With Morocco preparing to co-host the 2030 World Cup alongside Spain and Portugal, a new study by the Moroccan Center for Citizenship has raised concerns about the country’s public behavior and how it might impact visitors’ experiences.
The study reveals that many Moroccans themselves are worried about how some widespread behaviors could harm the country’s image.
One of the biggest concerns is cheating in sales and tourist services. Over 84% of those surveyed said that overcharging foreigners or offering poor-quality services gives Morocco a bad reputation.
Another major issue highlighted was cleanliness. About 82% of participants said that littering in public spaces and the lack of clean public restrooms, especially in tourist areas and stadiums, reflect poorly on Moroccan cities.
Begging in tourist areas, especially when it involves children, was also a key concern for 77% of respondents. Many believe it leaves a negative impression on tourists.
Add to that the problem of harassment. Nearly 70% pointed to verbal or physical harassment of female tourists as damaging to the country’s image.
Street harassment and aggressive behavior in markets were also mentioned by 64% as unpleasant experiences for visitors.
Taxi services didn’t escape criticism either. Nearly three-quarters of people surveyed said some taxi drivers either refuse to turn on the meter, overcharge tourists, or simply refuse to drive them. These practices, they say, harm the country’s hospitality image.
Respect for public space and other people is also under the spotlight. Around 72% of those surveyed said that cutting in lines at stadiums, stations, and public services is a problem.
Unsafe driving and ignoring pedestrian crossings also raise safety concerns for visitors, with over 60% of people noting this as a negative aspect of tourist experience.
Another worry is the quality of healthcare services. About 71% of participants said the poor state of health services sends the wrong message to tourists, showing a lack of readiness to handle international events.
The study sees the 2030 World Cup as a golden opportunity for Morocco, not just to shine on the world stage, but to improve from within.
The researchers stress that having modern infrastructure is not enough. What truly matters is how people behave; showing respect, being clean and welcoming, and embracing openness and tolerance.
The study concludes that promoting positive civic behavior requires more than just rules. It’s about education, setting good examples, enforcing laws fairly, and encouraging everyone to take care of public spaces.
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