The Moroccan National Tourist Office (ONMT) confirmed in an official statement that broadcasting its promotional campaign on the exterior of the Prince Moulay Abdellah Stadium in Rabat offers an exceptional and rich visual representation of Morocco, providing a unique opportunity to showcase the Kingdom's tourism potential to a wide and diverse audience.
The ONMT explained that this initiative allows thousands of fans, visitors, and residents of the capital, in addition to the international crowds that flock to Rabat for major sporting events, to experience a modern, inspiring, and open Morocco, capable of blending tradition and modernity, and presenting itself as a welcoming and multifaceted tourist destination.
Through this intelligent use of public space, the stadium's surroundings have been transformed into a genuine communication platform for the "Morocco" brand, within a space imbued with powerful symbolism linked to collective emotion, a spirit of belonging, and community, where sport, spectacle, and impactful visual communication intertwine.
An Innovative Approach to Tourism Communication
By leveraging the exterior of Prince Moulay Abdellah Stadium, the Moroccan National Tourist Office (ONMT) reaffirms its commitment to an innovative approach to tourism promotion. This approach capitalizes on large-scale infrastructure with broad media reach, linking promotional messages to locations that attract significant public interest, both nationally and internationally.
The stadium's exterior has been transformed into a vast, illuminated media space. Advanced LED technology has been integrated into the building's architecture, making it a prominent visual landmark, visible from afar, and perfectly integrated into the urban landscape of Rabat, without compromising the aesthetic appeal of the public space.
Sports as a Lever for Tourism Promotion
This initiative falls within the framework of the strategic partnership between the Royal Moroccan Football Federation (FRMF) and the ONMT, which aims to make sports a key driver for promoting the Kingdom and enhancing its international presence.
By strategically linking the world of football with tourism marketing, this partnership contributes to solidifying Morocco's image as a destination that combines sporting passion, cultural richness, natural diversity, and modern infrastructure, thus enhancing its appeal to diverse segments of both national and international audiences.
This approach reflects a growing awareness of the importance of leveraging major sporting events as effective platforms for communication and promotion, given the intense international competition among tourist destinations and Morocco's efforts to establish itself as a preferred destination regionally and globally.
