Assalamualaikum!
The phrase means “Peace be upon you” in Moroccan Arabic. In this mosaic of cultures and traditions, “As-salaam al-aykom” is much more than a mere greeting: it sets locals and visitors on a shared path of peace, respect and understanding.
We felt safe and welcome in every city we visited, and from the bustling markets of Marrakech to the quiet countryside, every business owner we encountered was a shining example of hospitality and entrepreneurship, creating a space where peace could flourish.
Below is a list of some of my favorite startups from the cities we visited in Morocco. We left each one feeling blessed, valued, and even more energized.
Chefchaouen — freshly squeezed orange juice
One of the most Instagrammable cities in the world, Chefchaouen is a great place to snap a photo. The entire city is painted bright blue, from the walls to the doors and sometimes even the ground. Many businesses in the area cater to photo-taking tourists.
A kind Moroccan man has created a beautiful orange tree backdrop in front of his house to promote his juice business. Once tourists have their photo taken, they can purchase a freshly squeezed orange juice for 20 dirhams. His orange juice is one of the most expensive in the city, but that’s no surprise; he has designed the outside of his house to be an inviting space for tourists to stop and take a moment to relax.
Lessons learned: He was one of the few business owners I saw in Morocco using the power of social media to bring more tourists to his shop. By utilizing Instagram as a marketing tool and taking advantage of the resources available in Chefchaouen, the shop owner is creating an unforgettable experience where outsiders feel welcome.
Moulay Idriss — guesthouse experience
One of the favorite accommodations our group stayed at was a guesthouse in Moulay Idriss – imagine an Airbnb with breakfast and dinner included, complete with mules to carry your luggage up and down the steep staircases of Morocco’s holiest city.
At this guesthouse, we experienced a new level of hospitality not typically found in the US. Upon arrival, mint tea was brewed and ready to drink. The men carried our bags to our room. No need to find our room on our own, they escorted us to the front door. The women cooked the most delicious traditional Moroccan food: fresh bread, vegetable couscous, meatball tajine, prepared salads, etc. The family sees service as an act of service.
Lessons learned: I saw this family-run business as a great example that all guesthouses, Airbnbs, Vrbos and hotels should emulate. I learned that entrepreneurship and great hospitality starts from the comfort of your own home.
Meknes — Handmade silver jewelry
We made a short stop in Meknes for lunch and a visit to the Mausoleum of Moulay Ismail. In the city, we found a store selling authentic, handmade silver jewelry. Silver comes from local mines and has been the primary metal in Morocco for centuries. Each person in our travel group was assigned a store assistant to help them shop. The store assistant was very helpful and made recommendations.
The salesperson thought of my mother and recommended the perfect necklace for her, and I purchased a silver necklace and three pairs of silver earrings at a fair price. The store owner even gave me a student discount.
Lessons learned: Through compliments and suggestions, the store successfully closed the final sale. I was told “beautiful” many times, and knowing that the salesperson thought of my mother made me even more motivated to buy her something wonderful. With their genuine care and attention to detail, the store created a lasting memory.
Fez — tanneries
Fez is home to the country’s largest and oldest tanneries, and among the maze of streets in the old town are tanneries that tell the story of Fez’s rich history, with traditional leather production methods preserved for centuries.
We visited a shopkeeper who sells authentic leather goods made in this tannery. Tourists flock to his shop to buy high-quality leather goods: jackets, vests, purses, wallets, belts, etc. The rooftop of his shop offers a great view of the tannery. He made each of us sniff a sprig of mint as he doesn’t like the smell of the tannery at all. Tourists are drawn to the craftsmanship behind each product.
The shopkeepers and salespeople have a keen eye. They have the ability to portray the unique texture and color of Fez tanned leather products well. Their commitment to quality allows the shopkeepers to charge premium prices for their goods. Haggling is important, but in the end, the leather goods are excellent and worth the high price. I purchased a leather belt and a wallet from the store.
Lessons learned: Starting a business requires finding a profitable niche in the market, and the store owner did just that.
Merzouga — Camping and camel riding
The best part of the trip and one of the most amazing moments of my life was riding camels in the Merzouga Sahara Desert. We dropped our bags at the overnight camp and immediately boarded our desert transport. We rode camels for an hour across the sand dunes as the sun set all around us. Our camp host acted as our personal photographer during the ride. We all felt like kings and queens, dancing to traditional Moroccan music under the stars with our hosts.
This camp offered a rare opportunity and a once in a lifetime experience. I will treasure this trip dearly and never forget the feeling I had when I saw the beauty of the Sahara Desert.
Lessons learned: Camping in Merzouga has found a once in a lifetime experience that people are willing to visit and pay for. Entrepreneurship is about eliciting positive emotions in your customers and creating happy memories that will last forever.
Ait Ben Haddou — Tea party at the Taouesna Society
Before hiking up to the Kasbah of Ait Ben Haddou, we had delicious mint tea and ate tasty Moroccan sweets at Tawesna, a local tea house by the river. This community-run shop is run by women and employs over 40 women. It provides them with a little income to support themselves and their children. The women take great pride in preparing tea and pastries with natural ingredients sourced from local cooperatives, telling their stories, and providing an authentic experience for visitors. It was fun to watch the women run the shop and provide great customer service. The tea at Tawesna was definitely the best tea I had in Morocco.
Lessons learned: How women can bring different perspectives as business managers, owners and entrepreneurs.
Marrakech — Spiced coffee sandwiches
During the last few days of our trip, we visited the Medina of Marrakech. Our knowledgeable tour guide took us on a walking tour and along the way we met a local who is passionate about coffee and has invented a special way to brew it in hot sand. He told us that his product is 20% coffee and 80% made with love. You could see the excitement on his face when he talked about his product.
Lessons learned: Successful entrepreneurs enjoy what they do and share that enjoyment with others.
Applying Lessons Learned
During the trek, we saw many other businesses. The best part of the trip was meeting the people who started these entrepreneurial businesses. Our close interaction with the locals allowed us to fully immerse ourselves in the Moroccan culture. As a Hospitality Management major, I have learned a great lesson about quality service. As a Global Entrepreneurship minor, I have learned that any business can go into the hospitality business and create a comfortable, fun, and peaceful space for everyone.
About the Global Entrepreneurship Experience
Lee School of Business’ Global Entrepreneurship Experience (GEE) program is a four-year curriculum that teaches students from all disciplines the skills needed to start and grow a business.
