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Morocco's World Cup Journey Ignites Global Interest

Tuesday 23 July 2024 - 09:45

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NYU Researchers Uncover Ripple Effects Beyond the Field

A recent study by New York University researchers reveals that Morocco's unexpected advance to the 2022 World Cup semifinals generated a substantial surge in global interest in the country, extending well beyond the realm of football. This newfound attention encompasses tourism, culture, and more, demonstrating the far-reaching impact of a successful sporting campaign.

A Surge in Global Curiosity

The study, published in IEEE Xplore, highlights how Morocco's World Cup success parallels the "Flutie Effect," where a notable sports achievement significantly boosts interest and engagement with a university or country. The researchers utilized sophisticated Natural Language Processing (NLP) models to scrutinize online sentiment about Morocco before, during, and after the tournament.

The "Morocco Effect" Unveiled

"Our analysis indicates that Morocco's World Cup journey was not merely an athletic triumph but a captivating narrative that gripped the world's attention," said Anasse Bari, senior author of the study and a clinical associate professor at NYU's Courant Institute of Mathematical Sciences. "The data suggests a remarkable surge in interest towards Morocco, exceeding our initial expectations."

The research identified a nearly 150% increase in positive sentiment towards Morocco during the World Cup compared to the previous month. This surge was not confined to sports news but spread across various online platforms.

Diverse Areas of Interest

To better understand the scope of this heightened interest, the research team developed several "Morocco Indices" to monitor specific sectors, including travel searches, online discussions about Moroccan cuisine, and the football team itself.

Significantly, there was a notable rise in searches for terms such as "Morocco visa" and "flights to Rabat" during the competition, hinting at a potential boost in tourism interest. Additionally, the study documented sustained interest in Moroccan culture, particularly its cuisine, with searches for "couscous" and "tajine" remaining high even after the World Cup concluded.

Implications and Future Prospects

"We cannot conclusively link the World Cup to increased tourism numbers," Bari noted, "but the tournament undoubtedly generated substantial interest that went beyond the sports arena."

He also suggested that Morocco's 2022 World Cup performance might have influenced FIFA's decision to award the country co-hosting rights for the 2030 tournament.

While the study stops short of confirming a tourism boom, it illuminates the potential for a successful sporting event to cast a global spotlight on a nation, drawing attention to its culture, heritage, and attractions. This phenomenon underscores the multifaceted influence of international sports on global perceptions and interests.