In the realm of off-the-beaten-path destinations favored by adventure travel enthusiasts, a stunning and aromatic valley stands out as a hidden treasure.
Zina Bencheikh, a seasoned professional in the adventure travel industry and current EMEA Managing Director of Intrepid Travel, shared her passion for undiscovered locales during a discussion at the World Travel and Tourism Council summit in Rome. She highlighted the Rose Valley in the Atlas Mountains as a personal favorite, describing it as a serene oasis abundant with roses and devoid of tourist crowds.
Nestled at the base of the High Atlas Mountains in southeastern Morocco, the Rose Valley, also known as M’Gouna, captivates visitors with its picturesque landscapes and flourishing Damask rose fields. The region relies on the M’Goun River for irrigation, sustaining local businesses that extract fragrances and cosmetics from the roses, creating a vivid contrast between the lush valley and the arid mountains.
Intrepid Travel offers a 13-day expedition to this enchanting region, priced from £1,244, featuring camel rides through the Sahara Desert, exploration of quaint Moroccan towns, guided tours of historical sites, and engaging activities like henna tattooing. For independent travelers, flying to Marrakech followed by a scenic 200-mile drive to the east provides access to M’Gouna.
Despite Morocco’s popularity as a tourist destination, attracting millions of visitors annually, the country has faced challenges in competing with neighboring Spain. However, recent reports indicate a surge in tourism, with 5.7 million visitors welcomed in the first four months of 2025, marking a 23% increase from the previous year. This growth is attributed to strategic efforts by the Moroccan Ministry of Tourism to promote the country as a safe and sustainable destination.
While Marrakesh remains a top draw for tourists, renowned for its bustling markets and architectural marvels, lesser-known gems like the Rose Valley offer a unique and authentic Moroccan experience, appealing to travelers seeking off-the-grid adventures.