Shems Travel & Events

What Shems Travel & Events does

Shems Travel & Events is a privately held, founder-led Moroccan B2B travel and events agency headquartered in Casablanca, established in 2009 by Ayoub Mrini. It operates as a multi-brand agency — described as the first of its kind in Morocco — with four distinct sub-brands targeting separate market segments: SHEMS Business Travel (a Travel Management Company for corporate travel programs), SHEMS Meetings & Events (an event management agency for conferences and incentive trips), SHEMS Medical Congress (a Professional Congress Organizer for scientific and pharmaceutical events), and Incoming Morocco (a Destination Management Company for inbound tourism to Morocco). The firm serves enterprise clients primarily in pharmaceutical/healthcare (Roche, Pfizer, GSK, Bayer, Servier, Galderma), FMCG (Danone, Unilever), professional services (KPMG), chemicals (Azelis), and international/government organizations (OSCE PA, WHO, UN Women), with a multilingual team covering French, English, Spanish, Portuguese, and Arabic.

The company's core technology is the proprietary MEDICAY platform, developed over 11 years of R&D and launched commercially as a fully integrated digital solution for scientific congress management. MEDICAY offers digitalized secretarial management (cited time savings up to 70%), white-label or brand-color customization, and end-to-end operational support. The broader business travel product includes operational and technological tools for corporate travel program management, supported by a 800+ worldwide partner network spanning major hotel chains (Marriott, Hilton, Hyatt, Sofitel, Fairmont, Radisson Blu, Mövenpick, etc.) and airlines (Royal Air Maroc, Emirates, Qatar Airways, Lufthansa, Air France, Turkish Airlines, etc.).

Revenue is generated through professional services across all four divisions: corporate travel management fees and supplier commissions, event and congress management fees (with cited guaranteed 10% savings on negotiated group prices), and DMC arrangements for inbound tourism to Morocco. Pricing is quote-based and customized; enterprise contracts are typically multi-year. Distribution is direct B2B sales with no reseller or agent channels, supplemented by dedicated service-specific websites and a multilingual digital presence. International reach is supported by a Spain office and partner antennas across Europe, Asia, the Middle East, and Latin America. The company has not disclosed funding rounds, revenue, or institutional investors, indicating organic, founder-driven growth over its 15-year history.

Name

Shems Travel & Events

Legal name

Shems Travel & Events

Website

https://shemstravel.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Shems Travel & Events is a Casablanca-based, founder-led multi-brand B2B travel and events agency serving enterprise, pharmaceutical, and government clients through four sub-brands: Business Travel (TMC), Meetings & Events, Medical Congress (PCO), and Incoming Morocco (DMC).

Ownership category

akta.pro rank

Product category

Corporate Travel & Event Management Services

NAICS

Travel Arrangement and Reservation Services (5615), Travel Agencies (56151), Tour Operators (561520)

SIC

Transportation Services (4700), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH)

akta.pro secondary industries

Government & Public Sector Travel Management (THAKACAE), Duty of Care, Risk & Security Travel Management (THAKACAK), Meetings & Group Travel Management (Corporate/MICE) (THALANAH)

Keywords

• Corporate travel management
• Business event planning
• Medical congress organization
• Destination management services
• MICE event coordination

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Event & Congress Management: Revenue generated from organizing and managing corporate events, medical congresses, incentive trips, and professional meetings for B2B clients. Includes conference management, venue coordination, and event execution services.
2. Business Travel Management (TMC): Travel management services for corporate clients including flight booking, hotel reservations, vehicle rental, and travel assistance. Generates revenue through service fees and negotiated partnerships with airlines and hotels.
3. Incoming Morocco (DMC): Destination management services for incoming tourists and corporate groups visiting Morocco, including tours, stays, excursions, and luxury travel arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Shems Travel & Events is a multi-brand corporate travel and events agency that organizes business travel, professional meetings and events, medical and scientific congresses, and incoming destination management services in Morocco. It serves enterprise clients through dedicated Travel Management Company (TMC), Event Management, Professional Congress Organizer (PCO), and Destination Management Company (DMC) divisions, leveraging the proprietary MEDICAY digital platform for congress operations.

Product overview

Shems Travel & Events operates as a multi-brand agency in Morocco, consisting of four distinct sub-brands that work together to provide comprehensive travel and event services. The portfolio includes SHEMS Business Travel (a TMC for corporate travel management), SHEMS Meetings & Events (event management and incentive travel), SHEMS Medical Congress (a PCO specializing in medical/scientific congresses with the MEDICAY digital solution), and Incoming Morocco (a DMC for Morocco destination management). Each brand has its own specialization, resources, and customer focus while sharing a unified operational philosophy.

Differentiator

Problem solved

Functional benefit

Brands

• Shems Business Travel: Travel Management Company (TMC) brand specializing in organization and planning of business trips with operational and technological tools
• Shems Meetings & Events
• Shems Medical Congress
• Incoming Morocco

Products and services

• SHEMS Business Travel Travel Management Company (TMC) brand specializing in the organization and planning of business trips for corporate clients. Provides operational and technological tools for managing and booking flights, hotels, and vehicle rentals, with 24/7 assistance, privileged advice, budget optimization, and access to worldwide partner networks.
• SHEMS Meetings & Events Event management brand dedicated to professional meetings, conferences, incentive trips, and corporate events. Delivers innovative solutions, infrastructure access through partnerships, expert project management, and guarantees 10% savings on negotiated group prices.
• SHEMS Medical Congress Professional Congress Organizer (PCO) brand dedicated to scientific, medical, and pharmaceutical events. Brings in-depth knowledge of sector laws, codes, and ethics, with a fully digitalized secretarial management system and the proprietary MEDICAY digital solution for congress planning and operational management.
• Incoming Morocco (DMC) Destination Management Company (DMC) acting as a multidimensional knowledge base for customers organizing trips to Morocco. Provides tours, stays, excursions, luxury travel, and à la carte travel services, with multilingual experts and free estimates within 5 hours.
• MEDICAY Proprietary digital platform for end-to-end scientific congress planning and operational management. Customizable to organizational needs, available in white-label or brand color customization, with on-request development capabilities.

Quantifiable outcome

• Up to 25% reduction on plane tickets
• +2 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core.

• MarriottcoreOthersMajor international hotel chain partnership providing accommodation options for corporate travel and event attendees.
• HiltoncoreOthersInternational hotel partnership for business travel and event accommodation services.
• HyattcoreOthersHotel partnership providing luxury accommodation options for corporate clients.
• SofitelcoreOthersLuxury hotel partnership for premium corporate travel and events.
• Royal Air MaroccoreOthersNational airline partnership providing flight services for Moroccan and international travel.
• EmiratescoreOthersInternational airline partnership for long-haul travel services.
• Qatar AirwayscoreOthersGulf carrier partnership for international flight booking services.
• LufthansacoreOthersEuropean airline partnership for continental and international flights.
• Turkish AirlinescoreOthersInternational airline partnership for global travel services.
• Air FrancecoreOthersEuropean airline partnership for flight services.
• Additional Hotel PartnerscoreOthersPartnerships with: Brayan, Mazagan, Riu, Radisson Blu, Mövenpick, Mogador, Kenzi, Iberostar, Fairmont, Barcelo, Atlas Hotels, and others.
• Additional Airline PartnerscoreOthersPartnerships with: Gulf Air, Transavia, TAP Portugal, Saudia, Oman Air, KLM, Iberia, Etihad, EgyptAir, British Airways, Alitalia, Tunisair, Air Canada, Air Arabia.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Travco Travel Egypt: Regional DMC and TMC serving MENA corporate clients with travel, events, and inbound services; comparable to Shems' combined TMC + Incoming Morocco offering across the same regional buyer base.
• Congrex Switzerland: European PCO focused on medical, scientific, and association congresses; directly comparable to Shems Medical Congress for medical association clients seeking PCO partners.
• Kuoni Tumlare: Global DMC and corporate travel division with strong MENA presence; directly comparable to Shems as a competitor for inbound Morocco programs and European-managed MICE events.
• Kenes Group: Global Professional Congress Organizer specializing in medical and scientific associations; directly comparable to Shems Medical Congress PCO in delivering pharmaceutical and healthcare congresses.
• MCI Group: Global events and association management company with a strong medical/pharmaceutical association events practice; directly comparable to Shems Medical Congress PCO for scientific association RFPs.
• Travel Connection Morocco: Morocco-based corporate travel agency serving enterprise clients with business travel and MICE services; directly comparable as a domestic Moroccan TMC competing for the same corporate RFPs as Shems Business Travel.

Broad incumbents

• BCD Travel: Global TMC with broad enterprise travel management and meetings & events services; comparable as a broad incumbent that competes with Shems Business Travel for multinational accounts.
• American Express Global Business Travel (Amex GBT): One of the largest global TMCs serving multinational corporate clients with business travel and meetings programs; broad incumbent competing against Shems for enterprise travel RFPs.
• CWT (Carlson Wagonlit Travel): Global corporate travel management and meetings & events company; broad incumbent competing with Shems Business Travel for enterprise travel programs worldwide.

Regional players

• Atout France / Maison de la France (Morocco DMC peers): National tourism agency promoting France as a destination; thematically related as a destination marketing body that competes indirectly for MICE business that could alternatively flow to Morocco via Incoming Morocco.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shemstravel
• Facebookfacebook.com/SHEMSTRAVELANDEVENTS

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Shems Travel & Events