enthusiasm for soccer that permeates Moroccan society. The journey begins with a dedication to the sport, symbolized by a committed young player seen practicing in the pre-dawn hours, illustrating the commitment and early rise associated with athletic pursuit.

The visual progression of the ad is thoughtfully mapped, showcasing the ubiquity of the game in Moroccan life. Soccer is depicted being played in grand stadiums, reflecting professional ambition and scale, alongside more intimate, everyday settings such as bustling streets and picturesque beaches. Furthermore, the act of observing the game is given prominence, with scenes capturing the communal spirit of fans watching religiously in stadium stands and within the lively atmosphere of neighborhood cafés. This sequence of imagery effectively communicates that football is not merely a sport in Morocco, but an integral component of the nation’s social fabric and collective consciousness. The emotional journey of the advertisement culminates in a beautiful sunset game on a beach, a moment that beautifully precedes the introduction of the campaign’s evocative tagline, Where football and sun shine as one. This short, powerful phrase encapsulates the twin pillars of the current campaign: the national love for the sport and the country’s appealing climate and landscapes.

Featuring National Icons and Artistic Collaborations

The campaign’s credibility and emotional weight are significantly amplified by the featured inclusion of two distinguished figures from the Moroccan national team. Team captain Achraf Hakimi is prominently showcased, his presence immediately lending star power and recognition to the effort. Moreover, the ad features Brahim Diaz, whose noteworthy moment of scoring his first goal for Morocco during a 2025 Africa Cup of Nations qualification match last year, subsequent to his strategic decision to switch national allegiance from Spain, is subtly celebrated. The appearance of these successful athletes transforms the advertisement from a simple travel promotion into a genuine celebration of Moroccan pride and achievement on the global sports stage.

Strategic Context and Brand Platform Development

The conceptualization and execution of this sophisticated marketing offensive were entrusted to BETC Paris, which has been the trusted agency partner of the MNTO since 2020. The continuous partnership has facilitated a consistent and evolving brand vision for Moroccan tourism. The current Kingdom of Football campaign is strategically designed to build upon and complement the aforementioned foundational Kingdom of Light brand platform. This prior platform was introduced in 2022 and focused on projecting a message of dynamism, modernity, and the natural brightness of the country.

The present campaign effectively ties Morocco’s intense passion for sport—specifically soccer—with its most appealing natural asset, the sun, providing a coherent and enriched brand story. The advertisement’s conclusion is deliberately structured to transition smoothly, leading into the familiar and recognized Kingdom of Light line, ensuring brand continuity and reinforcement. The campaign is therefore viewed not as a replacement but as an expansion, adding a powerful layer of sporting achievement and national enthusiasm to the existing brand identity. The scenic landscapes of the country, which have always been a key promotional point, are given a renewed showcase within the context of the sport, demonstrating how culture, nature, and athletic passion coexist beautifully within the Moroccan landscape.

Expanding the Narrative: The Global Athletic Stage

The timing of this campaign is intrinsically linked to Morocco’s recent notable successes on the international football stage, providing a powerful, authentic hook for the tourism message. The launch aligns perfectly with the imminent commencement of the Africa Cup of Nations tournament, a 24-team event scheduled to run from December 21 through January 18. This period provides a concentrated global focus on the host country and African football excellence, making it an ideal window for maximizing promotional impact. The campaign ensures that the global eyes already fixed on the competition are simultaneously presented with an invitation to explore the host nation itself.