Morocco gets favorable global coverage, but six western countries and 13% of coverage fuel criticism

Morocco is viewed positively across much of the world, but faces a far more critical press in the United States, the United Kingdom, France, Belgium, Norway, and Denmark, according to a new analysis of international media coverage by Affinytix.

The study gives Morocco an overall global sentiment score of 34.7, suggesting the country maintains a healthy international image. That score is driven by strong support in Africa, the Gulf and parts of Asia, while negative coverage is concentrated in six Western countries.

The report identifies three broad groups. The first is made up of countries where Morocco enjoys overwhelming support, including much of West Africa, the Gulf and parts of Asia. The media in these countries often portrays Morocco as a regional leader and a trusted partner.

A second group offers measured support. Coverage remains positive but focuses on Morocco’s economy, diplomacy and growing regional role rather than celebratory narratives.

The third group includes countries where Morocco faces scrutiny or criticism. Algeria records the lowest sentiment score at -49.8, followed by Norway (-16.3), Denmark (-8.4) and the United Kingdom (-3.4). Coverage in the United States (8.7) and France (11.3) is still positive overall but significantly weaker than in most of the Global South.

The report says this shows a gap between Morocco’s standing in many parts of the world and the way it is covered in parts of the Western press.

It also finds that most reporting about Morocco is straightforward rather than opinion-driven.

Around 56% of coverage is factual or analytical, focusing on developments in areas such as diplomacy, the economy and public policy. This type of reporting generates steady positive sentiment and forms the backbone of Morocco’s international image.

Another 30% of coverage is promotional or institutional, focusing on achievements in sectors such as sport, diplomacy and investment. These stories produce the highest sentiment scores and reinforce Morocco’s image as an emerging regional power.

Opinion pieces and sensational coverage account for just 13% of reporting, but they generate the strongest negative reactions. According to the study, these stories are more likely to focus on controversy, conflict and social issues than on long-term developments.

The analysis also shows that countries differ not only in how positively they cover Morocco but also in how they frame it.

Media in countries such as Japan, China, Rwanda and the UAE tends to focus on economic growth, industry and diplomacy. By contrast, coverage in the United States, the United Kingdom, France, Belgium and Norway is more likely to emphasize political tensions, governance and social challenges.

Sport and diplomacy remain Morocco’s biggest international strengths, accounting for 45.4% of global media coverage. The report says these two themes help sustain Morocco’s positive image even when critical stories emerge.

Economy and technology make up a smaller share of coverage but are described as strategically important because they strengthen Morocco’s reputation as an industrial and investment destination.

Governance and social issues remain the main entry point for negative narratives, particularly in Western media.