The year 2025 begins with anticipation for Morocco, host country of the African Cup of Nations (CAN). Preparations for this major event appear well advanced in terms of sporting infrastructure, with modernized stadiums ready to welcome thousands of supporters. Significant renovations have been carried out in emblematic stadiums such as the Stade Mohammed V in Casablanca and the Moulay Abdellah Sports Complex in Rabat, demonstrating the Kingdom’s desire to rise among the great footballing nations. However, beyond sports infrastructure, the overall visitor experience will also depend on many other factors related to the urban environment and citizen behavior.
Infrastructure ready, but what about civics?
Civility in traffic remains a daily challenge for Moroccans. Compliance with driving rules, such as pedestrian crossing, priority on the right or entering roundabouts, is often neglected. For foreign visitors, this lawlessness on the roads can be confusing, even dangerous. Added to this is the excessive use of horns, which constitutes real noise pollution. Unwanted horns increase stress, disrupt the calm of tourist areas and harm the visitor experience.
Waste management in Moroccan cities is another major concern. Despite the regular passage of garbage collection trucks, overflowing trash cans and waste abandoned on public roads are frequent scenes. Strengthening the efficiency of the waste collection system and raising public awareness of the importance of maintaining cleanliness, especially in tourist areas, is crucial.
The visual appearance of tourist areas also requires special attention. The facades of buildings, often poorly maintained or poorly painted, and the fronts of stores sometimes lack coherence and care. In Casablanca, this situation is aggravated by the anarchic occupation of public space, where stores display their goods outside, disrupting urban harmony. A coordinated effort to beautify facades and regulate the use of public space would significantly improve the attractiveness of cities.
Tourist welcome: An experience to perfect
The tourist experience also depends on the quality of the welcome in restaurants and hotels. Establishments must guarantee impeccable cleanliness and efficient service. Staff, often insufficiently trained, must benefit from continuing training programs to meet visitors’ expectations. In hotels, the number of stars must be reflected in the quality of the services offered: warm welcome, clean rooms and competent staff. Improving these standards is essential to position Morocco as a top tourist destination.
The transport sector, particularly that of taxis, remains problematic. The anarchy of taxis, particularly at the exits of train stations and airports, and the poorly regulated competition with online transport applications create confusion for visitors. Strict regulation and better organization are necessary to guarantee an efficient and secure transport service.
Finally, Morocco is recognized for its tolerance and cultural openness, qualities which are part of its identity. However, a few isolated incidents, such as the attack on a young girl and a man in Tangier because of their clothing, remind us of the importance of strengthening awareness and education around respect and diversity. These incidents, although rare, require collective awareness to ensure a climate of safety and warm welcome for all visitors and residents.
CAN 2025 represents a major opportunity for Morocco to highlight its capacity to organize a large-scale event while promoting its cultural wealth, its recognized hospitality and its ambition to become a leading tourist destination. This sporting event also constitutes an important step in view of the 2030 World Cup, which Morocco will co-organize with Spain and Portugal. This double sporting event places the Kingdom in the international spotlight, offering a unique chance to demonstrate its expertise in the organization and management of major events. With a collective effort to meet the challenges, Morocco has the potential to offer a memorable experience, meeting the expectations of visitors and football lovers.
Asmaa Loudni
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