Soufiane Ghanam
Country Manager
Soufiane has more than two decades of experience coordinating travel throughout Morocco. Working closely with drivers, guides, hotels and local partners across the country, he ensures every journey runs smoothly from arrival to departure. As BPA's on-the-ground representative, he combines extensive local knowledge with a genuine commitment to helping guests experience Morocco at its best.
QUICK FACTS
BASED IN: Marrakech
WITH BPA SINCE: 2009
FAVOURITE MOROCCAN DESTINATION: Sahara desert
FAVOURITE MOROCCAN DISH: Fish tagine
Get to know Soufiane
Morocco has always been home, and one of the things I enjoy most about my role is helping visitors experience the country beyond the images and expectations they arrive with. Based in Marrakech, I have spent more than 22 years working in tourism and hospitality, building relationships with guides, drivers, hotels and local communities across Morocco. Since joining BPA in 2009, I have been responsible for coordinating the many moving parts that come together behind the scenes to create a successful journey.
What I enjoy most is introducing travellers to the diversity of Morocco. Every region has its own character, traditions and pace of life, and I never tire of seeing guests discover aspects of the country that they weren't expecting. Whether it is a conversation in a village, a family-run guesthouse, a spectacular landscape or a favourite local restaurant, it is often the simple moments that leave the strongest impression.
For me, hospitality is an important part of Moroccan culture. I take great pride in ensuring that guests feel welcomed, looked after and connected to the places they visit. Knowing that someone has left Morocco with a deeper understanding of the country and its people is one of the most rewarding parts of my work.
Although I have spent my entire life here, Morocco continues to surprise me. There is always something new to discover, and it is a privilege to share that journey with others.
In conversation
What do you think makes Morocco such a special destination for first-time visitors?
I think what surprises first-time visitors most is how alive Morocco feels. Life is lived outdoors, markets are busy, families gather together, and every region has its own character and traditions. It can feel unfamiliar at first, but that's often what people end up enjoying most.
What do you most enjoy about introducing visitors to Morocco?
I enjoy seeing the moment when guests stop observing Morocco and start engaging with it. It might be a conversation with a shopkeeper, sharing tea with a local family, or simply feeling comfortable enough to wander through a medina without worrying about getting lost. That's usually when people start to experience the country differently.
Which part of Morocco do you think deserves more attention from visitors, and why?
The Sahara Desert is one of Morocco’s greatest treasures. Beyond its spectacular scenery, it offers a sense of peace, adventure, and connection to traditional ways of life that many travellers rarely experience elsewhere. Spending time in the desert allows visitors to see a completely different side of Morocco.
What is a common misconception travellers have about Morocco before they arrive?
Many travellers expect Morocco to be either entirely desert or difficult to navigate. They are often surprised by how diverse the country is, how varied the landscapes are, and how welcoming and friendly the Moroccan people can be.
What do you hope visitors remember most when they return home?
I hope they remember the people. Morocco’s landscapes, monuments, and history are remarkable, but it is the genuine hospitality, kindness, and human connections that often become the most meaningful part of the journey.