The phrase ‘leave no stone unturned’ is often used loosely, but in Morocco it was brought vividly to life.
When the Association of Media and Publishers (Association Nationale des Médias et des Éditeurs – APNE) invited what it described as ‘leading figures in the media industry’ as part of its Africa Cup of Nations (AFCON) 2025 itinerary, it did far more than roll out the red carpet – it delivered a masterclass in hospitality.
In Morocco, hospitality is not a gesture; it is a declaration. As the country opened its doors to Africa’s media during AFCON, it became evident that this was a carefully choreographed experience, designed to leave no doubt about Morocco’s confidence, culture and continental ambition.
As the largest and most representative organisation of press publishers in Morocco, APNE had a clear objective: to leave an indelible impression on its guests by crafting a truly unforgettable VIP experience.
This effort extended well beyond a select circle. More than 40 media professionals – publishers, editors and journalists – were hosted from across the continent.
West and North Africa were represented by countries such as Cameroon, Nigeria, Senegal, Liberia and Egypt, while Central and Southern Africa contributed delegates from South Africa, the Democratic Republic of Congo, Burundi, Guinea-Bissau and the Seychelles.
And, of course, Eswatini.
Over a 10-day journey, the group traversed the length and breadth of Morocco’s historic and heritage-rich cities, enjoying exceptional cuisine and world-class hospitality.
Morocco, it quickly became evident, is a country with much to offer and even more to absorb.
The carefully curated delegation experienced the country at a pivotal moment as it hosted Africa’s premier football spectacle, the Africa Cup of Nations – a tournament drawing millions of eyes worldwide.
Beyond football, the visit provided Morocco with a platform to present itself as a rapidly developing nation, boasting a rising standard of living and a compelling destination for tourists and investors alike.
With global attention firmly fixed on the tournament, APNE capitalised on the spotlight by seamlessly blending cultural immersion with the football calendar of a host nation eager to assert itself as an exceptional African experience.
The itinerary featured some of Morocco’s most breathtaking landmarks, complemented by VIP access to AFCON matches – a major attraction for journalists keen to follow their national teams.
Equally significant was the opportunity to foster stronger professional and editorial networks across the continent.
Despite long journeys to stadiums and the winter chill typical of North Africa, the enthusiasm among visitors never waned.
Among the highlights was a visit to the ancient city of Fes, renowned for its intricate souks, vibrant open-air markets and layered medinas that tell centuries-old stories.
There was also a first-time experience of snowfall in the Atlas Mountains, as well as the vibrancy of the city of Marrakech.
Through this programme, APNE effectively marketed Morocco by immersing its guests in the country’s diverse landscapes and cultures – from Atlantic coastlines to Mediterranean shores – making it the only African nation with access to both seas.
Guests witnessed firsthand what defines Morocco as the most cosmopolitan Arab country: a welcoming society open to all walks of life, underpinned by a thriving economy and impressive infrastructure.
The journey took the group from Casablanca, where they explored the iconic Hassan II Mosque, to Rabat’s Mohammed V Museum and Hassan Tower, and onward to the vibrant streets of Marrakech and the majestic Atlas Mountains – all set against the electric backdrop of a nation gripped by football fever.
As the national team delivered on the pitch, hosts ensured their guests attended key matches.
Morocco was awash in red, and belief in the country extended far beyond football – reflecting confidence in its future.
There is a certainty in the way Morocco conducts its affairs: a well-developed, assertive nation and a dynamic cultural melting pot that attracts millions of visitors to its cities, monuments and medinas.
The month-long football spectacle allowed Morocco to open its doors to the world, showcasing its rich culture and proud heritage while tracing the rise of its people and the traditions carried from generation to generation.
On the field, excitement peaked as the Moroccan national team bulldozed its way to the final.
The pristine condition of the stadiums underscored the country’s commitment to sporting excellence and its ambition to compete – and win – on the biggest stage, driven by a team determined to bring joy to its people.
Behind the scenes, the tournament unfolded with quiet efficiency, everything operating like clockwork – a reflection of unity, confidence and meticulous planning.
It is little wonder, then, that Morocco now contests the continent’s biggest football prize – one it covets and seeks to claim with conviction.
Only the strictest football purists would deny them the trophy.
For football romantics captivated by the beauty, ambition and spirit of this country, well wishes come naturally.
And for the immense effort invested in reaching this moment, Morocco would be a deserving champion – its celebrations fully earned.
What will endure after this tournament is not only the football, but the image Morocco has etched into the continental imagination – of a nation assured in its identity, meticulous in its execution and fearless in its ambition.
This was Morocco, at its most confident, inviting Africa to witness its moment.
