As-Salaam-Alaikum! 

In Moroccan Arabic, this phrase means “Peace be upon you.” In this mosaic of cultures and traditions, “As-Salaam-Alaikum” extends far beyond a mere greeting; it guides locals and visitors toward a shared path of peace, respect, and understanding.

We felt safe and welcomed in every city we visited. From the bustling markets of Marrakech to the serene rural towns, every business owner we encountered became a shining example of hospitality and entrepreneurship, creating spaces where peace thrived.

Here is my list of favorite entrepreneurial ventures from the cities we visited in Morocco. We left each business feeling blessed, cared for, and energized for more. 

Chefchaouen — Freshly Squeezed Orange Juice

As one of the most Instagram-able cities in the world, Chefchaouen is the perfect spot to take pictures! The entire city is painted bright blue, from the walls to the doors to sometimes even the ground. Many businesses in the area capitalize on tourists taking photos.

One kind Moroccan man created a beautiful orange tree backdrop in front of his home to highlight his juice business. Once tourists finish their photoshoots, they can buy a cup of freshly squeezed orange juice for 20 dirhams. His orange juice is one of the most expensive in the city, and rightfully so, as he has designed the outside of his home to be an inviting space for tourists to stop for a while and feel at peace.

The Lesson Learned: He was one of the few business owners I saw in Morocco who used the power of social media to drive more tourists to his shop. By utilizing Instagram as a marketing tool and using the resources available to him in Chefchaouen, the shop owner creates an unforgettable experience for outsiders to feel welcome. 

Moulay Idriss — The Guesthouse Experience 

One of my favorite accommodations our cohort stayed at was a guesthouse in Moulay Idriss. Imagine an Airbnb with breakfast, dinner, and a mule to carry your luggage up and down the steep steps in the holiest city in Morocco.

This guesthouse showed me a new level of hospitality that I typically do not see in the United States. Mint tea was freshly brewed and ready to sip when we arrived. The men of the household carry your luggage right to your room. They bring you to the door rather than you trying to find the room yourself. The woman of the household makes the most delicious traditional Moroccan dishes including fresh bread, vegetable couscous, meatball tagine, and cooked salad. The family views service as an act of service.

The Lesson Learned: I found this family-owned entrepreneurial venture to be an incredible example for all guesthouses, Airbnbs, Vrbos, and hotels to follow. I’ve learned that entrepreneurship and great hospitality can start from the comfort of your own home. 

Meknes — Handcrafted Silver Jewelry 

We briefly visited Meknes for lunch and a tour of the Mausoleum of Moulay Isma’il. While in the city, we found a shop that sold authentic, handmade silver jewelry. Silver is produced in local mines and has been a staple metal in Morocco for centuries. Each person in our travel group received a shop attendant to help with our purchases. They were very attentive and offered recommendations.

My attendant thought about my mother and pointed out a specific necklace that was perfect for her. I purchased a silver necklace and three pairs of silver earrings for a fair negotiated price. The shop owners gave us student discounts as well.

The Lesson Learned: By being complimentary and offering suggestions, the business makes successful final sales. I was called beautiful multiple times and the fact that they thought about my mother made me more enticed to buy her something nice. The shop created lasting memories through genuine care and attention to detail. 

Fez — Leather Tannery 

Fez is home to the largest and oldest leather tannery in the country. Within the maze-like streets of the old city, the tannery stands as a testament to Fez’s rich history. Traditional methods of leather production have been preserved for centuries.

We visited a shop owner who sells authentic leather products sourced from this tannery. Tourists flock to his shop to purchase high-quality leather goods including jackets, vests, purses, wallets, belts, and more. The rooftop of his shop has an incredible view of the tannery. He gave each of us a mint sprig to sniff as the tannery smell was definitely not appealing. Tourists are attracted to the craftsmanship behind each piece.

The shop owner and his workers have keen eyes. They have the ability to showcase the unique textures and colors of Fez’s tannery products. Through a commitment to quality, the shop owner can command premium prices for his goods. It’s important to haggle, but at the end of the day, the leather pieces are just divine and are worth the expensive price! I purchased a leather belt and a purse from the store.

The Lesson Learned: Entrepreneurship involves finding a lucrative niche in the market and the shop owner has done just that.

Merzouga — Camp & Camel Rides 

One of the coolest parts of the trip and one of the most amazing moments of my entire life was riding a camel in the Merzouga Sahara. We dropped our bags at the overnight camp and immediately hopped aboard our desert-ready transportation. We went on a one-hour camel ride across the sand dunes as the sun set around us. The camp hosts acted as our very own photographers during the ride. We all felt like kings and queens! We danced to traditional Moroccan music under the stars with the hosts.

The camp offers a rare opportunity and an experience of a lifetime. I truly cherish this part of our journey with all of my heart and will never forget the feeling of seeing the beautiful Sahara Desert. 

The Lesson Learned: The camp in Merzouga has found a bucket list experience that people are willing to visit and pay for. Entrepreneurship can be about eliciting positive emotions in customers and creating happy memories that will last forever. 

Ait Benhaddou — Tea at Tawesna Association 

Before hiking to the kasbah in Ait Benhaddou, we drank delicious mint tea and ate tasty Moroccan sweets at Tawesna, a local teahouse on the river. Women manage this community-run establishment and over 40 women work here. The business provides women with a small income to support themselves and their children. The women use natural ingredients sourced from local cooperatives to prepare tea and pastries, taking great pride in sharing their stories and giving visitors an authentic experience. I enjoyed seeing women running the show and providing excellent customer service. The tea at Tawesna was the best I tasted in Morocco hands down.

The Lesson Learned: How women can bring a different perspective as business managers, owners, and entrepreneurs. 

Marrakech — Spiced Sand Coffee 

During the last few days of our trip, we visited the Marrakech medina. Our knowledgeable tour guide took us on a walking tour and we met a local character on the way who was passionate about coffee and devised a special way of brewing in the hot sand. He said that his product is 20% made with coffee and 80% made with love. You could see the excitement across his face as he talked about his product.

The Lesson Learned: Successful entrepreneurs enjoy what they do and spread their joy to others.

Applying the Lessons Learned

We saw many other businesses while on our trek. The best part of our journey was meeting the people who started these entrepreneurial ventures. From interacting so closely with the local population, we immersed ourselves in Moroccan culture. As a Hospitality Management major, I am taking away large lessons in quality service. As a Global Entrepreneurship minor, I have learned that any business can be in the hospitality business, creating an inviting, joyful, and peaceful space for all.

About the Global Entrepreneurship Experience

The Lee Business School’s Global Entrepreneurship Experience (GEE) program is a four-year curriculum that teaches students of any discipline the necessary skills in creating and scaling a business.