Authentic Morocco

Name

Authentic Morocco

Legal name

More Than Golf Ltd

Website

https://authentic-morocco.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Private Tour Operator / Inbound Travel Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB)

Keywords

• Private tour operator
• Customized Morocco tours
• Luxury desert camping
• Bespoke travel itineraries
• Inbound tourism services

Headquarters

HQ city

Morocco City

HQ country

Morocco

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Tour Package Sales: Authentic Morocco generates revenue by organizing and selling customized private luxury tours of Morocco. Each tour is tailor-made to individual client preferences, with pricing based on accommodation level and number of days with private driver. The company takes a commission or markup on the total trip cost while maintaining fair pricing for clients, drivers, and guides.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Authentic Morocco designs and delivers fully customized, privately guided luxury tours of Morocco for individuals, couples, families and small groups, covering imperial cities, UNESCO heritage sites, the Sahara desert, the Atlas Mountains and the Atlantic coast. Each itinerary is tailor-made to client preferences with private 4x4 transport, hand-picked English-speaking drivers and licensed city guides, and stays in traditional riads and hotels, priced at approximately US$180-450 per person per day depending on accommodation level.

Product overview

Authentic Morocco is a tour operator offering private luxury tours of Morocco. The core offering consists of customizable tour packages including Imperial Tours, UNESCO Tours, Majestic Morocco Tours, Bespoke Tours, Desert Tours, and combination tours (Marrakech & Coast, Marrakech Desert & Coast). All tours feature private drivers and guides, hand-picked for their knowledge and responsibility. The company also operates two subsidiary businesses: Erg Chigaga Luxury Desert Camp (their own desert camp facility) and More Than Golf Marrakech (golf-focused tours). Additional activities such as cooking classes, cycling, hiking, and adventure sports are offered as add-on modules to enhance tour experiences. The company operates as an independent British limited company (More Than Golf Ltd) with over 30 years of experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Imperial Tour An 8 or 9 day sample itinerary covering Morocco's four imperial cities of Fez, Meknes (including Volubilis), Rabat and Marrakech, offered to travelers as a starting point that can be adapted to their preferences.
• UNESCO Tour An 11-13 day sample itinerary featuring Morocco's main UNESCO heritage sites, including Rabat, Volubilis, Meknes, Chefchaouen, Tetouan, Fez, Todra Gorge, Ait Ben Haddou, Marrakech and Essaouira, adaptable to client preferences.
• Majestic Morocco Tour A 12-15 day sample itinerary showcasing Marrakech, Ait Ben-Haddou, Erg Chigaga, Fez, Chefchaouen, Rabat/Sale and Casablanca, adaptable to client preferences.
• Bespoke Tours Fully customized tailor-made Morocco tours designed according to the specific interests, time constraints and preferences of individual travelers, including special interests such as Jewish Heritage, trekking and cycling.
• Desert Tours 2-4 night desert tour itineraries to Erg Chigaga and Erg Chebbi dunes, featuring camel treks, sand-boarding and luxury desert camping.
• Marrakech and the Coast A 7 day/6 night sample itinerary combining Marrakech with Essaouira on the Atlantic coast, featuring the UNESCO heritage medina and coastal activities.
• Marrakech, Desert & Coast An 11 day/10 night sample itinerary combining Marrakech, the desert at Erg Chigaga and Essaouira on the Atlantic coast.
• Erg Chigaga Luxury Desert Camp Company-owned luxury desert accommodation at Erg Chigaga dunes, featuring spacious tents with en-suite bathrooms, camel treks, sand-boarding, guided walks, evening entertainment and Saharan star gazing, located 60km off-road from M'Hamid.
• More Than Golf Marrakech Sister company specializing in golf tours in Marrakech and throughout Morocco, with access to 14 courses in Marrakech alone.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Erg Chigaga Luxury Desert CampcoreOthersCompany-owned luxury desert camp operation at Erg Chigaga, one of two Saharan dune locations. The camp offers spacious tents with en-suite bathrooms,骆驼 treks, sand-boarding, guided walks, and evening entertainment. Located 60km off-road from M'Hamid, offering solitude away from mass tourism.
• More Than Golf MarrakechcoreOthersSister company also owned by the same owners, focused on golf tourism in Marrakech. Website: www.morethangolfmarrakech.co.uk
• WorldNomads.comminorGTM or Marketing PartnerReferral partnership for travel insurance. Company recommends WorldNomads to clients and earns affiliate commissions. WorldNomads provides coverage for medical, evacuation, baggage, and adventure sports activities for travelers from over 130 countries.
• Pixel Point DesignminorImplementation/ SI/ Consulting PartnerWebsite development partner responsible for creating and maintaining the Authentic Morocco website. Dean Clamp credited for patience and skill in website development.
• Riad FarnatchicoreStrategic or Co-development PartnerLuxury riad partner in Marrakech, frequently used for tour accommodations. Provides high-end lodging with spa and restaurant facilities.
• Riad Laaroussa (Fez)coreStrategic or Co-development PartnerPreferred riad partner in Fez, one of the company's favorite accommodations offering excellent service and authentic Moroccan hospitality.
• Inara Camp (Agafay Desert)minorStrategic or Co-development PartnerDesert camp partner in the Agafay stone desert near Marrakech, offering alternative desert experience for visitors with limited time.
• Merzouga Luxury Desert Camp (Erg Chebbi)coreStrategic or Co-development PartnerPartner luxury desert camp at Erg Chebbi dunes near Merzouga. Chosen for isolated location facing the dunes with well-appointed tents featuring private en-suite bathrooms.
• Riad Jaaneman (Marrakech)minorStrategic or Co-development PartnerRecommended riad accommodation in Marrakech medina.
• Riad Adore (Marrakech)minorStrategic or Co-development PartnerRecommended riad accommodation in Marrakech medina.
• Kasbah Ellouze (Ait Ben Haddou)minorStrategic or Co-development PartnerRecommended accommodation near Ait Ben Haddou UNESCO site.
• Auberge Chez Pierre (Dades Gorge)minorStrategic or Co-development PartnerRecommended guesthouse in Dades Gorge with stunning location and excellent cuisine.
• Riad Zaman (Marrakech)minorStrategic or Co-development PartnerAcknowledged partner and friend for assistance with images and encouragement.
• Riad Al Massarah (Marrakech)minorStrategic or Co-development PartnerAcknowledged partner riad in Marrakech.
• Dar Ayniwen (Marrakech)minorStrategic or Co-development PartnerAcknowledged partner riad in Marrakech.
• Riad le Clos des Arts (Marrakech)minorStrategic or Co-development PartnerAcknowledged partner riad in Marrakech.
• La Maison Arab (Marrakech)minorStrategic or Co-development PartnerAcknowledged partner riad/hotel in Marrakech, also known for cooking classes.
• Riad Caravane (Ait Ben Haddou)minorStrategic or Co-development PartnerAcknowledged partner riad near Ait Ben Haddou.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Intrepid Travel: Large multi-day tour operator with established Morocco itineraries spanning budget to premium. Competes for the same discretionary travel dollar but emphasizes small-group rather than private tours, providing a different value proposition.
• Exodus Travels: Established adventure and cultural tour operator with Morocco product including trekking and cultural circuits. Comparable in delivering guided multi-day experiences but broader in geography and less customized per booking.
• Wilderness Safaris: Luxury wilderness travel company that owns and operates its own premium camps in Africa. Mirrors Authentic Morocco's Erg Chigaga camp ownership and 'owned-asset' positioning but in safari geographies rather than Sahara tours.

Direct peers

• Kensington Tours: Global luxury tour operator specializing in fully customized private guided itineraries with hand-picked local guides—directly analogous to Authentic Morocco's bespoke private tour model, just at global rather than Morocco-focused scope.
• Audley Travel: UK-based bespoke tailor-made travel company employing country-specialist experts to design private, customized itineraries. Operates a similar consultative, phone/email-driven sales model for affluent travelers seeking authentic, off-the-beaten-track experiences.
• Wild Frontiers Travel: UK-based operator of off-the-beaten-track, tailor-made cultural and adventure trips including Morocco. Shares Authentic Morocco's emphasis on authentic experiences, small-group/private options, and expert-led itineraries.
• Scott Dunn: Luxury tailor-made and private-guided tour operator with a strong portfolio of immersive cultural and adventure experiences, including North Africa. Comparable pricing tier and dedication to hand-picked local guides.
• Insider Expeditions (Morocco-focused DMC alternatives): Specialized Morocco and North Africa tour operators offering private, custom luxury itineraries—direct regional competitors vying for the same affluent traveler planning a Morocco trip.

Emerging players

• TourRadar: OTA marketplace aggregating multi-day tour operators worldwide, including Morocco itineraries. Acts as an aggregator that competes for discovery and booking share against direct-booking operators like Authentic Morocco.
• TravelLocal: Platform connecting travelers directly with vetted local tour operators/DMCs worldwide, including Morocco. Directly comparable in routing travelers to bespoke local experts, threatening direct-booking tour operators' customer acquisition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/authentic_morocco
• Xx.com/authenticmoroc
• Facebookfacebook.com/authenticmorocco
• LinkedInlinkedin.com/company/authentic-morocco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Authentic Morocco