The launch comes as Morocco experiences a surge in UK visitor numbers, with British arrivals reaching one million in 2025, according to tourism data. Increased flight capacity and rising anti-tourist sentiment in hotspots like Spain and Greece have helped boost UK tourism to Morocco, travel analysts note. Tétouan is positioned as an enticing alternative for holidaymakers looking to explore Morocco’s northern charms, offering a vivid mix of Hispano-Moorish architecture, a UNESCO World Heritage medina, a charming coastline, and the scenic Rif Mountains on its doorstep. The city sits around 37 miles from Tangier, just south of the Strait of Gibraltar.
Travel experts and bloggers have praised Tétouan's appeal. Lonely Planet describes Tétouan as a jewel of a town. Travel blogger Stephanie Granados of WanderlustBeautyDreams calls Tétouan Morocco’s hidden gem. Els, who runs My Feet Are Meant to Roam, says she found Tétouan to be one of the most pure and interesting places in northern Morocco, expressing surprise that it is bypassed by most tourists despite having plenty to do.
Key attractions include the historic medina, a UNESCO World Heritage Site renowned for its whitewashed lanes, tiled courtyards, and strong Andalusian influence, rebuilt by refugees from southern Spain in the late 15th century. The medina feels markedly different from the souks of Marrakesh or Fez, with artisan workshops producing traditional embroidery, leather goods, and zellij tiles. The Royal Palace square offers a grand introduction to the city’s Hispano-Moorish architecture, while the Tétouan Archaeological Museum is a must-visit, with artefacts from Phoenician, Roman, and indigenous societies. The rugged peaks of the Rif Mountains rise dramatically behind Tétouan, offering hiking trails and panoramic views, and the Mediterranean beaches of Martil are just a short drive away, popular for swimming and seafood lunches. Tétouan’s cuisine blends Moroccan and Andalusian traditions, with dishes such as seafood pastilla and slow-cooked tagines reflecting its coastal setting.