Sports Diplomacy as a Lever for Morocco’s Economic Attractiveness: A Theoretical Analysis of the Mechanisms Linking International Influence, Tourism and Investment

Abstract

This article addresses the following question: through what mechanisms can sports diplomacy strengthen Morocco’s economic attractiveness in tourism, foreign direct investment and territorial development? It uses a narrative and integrative review linking five bodies of literature: public and sports diplomacy, signalling theory, nation branding, tourism economics and mega-event legacies. The analysis shows that sporting visibility does not mechanically generate economic flows. It first operates as an international signal that may increase country awareness and reshape the associations underpinning national reputation. When consistent with verifiable territorial attributes, this signal may reduce uncertainty perceived by tourists, investors and economic partners. Greater confidence may then encourage travel intentions, the consideration of Morocco as an investment location and territorial valorisation. Conversion nevertheless depends on governance quality, the alignment of infrastructure with collective needs, consistency between communication and economic fundamentals, and a measurable legacy strategy. The Moroccan case is discussed through the 2022 performances, the 2025 Africa Cup of Nations and preparations for the 2030 FIFA World Cup. The argument successively presents the literature review, Morocco’s trajectory, a conceptual framework comprising seven propositions, and finally the economic implications and empirical agenda. The theoretical contribution lies in integrating mechanisms that have generally been studied separately; the applied contribution specifies the conditions under which they may operate in Morocco. The model also offers falsifiable hypotheses for future comparative research. It thereby distinguishes temporary exposure from durable economic outcomes and provides a testable basis for assessing tourism, investment and territorial effects after major sporting events in emerging economies.

JEL Classification: F21, F50, L83, O18.

Paper type: Theoretical Research.