Episode 221 - Siham Lahmine, Morocco Travel Organizer
In this episode of Soul of Travel, Season 6: Women's Wisdom + Mindful Travel, presented by @journeywoman_original, Christine shares a soulful conversation with Siham Lahmine.
Siham Lahmine is the ground businesswoman behind Morocco Travel Organizer. She is a well-known name in the world of high-end and customized travel. The fact that she started Morocco Travel Organizer shows how much she loves making unique travel experiences that connect deeply with the cultural richness of Morocco. Siham's 10+ years of work in the tourism industry are marked by her deep understanding of Morocco's rich cultural landscape. Siham's main goal with this business is to create itineraries that are more than just trips; they are life-changing experiences that meet and go beyond the expectations of travelers in Morocco who are looking for luxury and privacy.
An Unexpected Path to Tourism
Siham's story begins with an interesting twist - she was destined to become a teacher, or so everyone thought. "Since I was in high school, everybody was calling me teacher," she recalls. However, her desire to teach differently led her to join the Peace Corps, where she worked as a language and culture facilitator. This experience would unknowingly set the foundation for her future in tourism.
A pivotal moment came when writer Susanna Clark told her, "I don't see you in teaching... I see you more in tourism because you are passionate." This observation, combined with Siham's love for her country and culture, led her to take her first steps into the tourism industry 11 years ago.
Seizing Opportunity in Uncertainty
Siham saw an opportunity where others saw a crisis during the global pandemic in 2020. "When Covid hit, I thought this is actually like the best time to leave, even though there wasn't any clarity how the tourism will come back," she shares. She initially offered her services on a freelance basis, leveraging her relationships with international companies who knew her work.
Two years later, with input from travelers and friends, she launched Morocco Travel Organizer. The name itself reflects her commitment to well-organized, thoughtful travel experiences that showcase the best of Morocco, and it has become an absolute success.
Culinary Adventures as Cultural Bridge
What sets Morocco Travel Organizer apart is its focus on experiential travel, particularly through culinary experiences. As Siham explains, "The idea behind this business is really like to focus on experiential travel. The main niche is culinary and through culinary, like we're taking people behind the doors and in the Medina to show them what it's really there and make them feel really connected to the culture."
This approach goes beyond simple food tasting. It's about creating genuine connections and understanding between cultures. Siham's three-hour food tours with travelers from the USA and UK become platforms for cultural exchange and learning.
While culinary adventures and community-based tourism are her key focus, Siham hasn't strayed as far from teaching, incorporating education and passion into everything she does. As Christine points out, "I do think it's interesting... especially the way we talk about travel, it is still very much teaching. It's education and I think that's the most important value of travel is that it's this global cultural education."
Siham is not just showing people around; she's facilitating cultural understanding and learning in the most authentic way possible. "Connection is so important and when you sit with someone... you do really feel connected, and especially when you are with a local, you feel like you are really touching what's deeper."
Advocating for Authentic Travel
Siham emphasizes the importance of experiencing Morocco as it truly is, not just as a tourist destination. She advises travelers: "Don't go where the travelers are sitting, go where the locals are, because this is where you are gonna be engaged with the locals." This philosophy reflects her commitment to creating genuine cultural experiences rather than superficial tourist encounters. She proudly notes that "Morocco is a truly hospitable country... People will always welcome you with a smile." This natural hospitality becomes part of the authentic experience she strives to share with visitors.
Beyond cultural tours, Siham herself embodies the adventurous spirit she hopes to inspire in others. She's an enthusiast of extreme sports, having done skydiving in Morocco and paragliding in both Morocco and Turkey. "But don't tell my mom what I've done," she jokes, revealing the playful side of her adventurous nature.
Community Impact and Women's Empowerment
Siham’s personal travel experiences, particularly in Bali, have shaped her understanding of meaningful travel. She describes how solo travel led to unexpected connections and community, even in unfamiliar places.
Throughout the conversation, Siham's commitment to community development and women's empowerment shines through. Her work with the American Language Center and various community initiatives demonstrates how tourism can be a vehicle for positive social impact. When asked about women she admires in the industry, Siham takes an inclusive approach: "I would like to celebrate other women with all of the women... every woman in this industry or outside of this industry at home, a mother, a sister, like all of them."
Looking Ahead: The Next Phase of Community-Based Tourism
Siham's story is one of transformation - from teacher to tourism entrepreneur, from local guide to cultural bridge-builder. Her success demonstrates how following one's passion while staying true to cultural authenticity can create meaningful experiences for both travelers and hosts.
Through Morocco Travel Organizer, she continues to push the boundaries of experiential travel, proving that the most memorable journeys are those that connect us deeply with local cultures and communities. As tourism evolves, her approach to authentic, culturally rich experiences serves as a model for responsible and meaningful travel.
This soulful conversation is a true reminder that sometimes the most impactful teaching happens not in a classroom, but through shared experiences and cultural exchange.
“We’re not about mass tourism. That’s not what we want for our community. We’re about a tourism that’s really valuable. It’s really [to] think about my community and think about the traveler as well, and how to connect them together to be valuable for each other.”
Soul of Travel Episode 221 At a Glance
In this conversation, Christine and Siham discuss:
· Launching and building a business in travel
· The value of cultural exchange through travel
· Empowering communities and women
· Personal growth through travel and adventure
· The importance of intentional community collaboration in travel and tourism
Join Christine and Siham Lahmine now for this soulful conversation.
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Related UN Sustainable Development Goals
Sustainable Development Goal #2: End hunger, achieve food security and improved nutrition and promote sustainable agriculture.
Sustainable Development Goal #3: Ensure healthy lives and promote well-being for all at all ages.
Sustainable Development Goal #4: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
Sustainable Development Goal #5: Achieve gender equality and empower all women and girls.
Sustainable Development Goal #11 Make cities and human settlements inclusive, safe, resilient and sustainable.
Sustainable Development Goal #12: Ensure sustainable consumption and production patterns.
Sustainable Development Goal #16: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.
Sustainable Development Goal #17: Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development.
Resources & Links Mentioned in the Episode
Learn more and connect with Siham: https://moroccotravelorganizer.com
Connect with Siham on your favorite social media network! Instagram / Facebook / LinkedIn
Looking to explore an immersive Morocco culinary tour? Learn more here!
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Soul of Travel honors the passion and dedication of people making a positive impact in the tourism industry. In each episode, you’ll hear the stories of women who are industry professionals, seasoned travelers, and community leaders. Our expert guests represent social impact organizations, adventure-based community organizations, travel photography and videography, and entrepreneurs who know that travel is an opportunity for personal awareness and a vehicle for global change.
Join us to become a more educated and intentional traveler as you learn about new destinations, sustainable and regenerative travel, and community-based tourism. Industry professionals and those curious about a career in travel will also find value and purpose in our conversations.
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Soul of Travel Episode 220 Transcript
Christine: Welcome to Soul of Travel podcast. Hi, I am Christine, the host of Soul of Travel podcast, and I am very excited for this conversation today with Siham Lain and she is joining me for Morocco Travel Organizer. Um, and we are connected through women's work. And so I'm so happy to have another alumni here with me on the podcast.
To hear about your journey in travel, so welcome, um, welcome to the show.
Siham: Well, thank you so.
Christine: Thank you. Uh, well, just as we begin, uh, to share in our conversation, I'm gonna turn it over to you to introduce yourself and tell our listeners a little bit more about who you are and what you do.
Siham: Yeah, so I actually started in the tourism industry 11 years ago. I was part years and my own, my own. It's based here as well. So when Covid hit, I thought this is actually like the best time to leave, even though there wasn't any clarity how the tourism will come back or what's gonna happen. There were so many questions at that time.
Of course, I didn't leave the moment Covid hit because people were already thinking about a lot of stuff, but by June I just decided now it's the time to take this on my own. So I decided to leave the. And during that time, like of course, the tourism didn't have any direction. So what I've decided is just to offer my services on a freelance basis, and I have many international companies, companies who are based here, who know me and know my work.
So they were using me on a part job basis. Two years after Covid, I decided this is the time now to start.
Not just travelers, but friends who have been reaching out to them and saying, Hey, like I wanna start this business. What do you think? So we put the name together, everybody was saying, Morocco, let's put Morocco, and you're about travel, so let's add that. And you love organization, so let's do Morocco Travel organizer.
And that's how the, like how the company name was derived. I started, like, my business right now is two years ago. Which is actually like going great picking, upgrade. The idea behind this business is really like to focus on experiential travel. The main niche is culinary and through culinary, like we're taking people behind the doors and in the Medina to show them what it's really there and make them feel really connected to the culture.
That's the main point. Also, I had so many people who would like to travel on different teams such as adventure, let's say design other parts. So what I always do is I always sit and listen and have a one-to-one conversation, if possible with my travelers, and then pick their interests, the needs, and then tailor make like a holiday.
Expectations. That's the main point, and we always tweak that.
Christine: Yeah. Thank you for sharing. Um, you mentioned that you got into travel over 10 years ago. Um, what, what. Is it that really inspired you to be a part of the tourism industry? Is that what you'd always thought you'd do? Or were you, did you have another background before going into travel?
Siham: Yeah, well actually like this was the opposite direction for me. That's what it was. Since like I was in high school, everybody was calling me teacher.
So that was the career that was installed in my mind. However, like I, after I graduated from university, I decided that if I wanna do teaching, I wanna do it in a different way. I don't wanna be controlled by the government. I would say rules and things like that. So what I decided is to join Peace Corps.
So I joined Peace Corps and I was a language and culture facilitator for six months with them, and I taught American volunteers in a small village. So I had to move from my big city, my comfort zone into that village, live with a family that I don't know anything about, and then be a part of them and also like make sure that the American volunteers are installed really well and keep an eye on them on, so it.
After like when I returned, I actually met Susanna Clark who is a writer like of the book, my House Interest, and she said, look, I don't see you in teaching. What I see you more is in tourism because like you are passionate and all of that. So I've met with that company and we had like a talk, I would say, 20 minutes.
It didn't take me so long to decide. They were saying, this is what we do, this is what we do. I said, look. This is my country. This is my passion. I love it. Let's do it. Let's start. And I ever like had an opportunity by then from Illuminate to go and teach India for one year. But I turned off like just because I wanted like to be committed to what I said and what was my passion.
And from there, my journey has been taking me up to today. And I would say everything like positive, good.
Christine: Yeah. I love that. But I, I do think it's interesting. I feel like, especially the way we talk about travel, it is still very much teaching, right? It is, it's education and I think that's the, the most important value of travel is that it's this global cultural education. So you really are still teaching.
Siham: Yeah, I agree with you. I. I've been leading food tour with travelers like USA Travelers, the UK Travelers for like a long three hours or three hours and a half in the Medina. So they were always sharing with me things that I was doing, what's going on, and I was sharing with them my culture. And there was always the q, their q and a.
They were asking, oh, do you have any questions? Like for saying, so it's really like I feel.
World.
Christine: Yeah, and it's really interesting from your perspective too, because, um, a lot of times. I would think about travel in the context of me going somewhere and my interaction with the people where I'm going. But you're just also saying, you know, you're receiving travelers from all around the world, so you're benefiting from that cultural exchange, even in your own country because there's travelers coming and asking you questions and, and providing, you know, some of their stories and backgrounds as well to you.
Siham: Yes, like totally agree with you. I mean.
Writing emails, like being responsive and all of that. But one of the best moments of this journey is hosting actual travelers and like taking them into that ride in the Medina, in the streets of the Medina and sharing with them the stories. Also, like sharing my, my culture and. I always love in between.
I'm not just sitting behind my.
Christine: Yeah, I, I think that's, uh, a, some. Such a special part too, like I think, you know, some of us really enjoy the details and the planning and connecting all the dots, but I think many of us really enjoy the one-on-one interaction and that's what's really soulfully rewarding about travel as well.
Siham: Yes. Yeah. Connection is so important and when you sit with someone like you do, you do really feel connected, and especially when you are with a local, you feel.
But like you are really touching what? It's deeper and through like questions I've received, I would say tons and tons and tons of questions, which I loved and enjoyed because that means that like the travelers are really interested in you and are really interested in your culture. So that's what make this journey like rich for me.
Otherwise it be boring, just me.
Christine: Yeah, I, yeah, I, I agree for sure. Um, well, I know you, you said. You kind of got your start in tourism, um, leading as a Moroccan cuisine expert, and you have talked a little bit, but can we talk more about why you think cuisine is such an important part of the travel experience, and what do you love most about sharing Moroccan cuisine with travelers and that experience with travelers?
Siham: Yeah, so actually like when you are hearing the word cuisine or food, the mo, like the first thing that comes to your mind is that you'll be just eating or you'll be just tasting. However, this is not the case. I mean, like, I've been always trying to voice that with my, with my travelers. If you are happy, like to.
That's up to you. Of course. And if you don't wanna just come and hear the stories, because we eat four meals during the day, like in, so that shows how food is important in our culture, like through just sitting with our family. What are the rituals? Which, like from which corner do we eat as well? How do we sit, how do we share stories?
Like what does the word cool? Cool. Which means eat. Eat means, which is a way of saying, oh, you're welcome and this is a hospitality in itself. And while like I'm taking travelers on the journey in the Medina. Are already the day before with a guide. So they're hearing all the stories, the history of what it's like a main size architecture and all of that.
But once you are touching the surface of the food, you get deeper stories because you're not just taken to restaurants. You are taken to where the locals actually eat. That's the places where you are taken. So you're seeing the locals are eating in front of you and you're participating with them just sitting with them really.
And they're like sometimes like interacting say in which is, or Benin, which is delicious. That's like become an engagement, I would say experience for travelers. They feel, wow, we have been connected and the me.
Christine: Yeah, I, I was just, um, speaking. With a guest recently, um, ve who has a company where she connects travelers with like local, like grandmas or local food experiences. And we were talking about how, how powerful it is because it, it's very, um, it's very relatable, right? Because everyone eats and everyone has these traditions with their own families.
And so then I think when we're experiencing it in another destination. We kind of carry that comfort or that known and then tie it and connect it to the other culture so it, it becomes a very easily connecting piece in our travel.
Siham: Percent agreed and I love way how.
Christine: Yeah.
Siham: And it make you feeling that you are on the ground in that sense, that's how it make you feel. Oh, I know right now how to go into this country. Because when people are coming, I would say like you coming first to Morocco, that's totally a different destination among any other destination. It's not Europe.
It's not UAA, it's not uk. So like when you are coming here, this is like a 1,200 years old like history, especially when we're talking about Fed. So like how would you touch that history? How would you feel close to it? It's from like, it's from doing this kind of experiences and it doesn't just mean necessarily food.
While it's a big part of it and I'm encouraging travel.
That you are sitting with them in a private workshop, making your own drum, sometimes making your own pottery like workshop, making your own little piece that you can take with you as a souvenir. All of these things like really show you how rich Morocco is and how many things like that, Morocco like us, it's not.
Like adventure as well. When we're talking about mountaineering, just taking the people in this district and just like connecting with the locals over there. I mean, it's still, and I would insist of it, like one of the highlight experiences for any travelers that I've been working with since I started.
So like everybody saying like this is a highlight. This is a highlight because
part of the of Morocco, which are inhabitants.
Christine: Um, yeah. Thank you for sharing that. Uh, I was also just thinking of, I think at least two guests and maybe more have told me these stories about finding the perfect couscous in Morocco and like how that was their favorite experience and it ended up with, you know. A road trip and, and some small place, or maybe even like calling their grandma or their mom and saying like, I have guests.
And it's, they're literally bringing their travelers to their own home to try this meal. And, um, I just love that because again, that feels like this open door and this. This way of really feeling a part of, of where you are because you're being welcomed into someone's home and they're, they're feeding you, which I, I think is a very special gesture.
Siham: Yeah, like I would say the their as myself and I actually.
Same other, their accent and like we have two different like languages. I speak the spoke language, they speak a mother, so that's completely different. So I like, I love drinking and I love hiking. So whenever I'm doing hiking, sometimes like they're just seeing us passing by and they will come and invite us for a cup of tea.
Because they love being connected as well and knowing what is going on in each place. They love that and we love that about them. And one day I was invited to sleep in a family home actually, which I did eventually because like the woman was so open and so welcoming, she said, please don't go to the like, to the like to the guest.
She was a mother with like two daughters, two beautiful daughters, and it was so like, so and so tranquil and the guy knows, like knows her as well. So in the following morning, the come and pick me up from there. So I left my guest just to be like in the real place with her.
Christine: Yeah. Uh, I love that. And those are those little moments that you never can really plan that just happen. But they are the ones that I think you always. Remember, and I know that you love the idea of focusing on experiential travel, which you know, we're already kind of tapping into, but why do you think these experiences are very unique for the traveler and, and what does the traveler take away from them?
Siham: Yeah. Well, I mean, experiential travel really are about like making your.
That's what it is about. So like when I'm speaking as an example, like to any of my travelers, they're saying we love design, we love art. So I'm gonna put together an art set. Like, like I will put together an art person, I would say entrepreneur and, and connect together. And that will let them like close to the country through the art that that person like presents.
And when someone say, oh, I love design, then I have my own designer that I'm connecting with the travelers. So they'll feel that they're connected to the country. Like from experiential, like travel as an example. I'm just like working on a itinerary that is gonna happen in March. And I have a person who said, I love farm.
That's what he loves. So what I'm doing is actually I'm gonna go with him into a farm and let him, I let, I let him meet like the owner and then like put together an experience that is way too different. Like what is on the website. It doesn't mean what I offer. Sometimes I listen and I think out of the box and I see how can I make my country close to the perspective of that traveler.
That's like how I put together all of my itineraries.
Christine: Yeah. Um, yeah, I think that's so great and obviously there's so much to offer within. Within your country and in many destinations. So that flexibility or that like, it's like telling the story that they're gonna love the most about your country, right? So you have to put all of the pieces together. So hopefully they fall in love and have this beautiful experience.
Siham: Yeah, and also like we always love tweaking accommodation so you don't see just.
This is where you sleep. This is where you are hosted. This is where you, where you are greeted in the morning with a smile and then like you're having your breakfast. So if not all of these are together as a component, that will definitely affect the travel experience as well. So when I'm saying I love tweak in the different sides, so I would love for a traveler to see.
Is an example, a style, something like that. So.
Christine: Yeah, and then it, yeah, again, like kind of the idea of painting a picture, telling a story, they get a more complete. Experience. Um, well, I wanted to talk to you a little bit about your experience, um, as a woman in this industry especially. I know you talked a lot about adventure and hiking and those aspects, but has, has that influenced or shaped your career or the experiences you think you've had traveling?
Siham: Yeah, I would say like I'm a Navid traveler myself. This is who I'm, and I love, and I'm passionate about every place I go to. And from that time, like this is how I started loving this industry more and more. For me, this is not a business for me. This is a passion more than a business. And I love, like when I'm hosting someone, I really would like them like to feel that.
And I really would like my personality to reflect on that as well. That's like the important part of all what I'm doing. So like being a traveler myself, always open up the door for me and like I would say the moment you are walking, let's say just for 20 minutes or 30 minutes in the nature, so like your mind starts to open up, you coming like you all.
How if I Oh
yourself.
Christine: Um. What is one of the most, uh, I guess, inspiring trips that you've taken personally that really impacted you?
Siham: So far, I would say Bali. That's the first thing that comes to my mind. I would say Bali without any hesitation. Because Bali for me was a way to different experience. Like I actually went to the hidden areas. I didn't went like to the places of unknown, so like I went to the places where the locals are actually living.
And just same thing, having one person sitting where, see, you know, alone because I love like solo travel myself. So like having someone sitting and joining me while I'm watching the sea and saying, oh, where are you from? I'm from this and this. What are you doing here? I'm traveling and, oh, do you love Bali?
Yes. I love Bali. Can I sit and join you? Yes, of course. You're welcome. I felt that I was not left one moment on my own. I was with people more than being on a solo journey. And this is what I love about solo travel, because when you.
And to be engaged in that country with that person. But when I am with on my own, I feel that I am like opening the opportunity for the locals to come and engage and like talk and just like really be invited inside. Like to have a coffee or a cup or just like, as I said, sit by the sea. Just like one of the beautiful experiences that I.
Christine: Yeah, and I think that's really interesting when a lot of people talk about solo travel, that's one of the things they think they wouldn't enjoy being alone. Or they worry about, you know, not having anyone to talk to or you know, just some people think that that would be a hindrance. But I feel like everyone I've talked to is saying the same thing as you, like.
It actually, you'll find that you're often connecting with people and not really alone. You're just there by yourself.
Siham: Yeah, like you feeling that you really like connected with the people, which is like truly, truly, I.
Of course, like I'm coming from a local, they're still not understanding this perspective. However, they are open-minded and they're letting me travel on my own, which is great, but whenever like I'm sitting and talking to them, I'm, I'm telling them, look, if I am with my cousin as an example, or if I am with a friend, then I'm not like going to be engaged in that country.
100%. But when I am on my own, I am never on my own. It's a beautiful journey to take and like when you know how to take it as well, because of course like there are some things that you need to consider, especially as a woman, your safety comes first. Where your hotels are located, sometimes joining this group tour experience, however, still like be on your own.
All of these are important, but you are still enjoying it. You are enjoying it. Like to the.
Christine: Yeah. Um, what was one of the things that, that you, besides connecting with people when you're traveling, what else did you love about Bali?
Siham: I love the culture, of course, culture, food, everything about it. So like when I.
Inspirational side of the country, a different ritual, a different religion, a different, a lot of things. So I loved watching and seeing all of that and seeing like how the people practice, how they are celebrating like their festivals because I was there during a festival. How do music is there? And I would say like everything, I mean, there is nothing to complain about.
Christine: Yeah. Um, I went, I went, uh, many years ago. I, I can't remember exactly when, but um, I agree. It's such a. For me also, it was such a different culture and I loved all of the ceremony and the ritual because for me, that feels very comforting. I don't know why, maybe because I didn't feel like I had that as much in my own, my own life or my own upbringing or, um, I don't know.
It just is very, I'm very connected to that, so I really appreciated that and the experience of being. Like invited into those experiences as well. Like I felt very included or welcomed to kind of like try things out or, um, experience like I, we had done, um, one of the traditional, you know, baths for the water cleansing rituals and um, so I had done that one, one place where it's much more touristy.
And then I was traveling with a group of friends and our driver. Was taking us to another place that he was like, oh, it's, it's a lot more local. It's kind of where people here would go and not really travelers and I'm never quite sure if we actually went to the one he thought we were going to, but I feel like we were actually just pretty lost and we showed up and it was definitely not a place that any traveler, I think goes the like place where you could change was just very.
Rustic and, but like nobody knew why we were there and none of my friends really knew what was happening and we just had a driver. And so he was trying to explain, but then he was like, oh, Christine, you've done this before. You tell everybody how to do it. And I'm like. I've done this once before. I'm like, I don't know what I'm doing.
And so then we were trying to speak to everybody and they were laughing at us because we had no idea what we were doing. And, but in the end it was so amazing because it was not an experience that we would've had if we planned it. And so I felt like it was a very warm experience. It was, it was fun like that.
They were amused by us and I felt like, um. We were trying to be very courteous and respectful, but also, you know, you know, curious. And so it was one of those kind of magical, um, accidents of travel. And so that's what I really loved when I was in Bali.
Siham: Oh wow. That's.
Christine: Um, well, I wanted to talk to you a little bit about impact. I know that that's something that you are often speaking about as well, that you wanna ensure that the. Impact extends past the time that your travelers are traveling. Um, where do you think travel has the opportunity to have the most positive impact, both for travelers and for communities?
Siham: I mean like for.
It's the community itself. So let me actually put it this way. We're not about like mass tourism. That's not what we don't want for our community. We're about like a tourism that It's really valuable. This is like what we are voicing. So I've had a lot of influences trying like to collaborate with me. And then come in, take a picture saying, Hey, we've been here, and that's it.
And I didn't want to, because the idea, it's really think about my community and think about the traveler as well, and how to connect them together to be valuable for each other. And when I'm saying community, I don't mean just the people who are working in the. I mean the community in general, this is something that I'm always voicing for some, like in the past I wasn't because I was feeling, oh, if I'm doing something, I keep it to myself.
However, I feel the urge right now of saying this because like sometimes like people forget this kind of people who are not working in tourism, but they are truly suffering. That's who they are. So like I have a lot of stories of people who I'm connected to and people who I'm not. I'm just hearing their stories from the neighbors, from my mom, from the community itself.
I would say that it's surrounding me. So like those people when you are elevating them, like telling them, oh, we are here to help you, even though they don't know who I am. Because like when I'm doing a charity, I'm doing it in a hidden way. I don't go and show myself and take a picture and say, Hey, this is what I've done.
This is not like what I do. I actually like give it to my mom and I tell her, look, tell them that you bring it from somebody else who you don't know, and this is like, we would like to help you with that. That's how it is. So they never know who like actually.
We're taking them, we're taking them to where the locals are. We're not taking them like to where I would say just like, uh, people who work in tourism and already familiar with, we're taking them to people who don't even speak English. So you need an English speaking facilitator, of course. So once they're sitting, they're feeling the value of being connected to the community.
So I feel moment you put this.
Christine: Yeah, I, I think that it's really important, and something I find myself, I guess, saying a lot is that when we travel, a lot of times we're coming in with the mindset that we wanna have this experience. And so it's for us, for us, for us, for us, right? Like, we've saved up all this money, we've saved up all this time, and it becomes this very self-centered experience.
And yet. The thing that we need to be conscious of is that the place that we're going exists without us and that these people's lives are there whether we go or not, and that some, it's not. It's not like Disney World. It is. It wasn't created for us to go there, right? This is actually people's homes and I, I think.
Um, I think people are becoming much, much more conscious of that, but the fact that we need to be aware of where we are and how we're engaging. And also, like you were saying, you know, not every place can have 200 or 2000 or 20,000 travelers coming. Like for some people, some places, five travelers is what, what can be there.
And so I think having dialogue and. Even including travelers in that conversation or helping them to kind of just be aware of that, I think is a really important part of kind of transitioning how we feel about and talk about travel. I.
Siham: Yeah, so normally like we always send or share, when I do one-to-one meeting, I always try to explain that this is a completely different country. You are coming to a place that is historical. It's not just about history, architecture and all of that, but it's truly completely different from your world.
This is where you are coming, and I feel that when people are coming here, they. And they're truly respecting that as well, which is important, and they truly would like to be part of that. When you are traveling, not just to Morocco, so any country feeling that your belonging, it's important and how to be belonging.
It's through being close to the community. Like I always give this advice to my travelers. Don't go where the travelers are sitting, go where the locals are, because this is where you are gonna be engaged with the locals. Like when you are talking to me about experience and people say, oh, I actually like wind as an example, this.
Yes, it's great and it's part like Covid. However, don't forget to touch base to this place as well because that's where you're gonna sit and see how the locals are engaged and like just be part of that moment. Because at that moment you are belonging. Indeed. You are not like a separate person and Morocco is a truly hospitable country.
That's what Morocco is. People will always welcome in you with a smile and they don't. Politic, politic, religion, all of that, nothing. They are like carrying in their mind all what they are carrying is that you take like the.
Christine: Yeah. I, I, I love that. And the idea of looking for the place you wouldn't naturally choose, because I think also something that can happen for travelers is that they pick the thing that they're most comfortable with, so they, I. If a, a restaurant looks familiar or even if it's like a global chain or something like that, it's so easy to gravitate towards that or think we should pick the, the place that looks the nicest, which is probably, like you said, geared towards travelers, not towards locals.
And, and then you kind of, you miss out on. The depth of a destination. And you're also not pushing yourself like you need to get a little out of your comfort zone. Or I hope people would wanna get a little out of their comfort zone. And that's, that's like the easy, an easy choice is to just look at the two restaurants and be like, oh, this one's comfort.
This one, I'm, I'm not, I don't know about. So let's choose that one.
Siham: I.
Christine: Um, which also I think that's the fun too. Like those are, I think, some of those fun things, but it takes a little while to be okay with like, messing up or ordering something wrong or, um, yeah, just it's, that's is a little uncomfortable, but it, it's also kind of fun.
Siham: Yeah, like sometimes you may be sitting in a place and making a,
I mean, I would, one of the beautiful moments, even though if you. Just like we need to forget that perfection side of our personalities when we travel and just be who we are. Like be engaged naturally into that moment and like really connect with that person and have a good laugh about it. Have a good laugh at yourself first, and have a good laugh about it with the locust and you're gonna say, oh my God, this is how you did it.
Show you. So it's gonna be like one of the nicest moments. Remember, because when you are doing something out your comfort zone, this is when you create memories that you truly remember and stick your head. Like let's say I'm taking you as an example, re and this is something that you're already doing in your country.
So the balance is the same. However, like you are being with a chef, like in a restaurant in the usa and then here, like you're being with a local restaurant like, and a person is showing you something and you're having a laugh about it. So this actually like how I would,
Christine: Yeah, and I think, um, I. The respect that you have for a culture too, or um, an artisan or anyone when you, when you try to do what they're doing, is also really powerful. I think. 'cause I've, I've had that opportunity too, where someone has invited me, you know, to try weaving or embroidery or cooking something or making coffee.
I remember kind of like roasting coffee beans and then grinding them or making curry and. You see how hard it is because it's not something we're familiar with, but then it does give you a lot of respect for the craft of all these different things too.
Siham: Oh wow. Yes. Yeah, you are absolutely right. I like the way how you put it because sometimes when we see something from outside, like we're just witnessing, so we don't know how much effort and time does it really take, but once we do it our own, we give that appreciation so that person as what they are creating as well.
Christine: Yeah. Um, well, I know that your commitment in Morocco really goes past the tourism industry and that you have worked volunteering with the, um, American Language Center and fz and also support, um, and I'm gonna say it wrong, probably the ZT Underage Girls Center. Okay, great. I love it. See, I tried and it worked out, um, and that you're really, really devoted to empowering women and locals and building communities.
So I'd love for you to share a little bit more about why this work is so important to you.
Siham: Yeah, so like I act, I would say like I'm actually like passionate about volunteering and it's not just because of tourism. That's a wrong like vision. It's because of me. This is like the person who I am. So like when I was actually like when I did T Corps. I went back to the American Language Center and I was the head of their association at the American Language Center of the Volunteering Program.
So I was taking actually like Americans to the girls center and then let them engage together. And those girls were underage, so like they were teaching them English or they were playing with them like, like games, their, things like that. And I. So like for each, I was just translating in English or assisting myself.
I've actually had one of the girl who I was teaching her like Arabic, so I was giving her one class for free and then we were sitting and going through her homeworks and all of that. And that's something that it's like, I would say it's staying with me forever because. In the last years, like the opportunity to go there has been decreased down.
That's because of the change of the directors as well. So they wanted to keep it so limited and nobody could have access. But what I do is from time to time, sometimes taking hygiene products or so, or things like that, and just leaving it at the desk for them, like to get of it. It's important for me to do and like volunteering.
It's not just about, you are being a good person. Volunteering is about another thing. It's making you feeling good yourself as well, because like, this is something that we need to enrich our emotions. And when you are doing something good, it is actually impact yourself and making you feel, wow, I wanna do like more of it.
So I would say like I'm volunteering from different sides and this is like one of the things that I enjoy a love because it's really more about giving to my community more than receiving and I receive, I feel that I receive more when someone like just say, oh, thank you, or not. Like just saying thank you to the person who has been passed through them.
That means a lot. And even without, thank you. Just a smile. That actually means a lot because they didn't, they don't need to be thankful. Like what we want is somebody like there that.
Christine: Mm-hmm. Yeah, it's really, really, um. It feels, it feels really special to have someone notice that you notice them, I guess like, and, and it shouldn't be, um, I guess it shouldn't seem so surprising, but it's really simple and really important. And I know there have been like little times traveling and working with the communities and connecting with women and noticing like.
That you just paid attention and recognized, like it really, that lights them up and then hopefully they carry that forward of like that, that someone gave them that special attention and in that moment then when they needed it or maybe just didn't expect it. I think, um, that, that like shared love of humanity is a really important moment that can happen in those experiences.
Siham: Yeah. Another thing like I would say when we are actually, when I am personally choosing a family, like to work with, I'm looking for a woman with a story in me. So this is how I would say I am empowering women. It's not just empowering it from terms of foundations, but empowering it from terms of locals, a local woman.
So like I'm looking for a woman with a story like who needs like assistance as well, and I'm going there and sitting with her and telling her all this is the concept. It's about bringing travelers to your home and doing this experience, and this is how the experience starts. So when the travelers go in there, she is actually like being well looked after that she feels it's not just a charity, but it's more that she's doing like a work, something that she has never even think about in that sense.
She's doing a. Like really well because we value every single supplier working with us, and we need that to reflect when the travelers are coming. We don't want travelers to pay, and when they're coming, they're feeling why somebody like is looking like us up like this. We want them to be really welcome with a smile and feel the value of that.
Christine: Yeah. Yeah. Thank you so much for sharing that. Um, well, one of the other things that. I, when I was preparing for our conversation, I saw the note that you love extreme sports. So I feel like I can't leave our conversation without understanding a little bit more about, um, what that means and um, maybe like how that helps you push boundaries as well.
'cause I know that that's something you're always working to push boundaries and create independence and empowerment for women.
Siham: So like, do you know the words? But don't tell my mom what I've done. This is like, this is literally what I'm doing. I never tell her what I'm doing because otherwise she would be super scared. So I'm actually, I love Adrian activities. I've done skydiving. In Morocco. I've done paragliding in Turkey and in Morocco as well, which I absolutely love.
I've done paragliding from the high Atlas Mountain and I've done like paragliding in fat in Turkey, and that was one of the beautiful experiences. I love Turkey, and when I'm saying Turkey, that means I've spent literally seven days like carrying a backpack inside the heart of the high Atlas Mountain, like using the nature as a facility and being just sleeping in a camp.
So no comfortable things are surrounding me and being disconnected from the. So that's like something that I've done and I always love doing. I've done it twice so far, and I still would love to do it like another time when the opportunity arrives. And I love quad biking. I feel that whenever I go, I need to do a quad biking experience.
The reason why, because I'm seeing the country like from a different part, like from the part that it's not accessible by car. That's what I feel. So that's why I like it. So I would say what activities I've done seawalk in B, and I'm like, I'm actually like, I. However, like I took that step and I said, look, I need to face my fear.
And I was like, solo in Bali and I've done like the seawalk and activity and it was one of the beautiful like activities that I've done, just seeing the fish around me took it, take that picture and be looked after. It was like just beautiful. And it was in, that's the area where I've done it. So I mean, all of these experiences are truly pushing my limit.
I don't wanna be just like sitting behind my desk or just doing something that I'm comfortable doing, but I love doing something that it's, people won't even think about me that I'm doing in that sense and then say, okay, let me do that. Because when I'm doing it, I think, wow. I know, I understand. And it's actually like light in my mind and like, let me really bring like ideas myself as.
Christine: Yeah, I love that. And I think, um, when we really push ourselves out of our comfort zone, like we also can really see what we're made of. And we, you know, we grow that way. And also often we just have a lot of fun, which I think we don't make enough time for in our, in our regular routine. So I think it's great. Um, well, one of the last things that I wanted to talk to you about before we wrap up, um, I know we met, um, in the women's work community, and that's a experience that you're a part of now. I just wanted to talk to you about what it's like from, um, a business perspective to have that kind of community and that kind of support, and, you know, why, why that's important to you right now in your, in your journey.
Siham: Well, I mean, in fact, like when I started my business, it was, I would say a journey from being an employee to a founder, myself, owner, myself.
So like live is not always pink, of course. Like there are things that you face. So really like the first year it was more about just website and like social media. But the second year I said, look, if I'm gonna base myself on. That's not gonna happen. Or like just thinking, investing too much on ads, that's gonna show my visibility.
That's not going to happen. So I've just decided to think out of the box. And then looking for communities and in fact the women community that we are both together. I think I am the only one that I found them in Google, rather than being a referral. I was like unexpected part of the women community because like everything that they had the owners everything
for months and. And this is how I wanted to be part of it, and since then it really starts to spread my wing. It's not just about like having business, but it's really like thinking about this. You are not on your own. That's one of the things like you are not on this journey because I am a solopreneur, so I'm not on this journey on my own.
There are so many amazing, amazing, amazing women. Out there that are doing like the same or something that it's way too different, that it's brilliant out there in the world. And being part of that community really opened up my mind. It's also like assist me to like think, okay, what is my motive? How shall I see my business?
What are my goals? It's all of these questions and I'm still learning myself. I mean, I would say that I would never say I've learned. That's like gonna be a wrong thing to say in your business. I feel that our industry are changing rapidly and every time we need to come up with like solutions and understanding what it needs.
And when you are a part of that community, you are not on your own. You are not thinking on your own, you are thinking together, and that's really important.
Christine: Yeah, and I, I, I agree that as a entrepreneur and as a solopreneur, we spend a lot of time by ourselves trying to figure out all of these things, and it can become very overwhelming. So I think community is so important, just. To see that many of us are having the same challenges or to have someone to celebrate wins with or to celebrate someone else as well, because it becomes very isolating.
And so I think that that power of community is important. And then just the connections too, because as you become a part of communities and people see who you are and what you do, and then. You know, they connect you with the next person that you need to kind of meet the ne rise to the next level in your business.
And, um, I think that that spirit of collaboration and community is a really important part of the entrepreneurial journey. I.
Siham: Yeah, definitely being part of.
It's really, I would say, elevating you as a person and as a business. That's what it does to you. And it's really changed mind and perspective because like we, like as an example, like you'd be thinking, oh, this is the right thing that I'm doing to my business. But then you are hearing somebody else saying, oh, I've done this mistake and this is how I come up with, or, I've been facing this challenge and this is like the solution that I come up with.
So that let you actually avoid as many things as you may possibly do before doing it. And that's just thanks to that person wisdom or thanks to that person. Said sometimes just talking like having like during our women community sometimes like it'll be neat and connect. So you're hearing what people are saying or what they are doing out there in the world, so that like give you ideas and make you feel engaged.
I'm not on my own. I'm not, my owns really important making like it's making you doing your business with passion, even more passion, because we're not on our own.
Christine: Yeah. Yeah. And to have other people just see you and be like, yes, I love that idea. And then you're like, oh yeah, me too.
Siham: Yeah, exactly
Christine: Yeah.
Siham: this each, so it like nice being like.
Christine: Yeah. Thank you. Well, I'm, I'm so glad that, that we were able to connect and I'm always grateful for the communities that. Kind of connect me and weave me together with all of these people around the world. So I love it so much. Um, well, before we end our conversation, I just have a few rapid fire questions, so we're gonna jump into that portion of our conversation.
Um, the first one is, what are you reading right now?
Siham: What I am reading right now, I'm reading like starts with why. That's what I'm reading right now. It's you think about why more than thinking about like what you are. What you are facing, but really question, question to find a solution.
Christine: And I think, um, I know this is supposed to be rapid fire, but it's Okay. Um, the starting with why I think it's, it's. One of the most important things, and I think something you come back to over and over again because you, it either it evolves or you fine tune it. Or even sometimes you get disconnected from the why and you have to come back to it because that's where, that really is the, the foundation of every everything and every choice.
And so it's such a, a great point to come back to.
Siham: Yes, totally. Like when you're seeing something is not working, don't think that it's because of you, and don't take it like personally in that sense into your business. Like you just need to analyze and see why is not working. And then come up like with solutions. And it doesn't mean that it's gonna happen, like I would say the stick of magic.
It's not like, like this, you will face many challenges, but the moment you'll figure out the answer, it'll be like, thanks to you and your deep research and what you've done. And the first thing is that you have identify it and feeling that I'm okay like to face that question rather than sitting behind it.
Christine: Yeah. Um, okay, so next question. What is always in your suitcase or backpack when you travel?
Siham: I like, I would say like gum, that's important for me, especially when I am taking like plain, like just chewing a gum during land, like takeout and then like during like land off. That's important for me because it helps with attitude. So I'm always like, ashwin. It's always important.
Christine: Yeah, I love that. Um, to, sojourn, to me means to travel somewhere with respect as if you live there. Um, where is. Somewhere that you would still love to sojourn.
Siham: I would love, I would say to in, I would say I think that has a huge impact visited. Singapore, a lot of countries, but Bali really like a big impact on me. That's like it. I was like literally
Morocco B, so far
Christine: I love that. Uh, what do you eat that immediately connects you to a place that you've been
Siham: chocolate.
Christine: Oh, good.
Siham: Yes. I love like chocolate, and I love chocolate in different parts of the, so like the moment I eat chocolate, I feel, oh, here I.
Christine: Yeah. Um, we haven't talked about this yet, but who is a person that inspired or encouraged you to set out to travel the world?
Siham: Like a person who really, I would say. I don't have someone in mind, to be honest. I feel that I always have that curiosity myself. So when I started traveling, I started traveling in my own country because like a high school girl in Morocco, like would not travel on her own outside of the country. I.
That's something that it's off the question. So I was just taking journeys close to my city or even like in the surrounding. And then the more I've traveled it, the more that like I grew up the love of travel. I, I am a fan of the quote, traveling it, you speech let than turn you into authority. That's from like of, and even my mother, like she is calling me because I am the, in my I.
In a way that they have not been familiar with in Morocco. It means you are going with your family to the beach, sitting by the beach, enjoying, and that back my kind of travel is way too different from like, from the perspective of how people see in travel here in Morocco.
Christine: Yeah. Um, if you could take an adventure with one person, fictional or real, alive or past, who would it be?
Siham: It would be my cousin. That's what I would say. Like I love my cousin, like he's a female by the way, and we always have a lot of fun just sitting together talking and all of that. So yeah, if I have to take a trip, she will be my first choice. Like so that to take that trip with her.
Christine: Yeah. Uh, the last question, um, as you know, soul of Travel is a place for recognizing women in the industry. Um, who is someone that you admire and would like to celebrate? I. In this space.
Siham: For women, like there are so many women, like I would say out there in the world, Morocco, that it's hard to choose pick one woman. So my answer would be I would like to celebrate other women with all of the women. Because that means that you are sharing and you are collaborating rather than just choosing one person in particular and leaving another, like every woman in this industry or outside of this industry at home, a mother, a sister, like all of them.
I would like to celebrate this journey with them.
Christine: Yeah. Thank you. That's really beautiful and. It's such a perfect way for us to end our conversation. Um, thank you so much for joining me and for reaching out and connecting. I really, really appreciate your time shared today.
Siham: Yeah. Thank you so much, Christine, for having me.
Christine: Thank you. You're welcome.
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