LMorocco’s preparations for the 2030 World Cup include ambitious projects such as the rehabilitation and construction of modern sports infrastructure, the construction of new hotels, and the extension and strengthening of the transport network, particularly rail and air. Through these initiatives, the Kingdom aims not only to meet the specific requirements of this global event, but also aspires to transform itself into a center of attraction for major international sporting events.
The economic benefits of co-organizing the World Cup are expected to be significant, with an increase in hotel occupancy rates, a revitalization of restaurants and businesses, job creation, etc. But beyond the immediate economic impact, this event will promote a positive image of Morocco and highlight its capacity to organize these major events. Thus, the Kingdom will be able to carve out a place of choice in the sports tourism sector, a rapidly expanding field. But in concrete terms, what measures prove essential for a country to succeed in becoming a world-renowned sports tourism destination?
For Othmane Ibn Ghazala, vice-president of the National Tourism Confederation (CNT), the country must, above all, “have high-level infrastructure and sports facilities, equipped with digital reservation processes allowing their use by professionals tourism”. And note that the presence of a local consumer market as well as a significant and regular demand emanating from internal tourism are essential to motivate investment in these sports facilities. “The latest report from the International Olympic Committee indicates that following the organization of a major sporting event, the host destination sees an increase of 10 to 20% in sports participation among young people in the following 5 years,” he indicates. .
In the same vein, the vice-president of the CNT underlines the need to introduce tax incentives and investment support programs to encourage the development of local sports clubs and sports grounds. “Training programs must enable the development of ancillary services necessary to attract sports tourism customers (equipment manufacturers, health professionals, etc.). Thus, we will have capitalized on the CAN effect and, above all, on the World Cup effect to position Morocco as a destination of first choice, able to compete with Turkey and Spain,” he continues.
For his part, Khalid Doumou, economist and vice-president of Kenitra athletic club (KAC), believes that Morocco can find the means to promote its positioning in terms of sports tourism thanks to its geography, managerial ingenuity and a strategic rapprochement between tourist and sports operators, who could think together about the creation of all-inclusive packs. Furthermore, the vice-president of the KAC notes that by focusing on various sporting disciplines, the Kingdom could not only diversify its tourist offer, but also establish its international influence through sport. “Given that we are building sports complexes to host the World Cup in 2030, it would be wise to create new hotel establishments near the sports infrastructures that could attract foreign customers traveling in groups. This model already exists in places like Ain Draham, in Tunisia, or even in Ifrane for athletics. As for the most prestigious Moroccan golf destinations, they “We quickly understood the importance of being located near classified hotel establishments and palaces attracting high-level personalities from the world of business and entertainment,” he explains.
“The pearl of the South, Dakhla, is already known as a global destination for kite-surfing. But as part of our Atlantic strategy, sites like Taghazout, Safi or Mehdia could be used to host surfing competitions, thus generating large-scale international media coverage. For the calmer Mediterranean coast, sailboat or catamaran competitions can also be considered. Motorsport, another sport widely followed on a global scale, could also have a very interesting impact in terms of soft power.
The Great The 1958 Prix du Maroc Formula 1 is an often forgotten example,” he adds. Ultimately, Khalid Doumou underlines that the promotion of sports tourism requires exceptional natural sites, in addition to hotel infrastructures “combined in a single winning equation for hotel and sports operators”. To achieve this, the expert considers it necessary that “the ministerial departments of budget, sport and culture, and tourism open permanent channels of communication with the presidents of regions and the presidents of municipal councils, in order to try to phosphorus in this sense.
Of course, the presence of representatives of the Ministry of the Interior to oversee the monitoring of this type of project is always expected and required,” he concludes. Hosting sporting competitions as important as the World Cup constitutes a key step in establishing itself in the field of sports tourism. From now on, it is up to Morocco to capitalize on this opportunity to promote its heritage and attract an international clientele looking for unique experiences.
