Genuine Discoveries is the culmination of a lifelong journey and passion for sharing the soul of Morocco.
Founded by an official tour guide born and raised in the captivating High Atlas Mountains, our story is rooted in authenticity and cultural pride. Our founder, armed with a Bachelor’s degree in Business Management from Cadi Ayyad University, initially pursued a career in accounting.
However, his passion for showcasing the beauty and heritage of his homeland inspired him to return to study tourism and become a licensed tour guide. With over seven years of experience, he has dedicated himself to revealing Morocco’s history, culture, and traditions to travelers from all corners of the globe.

At Genuine Discoveries, we are passionate about showing travelers the authentic beauty of Morocco. Whether you’re exploring the bustling streets of Marrakech, journeying through the Sahara Desert, or discovering the cultural richness of the Atlas Mountains, our tours are designed to offer a deep, meaningful experience of Morocco’s most stunning destinations.

We believe in creating genuine connections with the local culture, traditions, and people of Morocco. Our dedicated team ensures each trip is not only adventurous but also rich in learning and discovery. Every journey is tailored to meet the interests and preferences of our guests, from luxurious stays in traditional riads to thrilling camel rides and beyond.

As a boutique travel company, Genuine Discoveries specializes in crafting unique and immersive experiences that celebrate Morocco's unparalleled beauty and heritage. At the heart of our mission is a commitment to responsible tourism.

We strive to empower and uplift local communities, ensuring that tourism benefits even the most impoverished regions of Morocco. Giving back to the community is more than a value—it is our priority.

Through Genuine Discoveries, you’re not just embarking on a journey; you’re becoming part of a story that honors the spirit, resilience, and authenticity of Morocco. Let us guide you in uncovering the essence of this extraordinary land, where every step is an unforgettable discovery.