From the spice-scented souks of Marrakech to the golden beaches of Agadir, Morocco continues to capture the hearts of UK travellers – and now London-based communications agency Rooster has been appointed to keep the spotlight firmly on the Kingdom of Light.
Following a string of successful projects in late 2024 and early 2025, the Moroccan National Tourist Office (MNTO) has named Rooster as its dedicated representation agency for the UK and Irish markets.
Morocco welcomed 1.2 million UK and Irish travellers between March 2024 and March 2025, cementing its status as Africa’s number one tourist destination. Outperforming competitors, arrivals surged 42% in the same period, fuelled by a 40% increase in air capacity thanks to new and expanded direct flights from 14 UK and Irish airports. Under its ambitious 2023–2026 strategic plan, the MNTO aims to position Morocco among the world’s top 10 most desired destinations – targeting 17.5 million visitors by 2026 and an impressive 26 million by 2030.
Meryem Bennouna, Director, Moroccan National Tourism Office, UK, Ireland & Nordics, commented: “Our mission is to show the UK and Ireland why Morocco is unmatched in its blend of culture, adventure, and luxury. Partnering with a creative, results-driven agency like Rooster will help us deliver on that vision – especially as we build towards co-hosting the FIFA World Cup in 2030.”
James Brooke, Managing Director of Rooster, added: “Morocco is a dream client for our Travel Team – bursting with stories, breathtaking landscapes, and experiences UK travellers crave. We’ll be making sure Morocco’s vibrancy, diversity, and year-round appeal take centre stage in 2025 and beyond.”
Rooster’s integrated campaign will span media relations, influencer partnerships, travel trade marketing, event activations, and leadership profiling – ensuring Morocco’s story resonates with both consumers and the travel industry across the UK and Ireland.
The Moroccan National Tourist Office joins Rooster’s portfolio of leading travel brands including Visit St. Pete/Clearwater (Florida), LAAX Switzerland, Atmosphere Core (The Maldives), Trip.com, and Flight Centre Travel Group.
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For further information, please contact:
Press: Sarah Geppert | Will Challis
Trade: Ben Williams | Pete Gregory | Jayne Brooke (account lead)
Rooster.
T: +44 (0)203 440 8930
E: [email protected]
About the Moroccan National Tourist Office:
Established in 1918, the Moroccan National Tourist Office (MNTO) has served as a cornerstone of the country’s tourism industry for over a century. As a government institution, MNTO spearheads efforts to promote Morocco as a tourist destination. Their mission encompasses both promoting the Morocco tourism brand through marketing and communication, as well as driving sales development through trade activities, both domestically and internationally.
For travel inspiration and trip planning, visit: www.visitmorocco.com/en
About Rooster:
Rooster is an award-winning PR and communications agency that focuses on innovative storytelling, performance and accountability. A gifted team of 25 specialists deliver high-impact, high-value integrated comms for ambitious travel, property, consumer and b2b/corporate brands. Services include PR, Representation, Social, Influencer, Experiential, Creative and Reputation.
For more information, visit www.rooster.co.uk
