The Association of Touring and Adventure Suppliers has unveiled Morocco as the destination for its second ‘Experiences’ trip for agents.
More than 50 member agents will travel to the north African country for the three-night ‘Experiences’ trip, which will feature a host of activities and adventurous excursions.
Claire Brighton, Atas director, said the Morocco trip has been planned after the success of the inaugural ‘Experiences’ trip to Lake Como in 2024.
“We wanted to find a destination with an equal ‘wow’ factor and we certainly have done that with Morocco,” she said.
The ‘Experiences’ trip is being held in partnership with the Moroccan National Tourist Office and will focus on exploring the region around Lake bin el Ouidane in the Atlas Mountains.
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Meryem Bennouna is the director of the Moroccan National Tourism Office for the UK, Ireland, and Nordic regions, which is an associate member of Atas.
“We’re delighted to be partnering with Atas for the second Atas Experiences trip to Morocco,” she said.
“The success of the first edition highlighted the significant value of providing UK travel agents with an immersive experience, and we are excited to build on that momentum.
“Adventure travel is a crucial segment witnessing growing demand, and Morocco is perfectly positioned to meet this trend.
“With its diverse landscapes – from the towering Atlas Mountains, ideal for trekking and mountaineering, to the vast dunes of the Sahara Desert offering camel trekking and sandboarding – Morocco provides a wide range of adventure experiences.
“Travellers can also enjoy thrilling activities such as hiking in the Rif Mountains, surfing along the Atlantic coast and exploring remote Amazigh villages for authentic cultural encounters.
“The UK market has shown a strong and growing appetite for adventure travel, with travellers seeking destinations that offer both excitement and cultural depth.
“Morocco’s rich natural and cultural diversity, combined with its accessibility and year-round appeal, presents enormous potential to cater to these evolving preferences.”
The event will include three nights’ accommodation at the five-star luxury Widiane Hotel, all meals and transfers. As with last year, agents will be asked to source their own flights.
Activities and excursions are being planned to showcase the region, like last year’s event, which featured walking and e-cycling tours of Lake Como; wine and cookery experiences; a boat trip on the lake; and restaurant dine-arounds.