The brief – thought to be worth seven figures – follows a competitive review, and will see Ketchum promote Morocco in the UK, France, Germany, Spain, Italy, Belgium and the Netherlands.
The Morocco National Tourism Office appointed the agency after a competitive review, and will keep the agency on board for three years.
Moroccan National Tourist Office head Hamid Addou said: 'We decided to assign the management of our press and public relations to Ketchum Pleon’s network, the leader in Europe.
'The agency combines strong expertise in tourism and in international account management through its integrated network. Ketchum Pleon’s understanding of our economic challenges and in-depth knowledge of the sector makes it the ideal partner to help us attain our objectives.’
The engagement will be led from Ketchum Pleon's Paris office, by Paris president Jean Martial Ribes, while the UK programme will be led by senior associate director Cat Jennings in the agency’s London office.
Budgets by market have not yet been set.
The Ministry of Tourism announced last week that 2010 visitor numbers increased strongly, continuing the year-on-year upwards trend. Tourist arrivals to Morocco reached 9.3m for the year as a whole in 2010, up 11.5% on 2009 figures of 8.34m.
Visitor numbers dipped in March this year as unrest hit neighbouring North African countries, including Tunisia, Egypt and Libya.
However, overall tourist arrivals increased 6% year-on-year in the first quarter of 2011, to 1.83m.