The growth of the tourism industry worldwide since 1950 has made this industry the most important in every nation economy. Moroccan tourism took a great part in this growth by a significant increase from 1.5 Million visitors in a decade 80’s to 90’s to 13 million in the single year 2019 and managed to get the top destination in Africa in 2014.

For Morocco, tourism is the second largest foreign exchange earner after the phosphate industry. The government implemented and invested heavily in strategies to attract more visitors, by upgrading regional airports, campaigns, upgrading the infrastructure national wide and training the human resources to respond to the growing demand.

The diversity of Moroccan landscapes; sandy dunes, mountains and rolling green hills, 3000 km of coastline, and its moderate and subtropical climate (average mini 7C – max: 37C) made from Morocco one of the most suitable tourist destination all year long.

Moreover, Morocco is home to nine world heritage sites ( Ait Benhaddou, Moulay Idriss Zerhoun (1995) Taza and the Big Mosque (1995), Tinmel Mosque (1995), Lixus City (1995), El Gour (1995), Taforalt Cave (1995), Talassemtane National Park (1995), Khenifiss national park (1998) and Dakhla National Park) The country's rich heritage makes tourism booming and boost the local economy.

Despite the tremendous impact on economic development and the unprecedented growth, tourism in Morocco is facing huge challenges. The growing demand made Morocco’s main cities and natural attractions overcrowded; while some destinations like Marrakech are overcrowded with tourists, other ones are almost forgotten.

Today’s tourism in Morocco often brings travellers to very limited and already crowded destinations without giving them a chance to get closer to the culture and the communities. The seasonality of tourism is often seen by low quality service providers as the only opportunity to make quick money, without the important efforts needed to properly show travellers the rich diverse beauty of Morocco.

The current efforts of small independent businesses focus on exploring diverse regions of the country and spread evenly the growing numbers of travellers.

Working with local businesses and families plays an important role in making the tourism industry grow and strive in Morocco. As a private independent company we are committed to building an alternative version of today’s tourism in Morocco.

Sustainability and cultural exchanges needed for a truly meaningful experience is our priority when taking travellers on our journeys.

Bringing travellers and local communities together positively contributes to the local economy, focuses on the environment and creates an authentic travelling experience.

Along with local organisations, charities and The Ministry Of Tourism, we will continue to deliver a different experience of tourism; more conscious and focus on important aspects, in a frame that respects the environment and its local residents.