The Alternative Morocco: Ethical, Culturally Immersive Travel
The Alternative Morocco is an independent travel design company based in Marrakech, Morocco, and London, UK.
We believe in authentic cross-cultural experiences. Our mission is to create inspiring journeys that focus on the culture, heritage, and diverse landscape of Morocco. Our ethical tours bring travellers closer to local communities and their unique traditions. We are committed to delivering authentic, memorable experiences that inspire you and stay with you for life, and we make sure these experiences contribute positively to the local people and environment of the places you visit in Morocco.
Being travellers ourselves, we know what is essential to create a perfect trip and each journey is designed to get to the beating heart of a destination, as well as to understand, support, and respect the local way of life.
Our journeys focus on ethical exploring and responsible travel. We aim to promote unique, remote regions of Morocco, create jobs and educational opportunities. We are dedicated to preserving the rich Amazigh heritage and natural, untouched landscape of Morocco.
Our tours and activities focus on diverse destinations and bring you to the essence of every charming corner in Morocco. We specialize in creating tailor-made itineraries, private and shared tours. Whether you are a solo traveller, a couple, a family, or you’re travelling with friends, our customized services and bespoke journeys help you to explore the best and most authentic side of Moroccan landscapes and cultures.
We work with local communities and families for a unique cultural experience in Morocco. Our local travel partners are native Imazighen who are passionate about their country and provide you with the highest quality and educational tourism experience.
We also ensure that local communities benefit more directly from our tourism. By contributing 20% of our profit, we provide them with educational supplies, daily necessities, and support them in developing responsible, effective practices to protect the environment.
We also encourage travellers to actively participate in local people’s lives and environmental protection. Our cultural tourism gives you a unique opportunity to settle into local communities’ way of life and experience for yourself how your travel improves the welfare of local people.
Our solidarity & ethical tours offer endless possibilities for adventure and cultural immersion and take you through Morocco’s captivating beauty, ancient traditions, and natural wonders.
Our unique adventures lead you to discover the old and new Africa, from the indigenous Amazigh culture to Arabic, Jewish and European influences, where the past meets the modern creating a beautiful blend of unique, diverse heritage.
Journey with us!
Meet the team
Lahcen Oummad
Founder / CEO
I am a native Amazigh, I come from a recently settled nomad family, Imaziɣen from Ait Atta tribe. I was born and grew up in Imider, southeast Morocco. Imider is an indigenous region of Morocco surrounded by The High Atlas and Anti Atlas Mountains.
I’m a passionate hiker from a young age and I’ve travelled extensively through diverse landscapes of Morocco. Knowing the country like the back of my hand, I’ve decided to pursue a career in tourism and help travellers discover the authentic beauty of Morocco and connect them with its communities.
I graduated with a degree in geology and gained experience in the tourism industry as a travel agent. I have great knowledge about Morocco’s culture, heritage and natural environment. Throughout 7 years in the tourism industry, I developed the art to plan trips and help numerous travellers to build their dream holiday in Morocco.
I’m passionate about travelling and discovering remote parts of the world. As a frequent international traveller, I believe in tourism where people are able to get a once in a lifetime experience, give back to local communities as well as work together to keep our world a better place to live in.
My goal is to build a world of fair opportunities and communication between cultures. The Alternative Morocco focuses on people and the environment. Our journeys help travellers and local communities gain a better understanding of their cultural differences, lifestyle and beliefs. Through carefully designed journeys we deliver an authentic experience for travellers, connect with local communities, culture, heritage and wonders of Morocco.
At The Alternative Morocco, our mission is to create travel experiences that are not only enriching but also respectful of local cultures and environments. We believe that travel should foster understanding and appreciation of diverse ways of life, and we strive to ensure that every journey reflects this philosophy.
Our core values center around sustainability, cultural immersion, and community support. By collaborating with local artisans and guides, we ensure that our tours benefit the communities we visit. This commitment extends to our operational practices, where we prioritize eco-friendly methods and contribute to local educational initiatives.
Ethical Tourism Practices
Ethical tourism is at the heart of what we do. We are dedicated to providing travel experiences that support local economies and preserve cultural heritage. Our tours are designed to minimize environmental impact while maximizing the positive effects on the communities involved.
By donating 20% of our profits to local projects, we provide essential resources such as educational supplies and support for sustainable practices. This model not only enhances the travel experience but also ensures that our guests leave a positive legacy in the regions they explore.
Tailored Travel Experiences
We specialize in creating bespoke travel itineraries that cater to the unique interests and needs of our clients. Whether you are seeking adventure, cultural immersion, or relaxation, our team works closely with you to design a journey that aligns with your vision of the perfect trip.
From private tours to shared experiences, we offer a range of options that allow travelers to explore Morocco's hidden gems and iconic landmarks. Each itinerary is crafted with care, ensuring that you experience the authentic essence of Moroccan culture and landscapes.
Connecting with Local Communities
One of the most rewarding aspects of our tours is the opportunity to connect with local communities. We facilitate interactions that allow travelers to engage meaningfully with the people they meet, fostering a deeper understanding of Moroccan culture and traditions.
Through activities such as cooking classes, artisan workshops, and guided visits to local markets, our guests gain insights into the daily lives of Moroccans. These experiences not only enrich your journey but also contribute to the preservation of cultural heritage and support local livelihoods.
Our Mission and Values
At The Alternative Morocco, our mission is to create travel experiences that are not only enriching but also respectful of local cultures and environments. We believe that travel should foster understanding and appreciation of diverse ways of life, and we strive to ensure that every journey reflects this philosophy.
Our core values center around sustainability, cultural immersion, and community support. By collaborating with local artisans and guides, we ensure that our tours benefit the communities we visit. This commitment extends to our operational practices, where we prioritize eco-friendly methods and contribute to local educational initiatives.
Ethical Tourism Practices
Ethical tourism is at the heart of what we do. We are dedicated to providing travel experiences that support local economies and preserve cultural heritage. Our tours are designed to minimize environmental impact while maximizing the positive effects on the communities involved.
By donating 20% of our profits to local projects, we provide essential resources such as educational supplies and support for sustainable practices. This model not only enhances the travel experience but also ensures that our guests leave a positive legacy in the regions they explore.
Tailored Travel Experiences
We specialize in creating bespoke travel itineraries that cater to the unique interests and needs of our clients. Whether you are seeking adventure, cultural immersion, or relaxation, our team works closely with you to design a journey that aligns with your vision of the perfect trip.
From private tours to shared experiences, we offer a range of options that allow travelers to explore Morocco's hidden gems and iconic landmarks. Each itinerary is crafted with care, ensuring that you experience the authentic essence of Moroccan culture and landscapes.
Connecting with Local Communities
One of the most rewarding aspects of our tours is the opportunity to connect with local communities. We facilitate interactions that allow travelers to engage meaningfully with the people they meet, fostering a deeper understanding of Moroccan culture and traditions.
Through activities such as cooking classes, artisan workshops, and guided visits to local markets, our guests gain insights into the daily lives of Moroccans. These experiences not only enrich your journey but also contribute to the preservation of cultural heritage and support local livelihoods.
