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The Moroccan National Tourist Office (ONMT) has officially appointed London-based communications agency Rooster to spearhead its tourism promotion efforts in the United Kingdom and Ireland. This decision follows the remarkable success of previous marketing campaigns conducted from late 2024 to early 2025, which resulted in a 42% surge in UK and Irish visitors to Morocco. Between March 2024 and March 2025, the number of tourists from these markets reached 1.2 million.
Rooster’s new mandate includes a wide range of responsibilities aimed at enhancing Morocco’s visibility and appeal across the British and Irish travel sectors. These include media relations, collaborations with travel influencers, industry networking, event organization, and strategic efforts to strengthen Morocco’s national tourism brand.
Morocco’s growing popularity is backed by its rich cultural heritage, stunningly diverse landscapes — from beaches to mountains and deserts — and renowned hospitality. These elements, coupled with expanding modern infrastructure and air connectivity, have positioned the country as a prime target for tourism investment. The industry has also demonstrated significant resilience in the face of global challenges, making it an attractive, stable opportunity for long-term investors.
As part of its broader vision, the ONMT has ambitious goals: to place Morocco among the top 10 global tourist destinations. It aims to welcome 17.5 million visitors by 2026 and 26 million by 2030, a goal that aligns with the international spotlight expected during the 2030 FIFA World Cup, which Morocco is co-hosting with Spain and Portugal.
To meet these targets, Morocco is intensifying its promotional campaigns in key source markets: France, Spain, the UK, and the United States. These campaigns emphasize authentic cultural experiences, sustainable tourism, and appeal to both luxury travelers and budget-conscious tourists. The focus also includes highlighting Morocco’s modern road networks, tourism facilities, and diverse travel experiences.
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These efforts are already showing results. Inbound tourism revenues for the first five months of 2025 reached USD 3.7 billion, an 8% increase from the same period in 2024. In that year, Morocco welcomed a record-breaking 17.4 million international tourists, a 20% rise from 2023, earning the distinction of becoming the most-visited country in Africa. This surge in arrivals significantly boosted the tourism sector’s contribution to GDP, which climbed from 3.7% in 2020 to 7.3% in 2023. By strategically partnering with Rooster and building on its growing momentum, Morocco is positioning itself as a leading global destination — not just for leisure travelers, but also for investors seeking a robust, future-forward tourism market.
