Taxi in Rabat: Why are our drivers learning English for the 2030 World Cup?
1. Morocco aims high: English in the service of our hospitality
Excitement is building! With the hosting of the 2030 World Cup, Morocco is preparing to welcome millions of supporters. In Rabat, it was quickly understood that the first smile and the first exchange matter greatly. That’s why the city launched an incredible challenge: to train 22,000 taxi drivers for free in the language of Shakespeare. The goal is simple: to ensure that every visitor feels immediately welcome, right from the airport exit, thanks to smooth and warm communication.
2. A dream team for a 100% free project
This wonderful project did not happen by chance. It is the result of close collaboration between the Rabat Wilaya and the Chamber of Commerce (CCIS). The good news? This training is completely free for all drivers, whether they drive a small or a large taxi. By involving unions like the UMT, the authorities have created a program that respects drivers’ daily routines while enhancing the Kingdom’s international brand image.
3. "Hello, where to?": a practical and useful learning experience
Forget boring grammar lessons! Here, the focus is on practical English (or "useful English"). Drivers learn key phrases for real-life situations: greeting politely, confirming a destination, explaining a route, or discussing fares without misunderstandings. They are even prepared to become mini tour guides capable of mentioning Rabat’s famous landmarks. This is what we call turning a simple ride into a memorable experience!
4. Priority to strategic locations: airports and stadiums on the front line
To ensure immediate impact, the training primarily targets drivers working in high-traffic areas. Of course, we’re thinking of Rabat-Salé Airport and the surroundings of the iconic Moulay Abdallah Stadium (68,000 seats!). By being able to respond in English to supporters from all over the world, drivers in these areas become the pillars of flawless logistics for AFCON 2025 and the 2030 World Cup.
5. More than a language, a real revolution for the profession
Learning English is great, but it’s only part of the story. This program is part of a broader effort to modernize the taxi profession in Morocco. Between access to the CNSS (social protection), the new professional card, and the use of modern technologies, the sector is becoming more professional. The Minister of the Interior is counting on these trainings to make the profession more attractive to young people and to ensure world-class customer service.
6. A lasting legacy: what if all of Morocco joined in?
Rabat is leading the way, but the ambition is national! The idea is to replicate this successful model in Casablanca, Marrakech, or Tangier. Beyond football, the entire tourism sector will benefit for years. By offering these courses for free with highly flexible schedules, Morocco proves that its greatest asset for 2030 is its human capital. Our drivers no longer just transport clients; they now carry the voice of Morocco!
Source: Training program by the Wilaya of Rabat and the CCIS.
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