As part of our series of blogs where we chat with the people who know our favourite places in depth, meet our main man and guide in Morocco, Mohamed Maachou, who has been our partner on the ground since 2017. Morocco is one of the few places in the world where we offer only privately-guided adventures. And when you meet Mohamed, and his team, you will know why. They are committed to and practise the same principles of responsible tourism as we do; he is very caring towards our customers; and his enthusiasm for Moroccan heritage and, in particular, the Berber culture of his homelands, is infectious. He took time out of his busy trekking day and, as a father of four, a full on family day too, to chat with us about all things Morocco.
Tell us a bit about your background, Mohamed
I was born in 1976 in Imlil in the foothills of the famous Mount Toubkal. I’m a Berber from the Ait Mizane tribe, and I’m married with four kids. I went to primary school in Imlil, and secondary school in Asni, both in the Atlas Mountains, before moving to university in Marrakech. I have been leading hiking groups in the Atlas Mountains since 2002. I am passionate about sharing the beauty and culture of Morocco with visitors and believe that tourism can be a positive force for both travellers and local communities.
What was your journey into the travel industry?
I underwent rigorous training at the Centre de Formation aux Métiers de Montagne (CFAMM), just outside Tabant in the Ait Bouguemez Valley, to become an official mountain guide. This training has equipped me with the skills and knowledge necessary to ensure the safety and enjoyment of those who trek with me in the mountains.
One of the key aspects of my role as a mountain guide is to provide supervision and security for trekkers. I make sure that people don’t get lost, help them navigate the sometimes challenging terrain, and have a keen eye for changing weather conditions. Additionally, I serve as a bridge between travellers and local communities, offering interpretation services and facilitating cultural exchanges.
What are the positive impacts of tourism in your country?
I see the positives in three ways really. On a practical level, the growth of tourism leads to improved infrastructure in remote areas like the Atlas Mountains. Investments in transportation networks, accommodation, healthcare services and sanitation systems benefit both residents and tourists alike. Secondly, tourism has of course been a significant driver of economic growth in the Atlas Mountains and Morocco as a whole. Thirdly, and one of my personal favourites, is that tourism fosters cultural exchange. Travellers have the opportunity to immerse themselves in the rich Berber heritage, learning about traditional practices, music, cuisine and craftsmanship. In return, local people benefit from sharing their customs and traditions with a global audience, preserving their cultural identity and giving them a sense of pride of place.
What are the negative impacts?
I love that tourism has been so successful in Morocco, but mass tourism does bring problems with it sadly, if not handled properly. The rapid growth of tourism in cities like Marrakech and Fes has led to gentrification, where traditional homes like riads are converted into tourist accommodations or second homes. This process has driven up property prices, making it unaffordable for local people to live in these areas. As a result, residents are often displaced from their communities due to rising costs and changing demographics.
This displacement of local people has also disrupted local cultures and ways of life. For example, the presence of tourists on rooftops, places that are traditionally conservative and female spaces, has infringed upon the privacy and norms of local residents. Which can cause tension between tourists and local people.
Of course, many people welcome the economic benefits of tourism, but not everyone gets to benefit from this and, with a growing foreign investment in tourism that primarily benefits wealthier individuals or international corporations, local communities are marginalised. Especially as they are the ones who have to deal with issues of pollution, deforestation and water scarcity. And yet, golf courses, resorts and large hotels keep getting built, putting a strain on resources.
What do our customers love most about Morocco and, in particular, the Atlas Mountains?
The Natural Adventure travellers are always struck by the stunning natural beauty and diverse landscapes within the Atlas Mountains. The juxtaposition of arid deserts, snow-capped peaks, and lush valleys here is truly mesmerising. They are always surprised that they are so close to Marrakech too. Whether they are hiking through picturesque valleys, visiting remote Berber villages or marvelling at cascading waterfalls, the Atlas Mountains offer a serene escape from the hustle and bustle of city life.Visitors also love Marrakech, of course, for its vibrant atmosphere, bustling souks and rich cultural heritage. The city’s blend of ancient traditions and modern influences creates a unique and captivating experience for visitors. Customers also love the traditional food that we offer on our adventures and, last but not least, they really value the warm hospitality of the Berber people. I am particularly proud of that too.
How is the country recovering from the devastating impacts of the 2023 earthquake?
Recovery efforts have been multifaceted and challenging due to the widespread destruction caused by the seismic event. The government has pledged to rebuild in harmony with Morocco’s cultural and architectural heritage, emphasising safety as a top priority in reconstruction efforts. Alongside international partners, the government has allocated significant funds for post-earthquake reconstruction and residents affected by the earthquake are receiving cash relief for basic necessities.
I think that the earthquake has also highlighted our overreliance on tourism, and how vulnerable we are to fluctuations in tourist demand, whether that’s caused by natural disasters or global economic downturns. I believe that relying heavily on tourism revenues may limit diversification efforts in other industries and hinder long-term sustainable development strategies for our country.
Where do you think is most underrated in Moroccan tourism?
I think that people who focus solely on our popular tourist spots are missing out on experiencing the authentic charm and cultural richness of destinations like Tétouan, Rissani, and Meknes. These underrated locations offer a more intimate look at Moroccan life, history and traditions without the overwhelming crowds and commercialisation found in larger cities.
Where do you think is most overrated?
I think I would have to say Casablanca is pretty overrated. Because there isn’t much to see in Casablanca apart from the Hassan II Mosque, as it’s mainly an industrial city. Most people want to see it just because of the movie Casablanca. The other things that are overrated in my view are golf courses and all-inclusive hotels, which don’t fit into my image of what sustainable tourism is about in Morocco.
How should travellers manage their expectations about travelling in Morocco?
People should read up on and be prepared for cultural differences, including conservative dress codes in certain areas, especially for women. While Morocco is relatively liberal compared to some other Muslim-majority countries, it is still important to be mindful of cultural norms and practices. I believe that respect for local customs and traditions, especially at times such as Ramadan, is crucial for a truly responsible form of tourism in Morocco.
What’s your favourite time of year in the Atlas Mountains?
Spring in the Atlas Mountains is a magical time when the landscape comes alive with vibrant colours and blooming wildflowers. I think it’s one of the best times to visit, although there is something for everyone throughout the year. But in spring, the weather is pleasant, not too hot or cold, making it ideal for trekking and exploring the stunning scenery.
Where is your personal favourite wake-up spot in Morocco?
I think it has to be Lake Ifni, which is located at an altitude of 2,295m in the High Atlas Mountains. It’s well known for its crystal-clear waters and stunning natural surroundings. The lake also serves as a vital water source for the surrounding valley and offers a refreshing spot for hikers and visitors to enjoy.
What are your cultural tips for travellers to Morocco?
Greetings are important to us in Morocco, and it’s good for visitors to understand that greetings may feel formal, and yet at the same time they are always warm. At the other end of the scale, public displays of affection between individuals of opposite sexes, such as kissing, are not permitted in Morocco.
With regards to dress code, Morocco is a conservative country where dressing modestly is highly valued. Men should wear t-shirts or collared shirts covering their shoulders, as well as long trousers or knee-length shorts. Women are expected to wear loose-fitting clothing that covers their upper arms, knees, chest, midriff and back. One other thing that most people don’t know is that, in Moroccan culture, using your index finger to beckon someone over is considered rude.
Can you recommend any particular cultural highlights, such as festivals?
As hikers and cyclists come to Morocco throughout the year, there are many opportunities for them to time their trip with an important cultural event. My personal favourites include the Imilchil Marriage Festival, which takes place every September in the village of Imilchil, high in Morocco’s Atlas Mountains. I also love the Essaouira Gnaoua and World Music Festival, a three day festival in June, and of course the traditional Magouna Rose Festival in May.
Five-star feedback
We know that Mohamed won’t blow his own trekking trumpet, so here is some fab five-star feedback from travellers who have been guided by him. He is thought of so fondly not only by us at The Natural Adventure but also by our customers, that we weren’t surprised to see many people donating to his fundraising efforts after the 2023 earthquake, a fund that is still open for donations.
“The Natural Adventure has a great platform of exotic destinations which has great details of each itinerary. We really enjoyed our adventure in Morocco and Mohamed was just amazing!” – Greg H on our Mount Toubkal Classic Climb with Marrakech holiday.
“Mohamed a été parfait! …chauffeur, guide, trek…magique!” – Susie, Canada on our Mount Toubkal and Sahara Desert trek.
“Everything was so well organised…Mohammad the main guide was clear about plans, the chef was great and all three lunches were cooked fresh, the guesthouse was nice and the mountain refuge is basic as expected… 10/10 would recommend it!” – Beth, Leeds, on our Mount Toubkal trek.
If Mohamed’s insights have given you the move towards Morocco that you needed, you may want to delve deeper into our holidays there. For more information, our blogs Best time to go to Morocco and Climbing Toubkal, Morocco’s highest mountain are also packed with good information. If you’ve any other questions, don’t hesitate to contact our adventure specialists.
