Born in New York City and raised in Casablanca, I knew from the age of 12 that I would build my career in the tourism and hospitality industry. This early passion led me, at just 18, to leave Morocco and pursue my studies at one of the world’s most prestigious hospitality institutions, Glion Institute of Higher Education.

Before following the entrepreneurial path of my father, I gained international experience working at the iconic Parisian palace Shangri-La Paris, as well as with BMF, a New York–based experiential marketing agency known for its bold, creative activations.

As a second-generation tourism entrepreneur, I joined the family business in 2021 with a clear and ambitious vision: to help revolutionise tourism in Morocco by designing authentic, unique, and lasting experiences that transcend moments in time and leave a meaningful, emotional impact.

Today, I am proud to be the first Moroccan professional to ever be certified by SITE, our DMC is the first and only Moroccan DMC to ever be SITE-certified. In parallel, I am also the Managing Partner of Limo Express, our family-owned transportation company, which allows us to maintain full control over service quality, logistics, and on-the-ground execution across all our programs.

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