Morocco’s World Cup Success Boosts Nation’s Global Visibility by 277%

Morocco’s visibility increased by 277% in the main media with a reach of 6.4 billion during the World Cup, while social media messages about the kingdom increased by 764% (a total of 12.1 million messages), reveals a CARMA report, the media intelligence expert. This report also shows that more than 279,000 articles and posts were published around Morocco’s participation in the World Cup, of which 64% on the theme of "overcoming obstacles", 22% on the theme of mothers and respect for women, and the rest on the theme of donating earnings, family and cultural values.

Google searches for Morocco increased by 273% after the tournament. As for visits to Wikipedia pages on the country, they increased by 453%. Tourist site traffic reached new heights (visitmorocco.com +34%), (Morocco.com +99%) (Tripadvisor Morocco +154%). A breakthrough that prompted The Washington Post to rank Morocco among the best global destinations for 2023.

Many key themes emerged during the coverage of Morocco, including those related to family, self-transcendence, charity, etc. "The key themes in the media, as identified by Carma, have focused on the country’s social values: Their tenacity, their respect for women and mothers, the acts of charity of the players who donate their earnings to national associations, to name a few, have all contributed to shifting the perception of the country from ’normal’ to ’excellent’," commented Sofia Tazi, Managing Director of CARMA North Africa.

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"Morocco’s success is not just the story of an underdog, but also a testament to the unique values of the Moroccan team, such as family, love, resilience and determination. These values have been an integral part of the team’s success and are an inspiration to other nations," concluded Mazen Nahawi, founder and CEO of Carma.