Ep 76. Siham Lahmine - Morocco by Hand and Heart

Taste of Place

1. Local Connection is Key: Siham emphasizes the importance of involving local people and communities in creating authentic travel experiences that reflect Morocco’s true culture.
2. More than Sightseeing: Her tours focus on immersive, hands-on experiences—such as cooking classes, tea ceremonies, and visits with local producers—that tell the story of Morocco through food.
3. Personal Passion: Siham’s love for storytelling, food, and people led her to leave a more traditional career path and start her own business centered around meaningful travel.
4. Culinary as a Cultural Gateway: She believes Moroccan food is not just about flavors, but a lens into heritage, history, and identity.
5. Supporting Local Artisans: Siham prioritizes working with small producers and artisans, ensuring her tours directly benefit the communities visited.
6. Women in Tourism: As a female entrepreneur in Morocco’s tourism industry, Siham has faced and overcome challenges, and she actively supports empowering women through her work.
7. Beyond Marrakech: While many tourists flock to Marrakech, Siham encourages exploration of lesser-known places like the Rif mountains, the Sahara, and Berber villages.
8. Farm-to-Table Focus: Tours are intentionally curated to include farm visits, showcasing local ingredients and traditional preparation methods.
9. Sustainable Storytelling: She believes that telling the stories of people, places, and products is crucial for preserving culinary heritage in the face of globalization.
10. Experiences with Heart: What sets her company apart is the emotional connection travelers feel—they don’t just visit Morocco, they connect with it.

You can learn more about Siham and her company here:

Morocco Travel Organizer website

Instagram

LinkedIn