It’s 2024 and everyone is going to Morocco.

I remember when I used to shy off from sharing my true family origins in school.

Morocco was perceived as a dangerous, desolate Arab country, during a time when openly mentioning that you were Muslim was difficult.

Everything about it was taboo.

Only a few brave hippies ventured to Marrakech, and mainly reported on the donkeys alongside cars and scooters on the streets, the noisy markets filled with all sort of spices, and, if they were the artsy type, the beautiful and mysterious Riads in the Medina.

Movies portrayed the same vibe. Remember that scene from Charlie and the Chocolate Factory with Johnny Depp, where they showed how people were running after the golden ticket in different parts of the world? While Japan was depicted as super modern and manga-inspired, Marrakech was shown as a chaotic market with people holding sheep and chickens, dressing in robes from the 18th century, and shouting over a piece of paper.

Now, imagine being the only Moroccan in a class full of Europeans, watching that movie, and feeling every head turn towards you during that scene, as if to confirm whether that was indeed the reality of Morocco in the early 2000s.

Cringe-worthy, right?

Of course, it wasn’t their fault they didn’t know anything about Morocco, nor their parents.

The media back then had a field day hiding anything positive about Africa in general, leaving the Western world with only images of poverty and illness from these regions.

And yet, it’s the media again – this time, the new media, like YouTube, social media, and travel blogs – that’s changing the narrative around Morocco and other parts of the world.

It’s widely recognized that the fame Morocco gained during the 2022 World Cup, along with celebrities visiting the country, and the many travel blogs and vlogs, have brought a surge of attention to Morocco. A global audience is now eager to consume content about it and to take the leap to visit it from any corner of the world.

But is it really worth the hype, or is it just a passing trend making a lot of fuss over nothing?

Of course, Morocco is absolutely worth visiting!

In the same country, you can experience historical cities, modern cities, the ocean, the desert, the mountains, and one of the most ancient and rich cultures in North Africa. This is without even mentioning the diverse and colorful cuisine, which, on your first visit, will be unlike anything you've tried before. All of this is complemented by a moderate climate that embraces you with a warm hug during the day and a fresh breeze at night.

Experiencing it since early childhood, visiting different cities, alone or with friends and family, I’ve gained a deep understanding of the country and its culture—a blend of perspectives from both a Moroccan and someone raised in Europe.

If you are visiting for the first time, here are few recommendations on your stay and what to expect culturally and socially.

1. Deciding which cities to visit.

*Popular book shop in the old Medina and its owner*

As an introduction to Morocco, Rabat is an excellent choice.

It’s lightweight, easy to navigate, less crowded, less touristy, offers amazing food, and has a rich, authentic culture alongside modern infrastructure.

This city is so underrated.

Among Moroccans, it’s often labeled as boring, with fewer activities and sights to see—but boring can also mean peaceful.

The best way to experience it is by spending the night in a Riad in the old Medina.

The old Medina is simply the oldest part of the city, located just few meters from the coast and the main beach of Rabat.

The old Medina offers a unique perspective on life in Morocco, with its buzzing atmosphere characterized by narrow alleys, street food carts in every corner, hidden small shops, big local food markets, and a familiar ambience overall.

You can find people engaging in all sorts of trades in the Medina.

There’s the local golden jewelry shop owner, the barber, market sellers, fisherman, the lady that is making and selling pastries and pancakes down the road, kids playing football and ignoring the crowds, cats of all sorts, colors and size, surfers running to hit the beach, the French old lady doing groceries before going back to her Riad, and many more unique characters.

The local markets might seem similar to those in the rest of Morocco, but there are some differences.

*Sweets shop SBAAÏ - traditional oven since 1928*

The quality of the products is consistently high and presented in the best light. Traditional sweets emanate honey, rosewater and sesame seeds fragrances; minty and lemony scents waft from Moroccan mint and tea herb carts; the smell of couscous fills the alleys on Friday mornings, and the mouthwatering aroma of grilled meat greets you at the doors of the Medina Walls, which separates old and new city.

Staying at a Riad gives you the advantage of being within walking distance of most interesting spots.

One of the first attractions to visit is the Kasbah des Oudayas, an ancient fortress facing the Atlantic Ocean and listed as a UNESCO World Heritage Site. You can stroll through the blue and white painted fisher houses, admire the ocean from the terrace, access the beach, and enjoy Moroccan tea with sweets at the Oudayas Café near the botanical garden.

Another historical site worth a visit is Chellah, the Roman necropolis situated on one of the highest points of the city.

Here, you’ll find Roman statue remains, history guided tours, a newly opened inside restaurant and a stunning view of the Bouregrag, the river separating Rabat and its sister city, Salè.

Finally, don’t miss the Hassan Tower and the King’s Mausoleum. These buildings are strictly connected to the crown and hold historical importance, while also serving as symbols of the city.

All of these sites can be reached by foot, but if you want to speed up your visit, you can always take a blue taxi (which can take up to the three people and should switch on the taximeter when you hop on or else he might be trying to overcharge you!).

While visiting the old city, historical sites, and experiencing food and culture, is the most rational thing to do, another unique way to enjoy this city is simply by walking.

Start your walk at the Mohamed VI Museum of Modern and Contemporary Art, near the main train station of Rabat. You can also visit the museum, which usually hosts inspiring artwork and exhibitions, and it’s free to enter every Friday.

From the museum, you proceed down Mohamed V Avenue, browsing cute boutiques and chic patisserie shops, where you can taste some of the best pastries of your life. Pass by the famous Hotel Balima, the Parliament, and eventually reach the old Medina and the beach.

For someone who enjoys a good company and is wishing to dive into the culture by meeting locals while sharing a good meal, we can highly recommend a guided tour of all the main historical spots of city, including a sunset boat ride of the Bouregrag river and a traditional Moroccan dinner. You can check availability and book here.

*View from Kasbah de Oudayas on the Atlantic Ocean*

If you are looking for a more modern landscape, I recommend walking through the upscale Agdal neighborhood, where you’ll find a shopping mall, an extended green area, ideal for jogging, easy transport by tram and more food options. You can easily reach it by tram from Place du Golan, situated near the central Cathedral in downtown Rabat (one ticket is 6 Dh, remember to stamp on the machine inside the tram).

Rabat is a great mix of old and new, organized in terms of transportation and infrastructures, rich in culture and history, with stunning views, pleasant weather year-round and easy access to the ocean.

Overall, you’ll avoid the crowds, experience authentic culture, reach your daily 10k steps or more, all while spending less!

Regarding other cities in Morocco, I’ll go into more detail about the gem of the South and the new hotspot for sustainable travelers and adventure seekers in a different article.

2. What to expect culturally.

Generally, Morocco is a safe country for solo travel, whether you’re male or female.

This is true if you follow general safety rules and use common sense, such as paying attention to your belongings in crowded places, avoiding sketchy areas alone at night, and not follow random ‘guides’ to their homes far from the crowds for no apparent reason.

It’s also essential to develop a sixth sense and avoid staying in situations where you feel uncomfortable or at risk for too long. Being able to react in such situations can save you a lot of trouble.

In big, touristy cities such as Marrakech, the locals are more accustomed to tourists. While there is a common respect for visitors who are being left in peace and protected by the authorities, there’s always someone who thinks they can ‘outsmart’ tourists and gain something from them.

So, be cautious of thieves, especially in crowded areas.

I don’t have personal experience hitchhiking, however I’ve heard plural positive reviews about it from foreigners. I would just be careful in the choice of vehicle and avoid big trucks or anyone trying to take you to a specific spot without considering your wishes.

In terms of dress code, it depends on the area. Generally, you can adjust based on what people are wearing around you. Try to observe the younger generations and their looks in that city or area. That’s a great way to tell what’s accepted.

Once again, tourists are usually left in peace and have freedom, but out of respect it’s nice to avoid extremely revealing clothes.

Moroccan people are very open and used to foreigners and themselves travel the world and most have some cousin or uncle spread across the globe. Cultural exchange is welcomed and even older generations show interest in learning about others and interacting even when language skills are limited.

3. Final tips and tricks.

Taxis. The big taxis fill up to six people while the smaller colored ones fill up to three in all Moroccan cities. Their main goal is to fill up the taxi and so the price depends on the number of people on the ride. The more you are the more you can split it between you. The big taxis have fixed rates (per six people) between common stop points and so try to not be overcharged by asking some locals about the fares. Small taxis always need the taximeter switched on and it usually starts at 2 Dh. The taxis from the main airports tend to have a fixed rate regardless of the number of passengers.

Trains/Buses. You can catch the fastest train in Africa from Tangier to Casa for 22 Euros, Al Boraq, and reach your destination in less than three hours. Tickets are available online. The train network in Morocco reaches as far south as Marrakech, but to get to more southern cities, you’ll need to take a bus. Buses in Morocco offer a premium experience, with AC, sometimes Wi-Fi, stops at fancy gas stations/restaurants, comfortable seats, fast trips, and cheap tickets.

Data. SIM cards should be either free or no more than 10Dh (1 Euro). To top it you can choose to top with 1,5, 10 or 20 Euros or get a ‘’social media recharge’’ for 3 Euros which lasts 30 days and works only for the main social media apps.

Activities and events. Always check if an event requires a ticket—most information is available online. It’s 2024, and every event in Morocco has a website; if not, it’s probably a scam.

The best websites to check out activities in the area are AirBnb Experiences and TripAdvisor. For food spots, Google Maps reviews are your most reliable source.

Hot events to look out for during the year include Mawazine Festival of Music (Rabat – with some free access and big artists are invited like Chris Brown, Rihanna, Travis Scott, Burna Boy and more), and the Gnaoua World Music Festival (Essaouira - moroccan Gnaoua music is unique).

*Cat resting inside a concept store in the old Medina*

Curated by CURAMI.

The Moroccan travel experience: a beginner’s guide to must-see spots and cultural discoveries.

CURAMI