Morocco’s economy received a powerful boost during AFCON 2025, as visitor spending surged by 190% compared to the previous year, according to new figures released by Visa.
The data, which covered the tournament period from December 21, 2025, to January 18, 2026, shows how the continental football spectacle transformed tourism, retail, hospitality, and digital engagement across the kingdom.
Cross-Border Spending Soars During AFCON 2025
Visitors from Côte d’Ivoire, Senegal, and the Democratic Republic of Congo fueled the spending surge. Together, they contributed more than 60% of the total increase in cross-border transactions.
Meanwhile, travelers from France, the United States, and the United Kingdom accounted for nearly half of the overall spending growth across all markets. This mix of African and international visitors highlights Morocco’s expanding global tourism footprint.
Short-stay visitors, who remained in the country between one and four days, increased their spending by 120%. However, long-stay visitors recorded an even stronger impact, as their expenditure jumped by 210%.
As a result, the AFCON 2025 economic impact extended beyond matchdays and stadium activities.
Host Cities Record Massive Gains
All six host cities experienced impressive growth in visitor transactions. Rabat led the surge with a 70% increase. Tangier followed with 55%, while Casablanca posted a 50% rise.
Sports-related purchases also climbed by 45%. Fans bought more merchandise and engaged more actively with sports clubs and entertainment centers.
Sami Romdhane, General Director of Visa Morocco, said the figures reflect strong and widespread economic momentum across sectors. He noted that international transactions, short stays, sports purchases, and domestic consumption all moved upward during the tournament.
Data Insights Drive Future Business Strategy
Nicolas Khoury, Senior Vice President and Head of Visa Consulting & Analytics for the CEMEA region, explained that AFCON 2025 data provides crucial insights into consumer behavior during mega sporting events.
According to him, financial institutions and merchants can now design smarter campaigns and targeted offers that align with real-time customer trends.
Food, Retail, and Local Consumption Rise
Beyond stadiums and hotels, local businesses benefited significantly. Food delivery services and grocery spending rose by 55% during the competition period.
Additionally, Morocco’s Tourism Minister Fatim-Zahra Ammor described the tournament as a moment of “exceptional international visibility” for the country. She revealed that Morocco recorded 60% growth in December arrivals from participating countries. Visitors stayed longer and spent more on hospitality, dining, transport, and handicrafts.
In 2025, Morocco welcomed nearly 20 million tourists, marking a 14% year-on-year increase. The kingdom now targets 26 million visitors annually by 2030.
€1.5 Billion Revenue and 100,000 Jobs Created
The broader economic footprint of AFCON 2025 proved substantial. Industry Minister Ryad Mezzour disclosed to Spanish news agency EFE that the tournament generated more than €1.5 billion in direct revenue.
Furthermore, nearly 600,000 foreign visitors traveled specifically for AFCON 2025.
Morocco invested €2.3 billion in tournament infrastructure. Authorities described the spending as a long-term sovereign investment rather than a short-term expense. The projects created over 100,000 jobs and engaged more than 3,000 Moroccan industrial companies.
Importantly, 80% of the infrastructure required for the 2030 World Cup now stands completed. Officials believe the country compressed a decade of development into just two years, building facilities expected to serve citizens for decades.
CAF Records Historic Digital and Commercial Success
Beyond physical infrastructure, AFCON 2025 dominated digital platforms. The Confederation of African Football confirmed that the tournament generated 6.1 billion digital impressions and 5.2 billion video views across social media channels.
Commercially, CAF recorded revenues of $192.6 million, representing more than 90% growth compared to the 2023 edition. Net profits reached $113.8 million, setting a new benchmark for African football competitions.
Morocco Positions Itself as Africa’s Sporting Hub
AFCON 2025 has strengthened Morocco’s position as a leading African tourism and sporting destination. The surge in visitor spending, infrastructure expansion, job creation, and digital performance signals long-term economic momentum.
As the country prepares for the 2030 World Cup, analysts expect the AFCON 2025 Morocco economic impact to continue shaping tourism growth, foreign investment, and continental sports development.
