Morocco’s unexpected journey to the semi-finals of the 2022 World Cup has not only captivated football fans but has also sparked a significant surge in global interest in the North African nation, according to a study by researchers from New York University.
Led by Anasse Bari, a clinical associate professor at NYU’s Courant Institute of Mathematical Sciences, the study investigated what has been termed as the “Flutie Effect” in relation to Morocco’s World Cup performance. This effect, named after American football player Doug Flutie whose success led to increased interest in his alma mater, suggests that exceptional sporting achievements can elevate worldwide attention towards the home country.
Analyzing online trends, the study noted a remarkable increase in searches related to Morocco during and after the World Cup. Searches surged by 400%, encompassing not just football-related queries but also inquiries about Moroccan cuisine, culture, and tourist attractions. Popular search terms included “best time to visit Morocco,” “visa to Morocco,” and “couscous.”
Moreover, the study revealed a 150% rise in positive sentiment towards Morocco on social media platforms during the tournament. Following Morocco’s notable victory over Portugal, mentions of Morocco skyrocketed by an astonishing 4,527%, underscoring the global impact of the team’s success.
A detailed analysis further highlighted sustained interest in Moroccan cultural elements such as couscous and tajine. Searches for couscous surged by 90%, while tajine saw an 81% increase in search queries, indicating a broader shift in global perception influenced by Morocco’s sporting achievements.
Professor Bari emphasized that Morocco’s investment in sports, particularly football, has proven to be a valuable tool for enhancing the country’s global image and cultural engagement beyond sports itself. The World Cup success has not only boosted tourism interest but has also positioned Morocco as a multifaceted destination of interest on the world stage.
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