Hot picks from Ruben Derksen:
From high-end coastal properties to desert camps and mountain retreats, this process was about far more than inspections. It was a collaborative effort to define the future of travel in Morocco through an EXO lens.
- Favourite City - Rabat
- Favourite EXO Experience - HD Artisans of the Medina
- Favourite Day Trip - Day in the High Atlas Mountains
- Favourite Moroccan Food - Prune & Beef Tajine
- Favourite Winery - Volubilia
- Favourite Beach Town - Taghazout
- Favourite Market - Souk El Attarine at the Medina in Marrakech
- Favourite Boutique Hotel - Amanjena or La Sultana Oualidia
- Favourite Hidden Gem - Taroudant
- Favourite Unexpected Find - Akchour Waterfall
- Favourite Place to Wake Up - Chefchaouen
Behind the scenes: building EXO Morocco from the ground up:
While Ruben’s time on the ground was filled with inspections and exploration, the real momentum came from the extensive behind-the-scenes preparation that made this launch possible. Before any itinerary could be finalised or trip confirmed, months of foundational work went into getting EXO Morocco ready for bookings.
- Developed and tested multi-day tours across Morocco.
- Wrote and refined experience content for use in itineraries.
- Mapped out 500+ transfer routes across the country.
- Inspected and contracted over 100 hotels, ranging from 3-star gems to 5-star flagships.
- Cross-checked all properties with EXO’s health & safety standards.
- Curated and corrected hotel imagery for use by advisors.
- Set up travel insurance options.
- Built a skilled local team, now including operations managers and travel consultants with expertise across:
- Groups
- Luxury
- Spanish-speaking travellers
- FITs from core markets
- MICE
EXO Morocco is fully operational, supported by a robust product range, logistical infrastructure and a skilled on-the-ground team ready to deliver tailored journeys across the country.
Following this foundation, Ruben and the team set off to explore the regions and experiences that will define how we introduce travellers to Morocco.
“What surprised me most was how incredibly varied Morocco is —from blue cities to surf towns, from ancient granaries to modern design hotels,. It feels like several countries in one.”
Desert highlights: easy access, high impact
Just 45 minutes from Marrakech, the Agafay Desert offers a compelling alternative to the distant Sahara. Though its terrain is rocky rather than sandy, the scenery is no less cinematic—complete with mountain silhouettes and Martian-like landscapes.
The team inspected several standout camps, including Caravan by Habitas, Scarabeo, White Camel and Inara, all offering camel rides, quad biking, sunset dinners and even stylish swimming pools.
**Pro Tip: This is an ideal overnight or day-trip addition for guests with limited time in Morocco.
“There’s a strong sense of pride in the local communities. When you meet the salt farmers, the potters, the weavers—you’re seeing heritage that’s still alive and shared with real warmth.”
Ourika Valley: culture and craft close to the city
Just an hour from Marrakech, the Ourika Valley blends lush landscapes with genuine cultural engagement. Here, Ruben and the team visited weaving cooperatives, salt producers, pottery workshops and shared a traditional lunch in a Berber home.
A visit to Kasbah Bab Ourika offered views over the valley and access to a range of hikes for all levels.
**Pro tip: Great for guests seeking light adventure and meaningful encounters without long travel days.
“If I had one weekend in Morocco? I’d go back to Taroudant. It’s quiet, historic and full of unexpected charm.”
Across the Atlas: from peaks to preserved traditions:
The team’s route through the High Atlas and Anti-Atlas Mountains brought remote experiences and striking terrain. A highlight was visiting Olinto, an Italian-owned boutique retreat tucked into the Ouirgane Valley—ideal for guests seeking tranquillity and refinement.
In Taroudant, often referred to as a quieter cousin of Marrakech, they discovered Dar Al Hossoun, a beautifully designed estate surrounded by botanical gardens and the occasional peacock. Ancient Berber granaries, still used as communal “banks,” and quiet souks offered authentic connections to local heritage.
**Pro Tip: For guests who have ‘done’ the usual Morocco circuit, this region offers space, authenticity and deeper cultural immersion.
“This trip reminded me why I love building destination. You get to listen, learn and imagine what kind of experiences travellers will connect with most.”
Coastlines for every traveller:
From surf retreats to elegant seaside riads, Morocco’s Atlantic coast revealed a mix of experiences for different traveller types.
In Agadir and Taghazout, the team inspected resorts like Fairmont Taghazout Bay, Paradise Plage and Riad Villa Blanche—well suited to families, wellness travellers and surf-curious clients.
Essaouira impressed with its cultural richness: Jewish heritage, art studios, music festivals and sea-facing cafés. Nearby Safi delivered a peek into pottery traditions, while Oualidia provided calm lagoon views, oyster farms and standout properties like La Sultana.
**Pro tip: Combine multiple coastal stops to balance culture, relaxation and soft adventure.
“Our products stand out because we’re not just packaging Morocco—we’re designing it from the ground up with the same curation and care we’ve brought to Asia for years.”
Off the beaten path: Marrakech to Fes via the mountains:
One of the most rewarding discoveries was a less-travelled route between Marrakech and Fes, crossing through both the High Atlas and Middle Atlas mountains. The landscapes changed dramatically, from rugged peaks to pine forests and wide valleys.
A key highlight was Hotel Widiane, located in Bin el Ouidane beside a shimmering lake. Ideal for kayaking, relaxing or just enjoying the view.
**Pro tip: Most travellers take the main highway route via Casablanca and Rabat to reach Fes, but this scenic inland journey offers a slower, more rewarding alternative. Ideal for guests seeking landscape, authenticity and lesser-known regions without relying on domestic flights.
Northern Morocco: colour, culture & : continental views
The final stretch of the recce brought the team north to Chefchaouen, with its iconic blue-washed medina, and Tangier, perched just 14km from Spain across the Strait of Gibraltar.
Each offered a distinct tone: Chefchaouen was peaceful, artistic and atmospheric, while Tangier delivered a cosmopolitan contrast—one that blends North Africa and Europe in equal measure.
**Pro tip: Works well for guests extending into Spain or those seeking a completely different rhythm from the south.
Looking ahead:
With EXO Morocco now operational, Ruben and the team’s groundwork has transformed a blank canvas into a dynamic, flexible destination offering. From luxury FITs to cultural group programs, the infrastructure, insight and people are in place to deliver the kinds of experiences EXO is known for—immersive, original and deeply grounded in place.
For travel designers, this means a new destination to sell with confidence, backed by a team who’s done the legwork, found the details that matter and built Morocco the EXO way.
About EXO Travel:
EXO Travel is a premium Destination Management Company (DMC) providing bespoke travel solutions across a growing portfolio of global destinations. Our services range from one-off tours for individual travellers to memorable incentive trips for groups of hundreds or thousands.
Established in 1993, we’ve harnessed in-depth local knowledge and a widely-recognised penchant for authentic, groundbreaking touring to become a leading DMC for the premium travel market. As a Certified B Corporation, EXO is also demonstrably committed to sustainability and using travel as a force for good.
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