Black Diamond appointed as first UK PR agency for Moroccan National Tourist Office

Black Diamond appointed as first UK PR agency for Moroccan National Tourist Office

London, UK, 2020-Sep-28 — /Travel PR News/ — London-based communications agency, Black Diamond, has been appointed as the first retained agency in the UK and Ireland for the Morocco National Tourist Office. The competitive pitch process took place during lockdown and can now be announced as the country’s borders begin to open to travellers. 

Black Diamond will be establishing a media and influencer visiting programme to Morocco, as well as hosting a number of journalist and industry events. Key messages for the near future include Morocco’s sustainability programme as the country looks to rebuild its tourism, in addition to promoting the world-class cuisine, desert accessibility, mountain hiking and golf. Focus will also be placed on lesser-known destinations, such as the cities of Tangier, Rabat and Fes, as well as the seaside resort of Dakhla. 

Sarah Barnett, Head of PR & Communications at Black Diamond, said: “This is our second new business win in as many weeks, so it’s encouraging to see the tourism industry is taking a positive step in committing to our market and investing in PR and communications. As we look forward to building Morocco’s reputation in the UK and Ireland, it is our responsibility to bring the MNTO message of sustainability front of mind with travellers and to increase knowledge of the country as a whole.”

Before the pandemic hit, Morocco had seen a steady rise of UK travellers visiting the destination over the last four years; reaching more than half a million of UK travellers in 2019. Marrakech will host the postponed ABTA Travel Convention and UNWTO in 2021. 

Black Diamond brings to the account a wealth of destination positioning experience having retained a number of travel and tourism clients over its 27 years in business. 


About Black Diamond:

Black Diamond is a full service integrated communications agency offering public relations and travel trade representation, creative solutions, media planning and buying, alongside digital development and content production. Black Diamond specialises in the travel and consumer industries. Existing clients include Japan National Tourism Organization, Tahiti Tourism, Visit California, Colorado Tourism Office, Visit Pittsburgh, Alterra Mountain Company, Lufthansa Group and the luxury property, Post Ranch Inn. For information about Black Diamond visit

About MNTO

The Moroccan National Tourist Office is a government institution whose role is to promote Morocco as a tourism destination. To fulfil its mission, MNTO has developed five key activities:

  1. Build Morocco’s tourism brands in its source markets, through brand communication and events;
  2. Build the destination’s tourism promotion strategy and accessibility through industry partnerships with airlines and tour operators;
  3. Recruit and support travel sales forces through the organisation of educational activities;
  4. Develop the interest of media and influencers for Moroccan destinations, through an active PR programme;
  5. Organise matchmaking activities between Moroccan and source market tourism professionals.

For further information, visit and MNTO’s social media handles:; Instagram @Visit_Morocco; Twitter @Visit_Morocco; YouTube @VisitMorocco.


Media contact:

For more information and to register your interest in potential press trips, please contact:

Sarah Barnett on