The fabulous performance of the national team at the Qatar 2022 World Cup has sparked international enthusiasm for the Moroccan destination, thus contributing to further develop its reputation around the world.
Morocco’s qualification for the semi-finals, a first for the African and Arab selections, made the colors of the Kingdom shine and constituted the most beautiful communication campaign for the country, as a tourist destination rich in several assets, in particular sportsmen.
Beyond making the front page of the various newspapers and magazines around the world which have evoked the great patriotic momentum of the players and the fervor of the supporters, Morocco has also shone on the web, appearing among the trends and on publications. influential businessmen.
According to the Ministry of Tourism, Handicrafts and the Social and Solidarity Economy, this World Cup has aroused unprecedented interest in Morocco, particularly in the ranks of celebrities and opinion leaders who represented 40% of people who spoke positively about Morocco.
In the same vein, more than 13 million “Morocco” mentions have been recorded and more than 130 million interactions by users around Morocco content on social networks, thus offering an unprecedented opportunity to the tourism sector at a historic moment of open up to potential new markets, such as the United States, Brazil, Argentina, the Middle East and sub-Saharan Africa.
In order to capitalize on the achievements of the Kingdom in the tourism sector and take advantage of this unprecedented enthusiasm for our country, the ministry has carried out actions to reference the destination, an activation with the main world partners, in addition to promotional efforts. and connectivity to the most promising markets.
For its part, the Moroccan National Tourist Office (ONMT) deployed a campaign mainly on social networks via a visual creation of thanks from the lions of the Atlas, supporters and the Royal Moroccan Football Federation (FRMF), a high-impact campaign, taken up and shared widely by the social networks which have associated themselves with this message of thanks and national pride.
The ONMT has also embarked on supporting the influence of Morocco as a destination through a strategic plan, mainly focused on the activation of the “Terre de Lumière” campaign with the leading TV channels, the activation and mobilization of the largest European tour operators and airlines.
It is also about the creation of a film deployed on social networks in strategic markets which returns to the presence of Morocco as a land of football and tourism with a “call to action”, arousing the interest of the target audience. to come and discover and rediscover the emotions experienced while watching Morocco play.
The tourism sector today enjoys an unprecedented opportunity, that of capitalizing on the image of an ambitious, united and resilient Morocco, conveyed by our national team, with a view to propelling itself to the forefront of the world stage. and further establish the tourist image of the destination.