Salima Touij
Office Manager
Based in Marrakech, Salima brings a wealth of organisational experience to By Prior Arrangement, having spent 11 years in banking before moving into tourism. She works closely with hotels, guides and drivers to coordinate every aspect of our guests' journeys, ensuring arrangements are in place and every detail is carefully managed for both travellers and the team behind the scenes.
QUICK FACTS
BASED IN: Marrakech
WITH BPA SINCE: 2022
FAVOURITE MOROCCAN DESTINATION: Marrakech
FAVOURITE MOROCCAN DISH: Braniya
Get to know Salima
After spending 11 years in banking, I made the move into tourism, bringing with me a strong appreciation for organisation, accuracy and the importance of following things through properly. Those skills have proved invaluable in my role at By Prior Arrangement, where I work behind the scenes to ensure every journey is carefully coordinated before our guests even arrive in Morocco.
My role involves liaising with hotels, guides, drivers and our local partners, preparing itineraries, confirming services and monitoring the many details that come together to create a seamless travel experience. While guests may only see the finished itinerary, a great deal of planning, communication and coordination takes place beforehand. I enjoy knowing that, because everything has been carefully organised, our guests can simply relax and immerse themselves in the experience.
What I enjoy most about working in tourism is being part of the team that introduces visitors to the real Morocco. Every itinerary is different because every guest is different, and I take pride in ensuring each journey reflects their interests and expectations while running as smoothly as possible.
Moroccan hospitality is about making people feel genuinely welcome, and that is something I try to bring to my work every day. Knowing that our guests leave with wonderful memories of Morocco—and that everything has unfolded effortlessly from their perspective—is one of the most rewarding parts of what I do.
In conversation
What do you enjoy most about working in tourism?
After years in banking, it was a real change of environment for me. One of the things I have enjoyed most is discovering Morocco from a different perspective. Working on journeys that cross the country has encouraged me to look more closely at places, routes and experiences that I had previously known simply as a Moroccan, rather than through the eyes of a visitor.
What’s something guests would never know happen behind the scenes?
A single line in an itinerary can involve several emails, phone calls and confirmations. We might need to check a room category, follow up on a proforma invoice, confirm a guide, calculate a driving time and ensure the driver has the latest version of the itinerary. Guests see one seamless journey, but behind it are many small pieces that have to fit together.
What is your favourite Moroccan tradition, food or daily ritual?
I love the quiet moment just before ftour during Ramadan. The streets gradually empty, families gather at home and, for a short time, everything seems to pause. Then the atmosphere changes completely after the meal, when people go out again and the city comes back to life.
What’s one small detail that you think makes a big difference to a guest’s experience?
I always think about whether an itinerary answers the questions I would ask if I were visiting Morocco for the first time: What time should I be ready? How long will the journey take? Where will I meet the guide? Do I need to pack anything separately? Providing these details helps guests feel prepared and confident without overwhelming them.
If guests remember one thing about Morocco after they return home, what do you hope it is?
I hope they remember that Morocco cannot be reduced to a single image. It is not only Marrakech, the souks or the desert. The atmosphere changes from one region to another, as do the landscapes, architecture, food and even the way people speak. I hope they return home feeling they have discovered the many different sides of Morocco.