Casablanca – Morocco’s tourism sector has made significant strides in recent days, marked by an international award and a successful regional outreach campaign. These developments come at a time when the Kingdom is preparing to host the Africa Cup of Nations (AFCON) 2025, turning the spotlight toward Morocco as both a sporting and tourism hub.
Morocco wins prestigious award from Welcome Travel Group
Morocco was named “Best Partner Tourist Destination 2025” by Italy’s Welcome Travel Group (WTG) during its annual convention, which was held in Casablanca from April 4 to 7. The event brought together nearly 1,500 influential players from the Italian tourism industry, including travel agents, airlines, MICE agencies, and tour operators.
This recognition reflects the growing strength of Morocco’s tourism offering and the strategic partnerships developed with leading distribution networks in Europe. WTG, one of Italy’s largest tourism groups, oversees a network of 2,492 travel agencies, representing 44% of the Italian market, and is co-owned by Alpitour World and CostaCruise.
The award underscores the high quality of Morocco’s tourism products, its diverse cultural and natural heritage, and the effectiveness of its promotion in key international markets.
AFCON 2025: A tourism catalyst for Africa
Ahead of the AFCON 2025, which will be hosted in Morocco, the country carried out a major familiarization program between April 2 and 6 targeting tourism professionals from 12 African countries, including Senegal, Nigeria, Côte d’Ivoire, Ghana, Cameroon, Mali, and others.
This initiative featured a series of workshops and B2B meetings connecting African tour operators with Moroccan tourism providers. The focus was to design specialized travel packages for the tournament and to reinforce Morocco’s appeal in African markets as a year-round destination—not just for sports fans but also for cultural and leisure travelers.
The event served to showcase Morocco’s rich cultural traditions, diverse landscapes, and modern infrastructure, aiming to position the country as a top African destination well beyond the duration of the tournament.
Looking to Europe: Targeting the African diaspora
To complement its African outreach, Morocco is also preparing a promotional roadshow in Europe, aimed at countries with large African diaspora communities. The goal is to connect Moroccan operators with European travel agencies that specialize in African travel, thereby promoting Morocco as a central destination for AFCON 2025 and beyond.
This two-pronged strategy—targeting both the African continent and its diaspora—demonstrates Morocco’s commitment to making the tournament a powerful tool for economic and tourism development.
Long-term vision: “Light In Action”
These efforts fall within the broader “Light In Action” strategy launched by the Moroccan National Tourist Office (ONMT). This plan focuses on impactful campaigns, strategic partnerships, and visibility in priority international markets. The recent initiatives in both Italy and Africa are prime examples of this action-oriented vision.
By aligning its tourism efforts with a major continental event and leveraging high-profile partnerships, Morocco is strengthening its position as a leading travel destination in the Mediterranean and across Africa.
With momentum building from both Europe and Africa, Morocco’s tourism sector is well on track for a dynamic and prosperous year.
