As Morocco gears up to host the 2025 Africa Cup of Nations, attention is shifting beyond the football to the tournament’s wider impact on the country’s tourism ambitions.

Moroccan officials view AFCON not merely as a continental sporting spectacle but as a strategic opportunity to strengthen the Kingdom’s standing as a global tourism destination. The tournament has been fully integrated into Morocco’s Tourism Roadmap 2023–2026, which focuses on upgrading infrastructure, improving service quality, diversifying destinations and attracting sustainable investment.

The hot air balloon flights in Marrakesh are spectacular and also refreshing, offering a splendid experience to AFCON fans.

Rather than operating in isolation, AFCON 2025 is expected to accelerate the objectives of the national tourism plan.

Tourism figures suggest the sector is already enjoying strong momentum. By late 2025, Morocco had welcomed an estimated 18 million visitors, exceeding expectations and surpassing the roadmap’s target of 17.5 million arrivals set for 2026.

Morocco offers more than just football; it is the ultimate destination for tourism and business opportunities, says Majida Chtioui, the trade manager at Moroccan National Tourism Office (MNTO)

The summer season reinforced the trend, with 4.6 million tourists recorded in July and August alone — a six per cent increase compared to the same period last year.

These gains were achieved ahead of the Africa Cup of Nations, underlining Morocco’s solid position as it enters the tournament period. Officials believe AFCON will further enhance the country’s international visibility, attract new visitor markets and showcase its capacity to successfully host large-scale global events.

It is a combination of thrill and fear as passengers find themselves dangling some 1,700 metres above the ground

The ambition, authorities say, is not simply to fill hotels during the tournament, but to build lasting confidence in Morocco’s tourism sector and leave a long-term legacy that reinforces the country’s reputation as one of Africa’s leading destinations.

AFCON 2025 is already generating significant global exposure. Ticket sales have exceeded 800,000, with several matches sold out, promising packed stadiums and vibrant host cities. The resulting international attention is seen as visibility that would be difficult to replicate through conventional tourism marketing campaigns.

For the Moroccan Agency for Tourism Engineering (SMIT), the tournament represents a long-term investment rather than a one-off event. SMIT Director General Imad Barrakad said the focus is on leveraging AFCON’s global reach to strengthen investor confidence and support sustainable tourism development.

In recent years, both public and private stakeholders have shifted emphasis from expanding capacity to improving quality. Hotels have undergone renovations, new dining concepts highlighting Moroccan gastronomy have been launched, and leisure and entertainment zones have been developed to enhance visitor experience. Crucially, these projects are designed to remain economically viable long after the final whistle of AFCON 2025.

Moroccan planners are also keen to avoid the risk of “white elephant” infrastructure — facilities that fall into disuse after major events. To counter this, AFCON-related investments are being aligned with broader urban and regional development plans. Stadiums, transport upgrades, cultural routes and regeneration projects are being integrated into long-term strategies aimed at supporting local economies and improving city life.

As Morocco prepares to welcome Africa and the world, officials are confident that AFCON 2025 will serve not only as a football celebration but also as a catalyst for sustainable tourism growth with benefits that extend well beyond the tournament itself.

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By Kunle Solaja.

Nigeria’s Super Eagles are set to enjoy a rare logistical advantage at the 2025 Africa Cup of Nations when they move into their official base camp in Fez, Morocco, later this week.

With Morocco’s newly introduced base camp system for AFCON, many of the travel and accommodation challenges that have traditionally affected teams at the tournament appear to have been eliminated. For Nigeria, the benefits are immediate and significant.

The Super Eagles will be based in the historic northern city of Fez, where they are also scheduled to play all three of their Group matches. This means the team will not have to travel for games during the group phase — a luxury not shared by their opponents.

Tanzania, Tunisia and Uganda, who will face Nigeria in Group play, are all based in Rabat and will have to make repeated trips to Fez for their matches against the Super Eagles. Tanzania, Nigeria’s first opponents, will stay at the Fairmont La Marina Rabat Sale & Residences, while Tunisia will be housed at The View, also in Rabat. Uganda will be camped at Rabat’s Ritz-Carlton Hotel.

Nigeria’s base, the five-star Hotel Saharai, offers both comfort and history. Sitting proudly on a hill above Fez’s New Town, the hotel commands sweeping views of the ancient city, including the famed El Bali Medina and Mount Zalagh.

Once the summer palace of Louis Hubert Gonzalve — a French statesman, marshal and colonial administrator who lived between 1854 and 1934 — the Hotel Saharai blends history with modern elegance. The structure is a minimalist fusion of exposed Taza sandstone, floor-to-ceiling windows and contemporary Italian furnishings, reflecting refined Moroccan luxury.

Centrally located between the ancient Medina and the New Town, the hotel provides panoramic views of Fez and its surroundings. It lies about three kilometres from the 17th-century Ibn Danan Synagogue and approximately six kilometres from the historic Marinid Tombs.

Inside, the hotel features chic rooms with glass-enclosed marble bathrooms, mosaic tile and exposed stone walls. The rooms are equipped with Wi-Fi, flat-screen televisions, minibars, Nespresso machines and in-room safes, while suites offer additional living spaces, with some featuring private terraces.

As AFCON 2025 approaches, Nigeria’s settled base in Fez could prove decisive, offering stability, comfort and minimal travel stress. For the Super Eagles, it is a true “home away from home” — and a potential edge in the quest for continental glory.

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By Kunle Solaja

The Super Eagles’ camp in Cairo, Egypt, is set to swell to 23 players later tonight as preparations intensify for Tuesday’s international friendly against the host nation.

Zaidu Sanusi arrived in camp on Monday morning, while 12 additional players are expected to join the squad later in the evening, significantly boosting the team’s numbers ahead of the high-profile encounter.

According to information from the camp, the Super Eagles will hold their first training session at 8:00 pm inside the main bowl of the Cairo International Stadium, the venue for Tuesday’s friendly.

The match brings together two of Africa’s most decorated football nations and record-holders at the Africa Cup of Nations. Egypt, the continent’s most successful team, have won the AFCON title seven times and will be aiming to extend that record with an unprecedented eighth crown.

Nigeria, on the other hand, boast an impressive history of consistency at the tournament. No team has finished third more often than the Super Eagles, who have claimed bronze medals on seven occasions. They have also been runners-up five times and crowned African champions three times, accounting for 15 podium finishes and 10 appearances in AFCON finals.

Tuesday’s friendly is expected to offer both teams an opportunity to fine-tune their preparations, test squad depth and assess tactical options ahead of the forthcoming Africa Cup of Nations.

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