Less than a month before the start of CAN 2025, it is time for final adjustments in the nine stadiums spread between Rabat, Casablanca, Marrakech, Fez, Agadir and Tangier. After their facelift, these brand new enclosures are ready to welcome and commune with the many supporters from sub-Saharan Africa and elsewhere.
But beyond the adrenaline rush and intense suspense in the stands, these visitors will be eager to discover Morocco outside the stadiums, from their places of stay. Aware of this unprecedented tourist influx, hoteliers are pulling out all the stops. From large chains to medium-sized structures, the entire sector is mobilizing to meet this strong demand.
Increase in staff numbers, improvement of reception services, development of accommodation offers and parallel activities… Professionals are sharpening their systems to win the reception game. “The accommodation and tourism sector today is not only ready to welcome the CAN in the best conditions, but also to make it one of the most beautiful editions.
It will also be an opportunity to show all African countries the quality of Moroccan products and hospitality,” confirms Nidale Lahlou, deputy president of the National Federation of the Hotel Industry (FNIH).
For him, no worries at this level. The Kingdom has finished demonstrating its capacity to welcome more than 2 million visitors per month. This is evidenced by the record 17.6 million tourists welcomed in 2024 and the 16.6 million visitors recorded at the end of October 2025, an annual increase of 14%.
Occupancy rates of more than 80%
In terms of customer experience, establishments should also earn points. “Professionals such as the supervisory administration have paid particular attention to this with the new law for the classification of tourist establishments, but also with very strict standardization of safety and hygiene carried out by the territorial administration and the National Food Safety Office (ONSSA)”.
So many assets that will allow hotels to break records in terms of accommodation. If it is difficult at the moment to have precise figures on the state of reservations, due to several parameters, our interlocutor remains convinced that the CAN, which will attract an exceptional tourist wave, will allow professionals in the sector to properly fill their cash flow in December and January.
“Rabat, Casablanca, Marrakech and Agadir will record occupancy rates above 80%. In Fez and Tangier, they will exceed 60%. As for the other regions, an improvement in occupancy rates of around 20% compared to 2024 is probable,” reveals Lahlou.
The first signals of this future tourist upturn are already starting to flash. More than 700,000 tickets have already been sold to 113 nationalities, according to the president of the Royal Moroccan Football Federation (FRMF), Fouzi Lekjaa. A figure which is not far from the 800,000 additional visitors expected by the Moroccan National Tourism Office (ONMT).
No price speculation
In addition to the broadcast of an institutional film in twelve countries, the entity led by Achraf Fayda, which recently launched its “Morocco, land of football” campaign, intends to mobilize two influencers in each of the countries qualified for the CAN around the “Visit Cup Africa” operation, to produce immersive stories from stadiums and tourist sites.
As for Royal Air Maroc, we are counting on the transport of 500,000 passengers from sub-Saharan Africa and the diaspora, mainly Europe. Suffice it to say that the African football festival represents a major opportunity for the national hotel industry, which is growing rapidly.
It’s an open secret. This type of meeting is often marked by an increase in prices in hotel receptions, especially when demand greatly exceeds supply. “Despite the improvement in occupancy rates and the increase in the average expected length of stay, we are not currently seeing any pressure on prices.
Now, speculation during such events is always possible even if it is not desirable. But it will not be the work of tourist operators,” reassures the deputy president of the FNIH.
7 billion dirhams to modernize hotels
Anticipating the considerable tourist influx during the CAN, the government launched the “Cap Hospitality” program, a financial mechanism which aims to upgrade several hotels as a prelude to this high mass of continental football.
Candidates had to submit their files before the end of December. Around sixty applications have already been accepted out of 91 eligible requests, representing 14,000 rooms and a total investment of MAD 7 billion, according to the Minister of Tourism, Fatim Zahra-Ammor.
This funding should strengthen the performance of hotels during and after the CAN. “Cap Hospitality has attracted keen interest from hotel establishments. It is a real tool for accelerating the modernization of these infrastructures and which deserves to be renewed,” recommends Lahlou.
New ranking system to improve hotel performance
In order to professionalize and modernize the national tourism offer, Morocco has implemented a new classification system for classified tourist accommodation establishments (EHTC), within the framework of law 80-14 adopted in 2015.
One of the key measures is the establishment of a star rating system, extended to all establishments, including hotels, guest houses, tourist residences and even emblematic structures such as riads and kasbahs. Objective: to align with international standards, allow tourists to better guide their choices and promote healthy and transparent competition between professionals in the sector.
The quality of service will also be scrutinized, through “mystery visits”, carried out by specialist auditors who will evaluate the customer experience based on 800 criteria. A classification which will be renewed every seven years, then every five years, for new establishments.
