Getting started:
Morocco in a nutshell
Morocco blends centuries-old traditions with contemporary flair, standing at the crossroads of Africa, Europe and the Middle East. From the winding alleys of ancient medinas and the dunes of the Sahara to mountain retreats and Atlantic beaches, the country’s diversity is unmatched. Roman ruins, Moorish palaces, Berber villages and French-inspired boulevards all reveal layers of Morocco’s fascinating history and culture.
This variety means Morocco appeals to a wide spectrum of travellers, giving you endless ways to create meaningful, high-impact journeys. Use this guide as your starting point to confidently introduce Morocco to your clients and, as always, if you have any questions or would like to make a booking, reach out to us!
Why Morocco’s on the rise
Morocco is enjoying a surge in popularity, driven by post-pandemic demand for culturally rich, experience-driven and easily accessible destinations. Its excellent flight connectivity (especially from Western Europe, the UK and North America), robust tourism infrastructure, political stability and expanding luxury hotel portfolio make it a stand-out choice for discerning travellers. Demand for wellness, culinary and immersive local experiences is booming, and Morocco delivers on all fronts—without the long-haul time zone shift or logistical hurdles found in more remote destinations.
Best times to visit Morocco
Spring (March–May):
Arguably the best time—mild, sunny, lush landscapes, ideal for cities, mountains and desert.
Autumn (September–November):
Similar to spring, with warm days and cool nights. Excellent for all regions, including Sahara.
Summer (June–August):
Hot inland, but perfect for the coast and cooler Atlas mountain escapes. Desert and southern areas can be extreme—plan accordingly.
Winter (December–February):
Cooler with some rain in the north; sunny in Marrakech, Fes and desert regions. Good for cultural trips and Sahara without the heat.
Insider tip:
Ramadan shifts each year—check dates, as it impacts opening hours but also offers unique experiences.
Moroccan Culture & Etiquette
Dress: Modest attire is best, especially for women outside resorts. In cities, lightweight layers suffice; rural areas are more conservative.
Mosques: Most are closed to non-Muslims (except Hassan II in Casablanca). Guests should respect signs and local customs.
Photography: Always ask before photographing people; some sites restrict cameras.
Bargaining: Expected in souks—polite, friendly negotiation.
Tipping: Appreciated for guides, drivers, porters and in restaurants (5–10% is typical).
Ramadan: Some restaurants and shops close during the day; evenings come alive with iftar celebrations.
Accommodation Insights
Moroccan accommodation stands out for its distinctive architecture and artistry—think intricately tiled riads, fortress-like kasbahs and opulent desert camps. Each stay blends local design with warm hospitality. Here are some details and tips to help you match clients with their perfect Moroccan retreat.
Riads: Atmospheric, often historic homes turned boutique hotels—charm varies; not all are ‘luxury’.
Hotels/Resorts: International chains in Marrakech, Agadir, Casablanca; unique, design-driven options elsewhere.
Luxury desert camps: The best offer en-suite bathrooms, private dining, sustainable practices and authentic experiences.
Kasbahs & lodges: Small-scale, high character; book well in advance for high season.
Family stays: Private riad rentals, family suites, adjoining rooms, and amenities tailored for children.
How EXO adds value: Rigorous, ongoing inspection and vetting to ensure quality and authenticity.
Dining & Cuisine
Tagines & Couscous: Slow-cooked stews and classic semolina dishes are staples, best enjoyed in traditional restaurants or home kitchens.
Street Food Adventures: Encourage clients to sample grilled meats, pastries and fresh juices in bustling souks and market squares.
Rooftop & Riad Dining: Recommend rooftop dinners or courtyard meals for an atmospheric, authentic experience in cities like Marrakech or Fes.
Coastal Specialties: Fresh seafood is a must in Essaouira, Oualidia and Agadir.
Mint Tea Ritual: Sharing sweet mint tea is a symbol of hospitality—invite clients to take part wherever they go.
Dietary Requests: Vegetarian, vegan and gluten-free meals can be arranged with advance notice, especially at higher-end properties.
Getting in and out of Morocco
Airports: Major international hubs are Casablanca (CMN), Marrakech (RAK), Agadir (AGA), Secondary airports commonly used are Rabat (RBA), Fes (FEZ), Tangier (TNG).
Flight Connectivity: Excellent direct links to Paris, London, Madrid, Lisbon, Frankfurt, New York, Montreal and more.
Visas: Visa-free for most Western nationalities (EU, UK, US, Australia, Canada) for stays up to 90 days.
- Ferries: Regular crossings from Spain (Algeciras–Tangier, Tarifa–Tangier, Malaga–Tangier) and from Italy (Genoa–Tangier).
Domestic Transport: Fast trains (Tangier–Casablanca–Rabat); good roads and private transfers.
Arrival Tips: Allow extra time for airport formalities in high season. Pre-arranged transfers smooth the process.
Selling Morocco
This section equips you with the practical knowledge and on-the-ground insights needed to confidently sell Morocco—matching the right experiences to the right clients and anticipating questions before they’re asked.
Matching Morocco with your clients
Luxury travellers: Morocco’s luxury scene is world-class and layered. Offer clients the choice of intimate riads with courtyard pools in Marrakech, private kasbah suites in the Atlas Mountains, or exclusive tented camps with en-suite bathrooms and gourmet dining in the Sahara. Many properties offer private butler service and direct access to curated, insider experiences—from after-hours medina tours to Berber feasts under the stars.
Adventurers & active travellers: Although classic camel treks are certainly an option, Morocco has far more to offer than just that! Suggest multi-day treks in the High Atlas, surfing retreats in Taghazout, or private hot-air ballooning near Marrakech. Cycling, horse riding, quad biking, and kitesurfing are all possible—EXO can help ensure that thrill seekers have the time of their lives in Morocco.
Romantic couples: Morocco’s atmosphere is made for romance—think candlelit courtyard dinners, stargazing from a private desert camp, rooftop sunset cocktails or serene riad suites tucked behind ancient medina walls. Add exclusive spa rituals, private guides and memorable moments in some of North Africa’s most evocative settings.
Families & Multigenerational groups: Morocco is safe, with a culture that values children. There are family-friendly riads and resorts, cooking classes, sandboarding in the desert, wildlife spotting in national parks, and easy add-ons like donkey rides or visits to argan oil cooperatives. EXO can arrange tailored guides who know how to keep kids engaged.
Foodies: For those who love to explore a destination through its cuisine, Morocco is a treasure. Recommend food-focused city tours, tagine cooking classes, bustling spice markets, rooftop dining, modern Moroccan restaurants and farm-to-table experiences. The culinary journey here is as rich and varied as the landscapes.
Cultural travellers: Highlight UNESCO medinas in Fes and Marrakech, but also the lesser-known Jewish quarters, music festivals, Sufi heritage, Andalusian gardens, and artisan workshops. Emphasise hands-on experiences: traditional pottery, tadelakt plastering, calligraphy or home-cooked meals in family homes.
Wellness seekers: Morocco’s hammam tradition is evolving—advise on everything from the authentic (shared local hammams) to luxury spa experiences with signature argan oil treatments, yoga in riad courtyards, and retreats in Essaouira or the Atlas
Repeat or slow travellers: Sell Morocco as a repeat destination: there’s always a new region to explore, from the Anti-Atlas to the wild beaches of the south. For the seasoned, recommend slow travel—multi-night stays in a mountain kasbah, in-depth regional cooking courses, or cultural immersion with local guides.
Responsible travel & local impact
In Morocco, like all destinations we operate in, we’re passionate about crafting trips of a lifetime that are responsible too. Here are a few things to keep in mind when booking trips in Morocco:
Supporting artisans: Recommend clients buy from cooperatives and workshops, not middlemen.
Community-based tourism: Recommend visits to offbeat areas, dining with locals and other activities that support local communities.
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Ethical animal experiences: Only responsible providers for camels, mules, and horses—no carriage rides in Marrakech.
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Green travel: Promote eco-certified properties, desert camps with low-impact practices, and local food.
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Sustainable tips: Avoid plastic waste, be mindful of water usage, and support local over imported products.
Logistics & ground realities
Transport: Private drivers are the standard for FIT; train travel is efficient on main routes; domestic flights available but may not run daily.
Distances: Road trips between regions can be long—plan for breaks and overnight stops.
Guides: Official, licensed guides required in many historical sites; EXO can match guides with multiple languages including English, French, Spanish and German.
Cash, cards and currency: Moroccan dirham (MAD); ATMs widely available; cards accepted in hotels/restaurants, less so in souks.
Tipping culture: Always carry small notes/coins for tips.
Connectivity: Most hotels/riads have reliable WiFi; rural areas less so. We do offer WiFi in most transfers, however!
Healthcare and safety: Private clinics available in major cities; bottled water is recommended; Morocco is generally safe, but standard precautions apply.
Accessibility: Some medinas can be difficult for those with limited mobility; advance notice helps arrange accessible options.
Morocco FAQs
Final tips for travel designers looking to sell Morocco:
Can Morocco be combined with Spain or Portugal?
Yes—direct flights and ferries to Spain, plus good rail connections in-country make it easy to build multi-country itineraries.
Are private drivers/guides necessary?
Highly recommended for flexibility, efficiency and safety, especially outside the main cities.
What are the visa requirements?
Visa-free for EU, UK, US, Australia, Canada and many others (up to 90 days); always check for updates.
How safe is Morocco?
Generally safe for tourists; petty theft can occur, as in any destination—advise standard precautions.
How easy is it to accommodate special diets?
Vegetarian, gluten-free and other requests are possible—always confirm with suppliers in advance.
What about LGBT travellers?
Morocco is conservative; discretion is advised in public, though most international hotels are welcoming.
Are there child-friendly options?
Yes—family rooms, engaging guides, hands-on activities and flexible itineraries are available.
What are the main entry points and best routes?
Casablanca, Marrakech, Tangier and Agadir are the most common. Open-jaw trips allow for varied routes.
How is internet/mobile connectivity?
Reliable in cities and hotels; less so in remote regions. Local SIM cards are affordable and widely available.
How do you ensure authentic, non-touristy experiences?
Partner with DMCs who regularly inspect suppliers, offer local guides and access to less-visited areas.
Is English widely spoken?
French and Arabic are the main languages; English is commonly spoken in hotels and tourism, less so in rural areas.
Are there seasonal festivals or holidays to consider?
Yes—Ramadan, Eid, and a range of music and cultural festivals throughout the year. Check the calendar for annual dates.
What about alcohol consumption?
Alcohol is available in most international hotels, riads, high-end restaurants and some licensed bars. It’s not served everywhere—always check in advance, and be aware that public consumption is discouraged.
What should clients pack? Any essentials?
Lightweight, breathable layers for day and a warmer jacket for cool evenings (especially in the desert or mountains). A scarf or shawl is useful for sun protection, entering religious sites or covering up in conservative areas. Comfortable walking shoes, sunscreen, and a reusable water bottle are also recommended.
- Start with purpose: Is the client interested in culture, luxury, landscapes or all three?
- Advise slow travel: Morocco is best appreciated at a relaxed pace.
- Prepare clients for cultural contrasts and encourage openness to unfamiliar experiences, these often become the most memorable moments of the trip!
- Use EXO as your partner for seamless logistics and standout experiences.
What sets EXO Morocco apart
With our expansion into Morocco, EXO applies the same ethos that built our reputation across Asia: thoughtful curation, expert partnerships and a focus on responsible travel.
- Local expertise with international standards.
- Tailored FIT and small-group experiences.
- Unique insider access to craftspeople, artists and communities.
- Sustainable travel focus, from eco-properties to community based tourism.
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