An enchanting valley, rich in beauty and fragrance yet often overlooked, has captured the admiration of an expert in adventure travel.
Zina Bencheikh, who has ascended the ranks at Intrepid to become EMEA Managing Director, is well-versed in undiscovered travel destinations. Intrepid Travel specializes in guiding small groups of adventurous travelers to off-the-beaten-path locations around the globe. During the World Travel and Tourism Council summit in Rome, Zina highlighted the Rose Valley in the Atlas Mountains as a hidden gem she holds dear.
The Rose Valley, also known as M’Gouna, lies in the southeastern part of Morocco, nestled amidst the High Atlas Mountains and the M’Goun River. Renowned for its vast Damask rose cultivation and the annual Rose Festival in Kelaat M’Gouna, the region offers a striking contrast between verdant greenery and arid mountains.
Visitors to the valley witness the vibrant roses against the backdrop of the arid landscape, supporting local industries that produce cosmetics and perfumes. Zina emphasized the unique experiences offered, such as staying in local women’s houses and meeting nomadic families with centuries-old traditions.
Intrepid Travel provides a 13-day trip to the region starting from £1,244, featuring camel rides in the Sahara Desert, visits to picturesque Moroccan towns, guided tours of historical sites, and activities like henna tattooing. For independent travelers, reaching M’Gouna involves a flight to Marrakech followed by a 200-mile drive eastward.
Although Morocco is a well-known tourist destination, recent reports indicate a surge in visitor numbers, with 5.7 million tourists welcomed in the country during the first four months of 2025. The country’s Tourism Minister attributes this growth to the strategic promotion of Morocco as a sustainable and appealing tourist spot.
While Marrakesh remains a popular destination for its bustling markets and architectural marvels, the rising interest in lesser-known regions like the Rose Valley signals a shifting trend in Moroccan tourism.
In conclusion, Morocco’s tourism sector is experiencing a revitalization, drawing in more visitors and showcasing its diverse cultural and natural attractions to a global audience.
