AAs Morocco prepares to host two world-class sporting events – the African Cup of Nations (CAN) in 2025 and the 2030 World Cup – an exceptional opportunity presents itself to present itself as a as a destination where sport and culture meet. Beyond the stadiums, it is a real stage open to its cultural heritage that the Kingdom will be able to offer to the hundreds of thousands of expected visitors.
These events are not limited to sporting competitions. They constitute an ideal showcase for promoting Moroccan cultural wealth – from renowned festivals to its unique architecture, including its museums and artistic traditions. An opportunity that cultural authorities and tourism stakeholders seem determined to seize.
Behind the excitement of the matches, Morocco intends to broaden the experience visitors by highlighting its cultural gems. From Marrakech, with its legendary Jamaâ el Fna square, to Rabat, where modern art dialogues with historical remains, the country intends to reveal the multiple facets of its identity. For Saïd El Kabbaj, architect and town planner, “these major sporting events must serve as a springboard for an unprecedented spotlight on our heritage. The goal is for each spectator to leave with a deep and lasting image of what Morocco has to offer beyond football.
The Ministry of Culture and Communication is already preparing a series of initiatives to promote cultural heritage throughout the competitions. Dedicated circuits will be offered to supporters, allowing them to discover the historic medinas, classified as UNESCO world heritage sites, but also lesser-known sites which are full of charm and authenticity.
Festivals and traditions in emulation
-Moroccan festivals, renowned internationally, will play a central role in this strategy. The Mawazine Festival in Rabat, the Sacred Music Festival in Fez and the Marrakech International Film Festival will be key events to capture the attention of international visitors. El Kabbaj explains that “combining these competitions with our festivals will highlight the artistic soul of Morocco.
It’s a way of saying to visitors: ‘We have as much to offer in our streets, our stages and our museums as we do on the ground’. Musical performances, traveling exhibitions and traditional entertainment will enrich the supporters’ experience. These initiatives will not only be spectacular: they will also serve to create an intercultural dialogue between visitors and locals. Architecture, living memory of Morocco Morocco’s other major asset lies in its architectural heritage, both inherited from glorious eras and open to modernity. Monuments like the Koutoubia in Marrakech, the Hassan Tower in Rabat or the Kasbah des Oudayas are not simple tourist sites: they tell a thousand-year-old story that still resonates in contemporary Moroccan culture.
“Every wall, every stone has a story to tell. By presenting this heritage to an international audience, we are allowing Morocco to establish itself as a cultural crossroads,” he explains. “But this richness must be accompanied by a modern presentation to captivate new generations,” adds our interlocutor. Visitors will also be able to discover modern infrastructure, such as the Grand Theater of Rabat or the emblematic stadiums, which testify to Morocco’s ability to combine tradition and modernity. And thus prove, once again, that the Kingdom is much more than a tourist destination: an experience in its own right.
