Santa Monica Travel & Tourism Names Rocket Travel Marketing as Agency of Record for United Kingdom & Ireland

Santa Monica Travel & Tourism (SMTT) has appointed Rocket Travel Marketing as its official in-market representation agency for the United Kingdom and Ireland, effective July 1, 2026. Through this partnership, Rocket Travel Marketing will lead trade, and market development with public relations efforts led by sister agency, Astara Communications to further position Santa Monica as a premier long-haul destination for UK travellers.

The United Kingdom remains one of Santa Monica’s most important international markets, historically ranking among the top sources of overseas visitation to Los Angeles and represents a key opportunity within the luxury travel segment, with high-value travelers continuing to play an important role in supporting premium demand for Santa Monica. UK travellers are known for longer lengths of stay, higher per-trip spend, and a strong affinity for California’s coastal lifestyle, making them a critical audience for driving sustained economic impact to the destination.

Following a competitive review process, Rocket Travel Marketing was selected for its deep expertise in travel trade and media relations, as well as its proven ability to translate destination brands into measurable results within the UK and Ireland markets. The agency will focus on strengthening tour operator partnerships, expanding luxury travel trade development, increasing product placement, securing high-impact media coverage, and supporting strategic initiatives tied to upcoming global milestones, including the Route 66 Centennial in 2026 and major international events leading into 2028. The trade team consists of Director, Brendan Croft, Campaigns Manager, Holly Pattison and Louise Pepper, leading on PR and media.

“International markets play a vital role in Santa Monica’s sustained and long-term growth, and the UK and Ireland continue to be a priority given its strong demand, high-value travellers, and deep cultural connection to California,” said Misti Kerns, President/CEO of SMTT. “Rocket Travel Marketing brings the relationships, expertise, and strategic approach needed to elevate our presence in market and ensure Santa Monica remains top of mind for both consumer travellers and the travel trade.”

As global travel patterns continue to evolve, SMTT is focused on a balanced demand strategy that strengthens international visitation, prioritizes high-value travellers, and remains responsive to shifting market conditions. This partnership ensures a consistent in-market presence, ongoing trade engagement, and proactive media outreach to capture demand and convert interest into visitation.

“Being appointed to represent Santa Monica in the UK and Ireland is an incredibly exciting moment for our team,” said Brendan Croft. “Santa Monica is one of California’s most iconic destinations, and we see enormous potential to build on its strong foundations, deepen our relationships with the travel trade, and inspire even more travellers to experience everything our destination has to offer.”

Louise Pepper adds, “Santa Monica sits at the intersection of several of the strongest trends shaping global travel today, including luxury, wellness and experience-led tourism. As competition for high-value travellers intensifies, destinations need clear positioning and compelling storytelling to stand out. We’re excited to partner with SMTT to help strengthen Santa Monica’s profile in the UK and Irish media, building on its existing success while introducing new audiences to everything Santa Monica has to offer.”

With a strong foundation of brand recognition in the UK and Ireland, SMTT and Rocket Travel Marketing will work collaboratively to deepen engagement through targeted trade initiatives, press trips, media events, and strategic partnerships that further elevate Santa Monica’s position as Los Angeles’ premier beachside destination.