Morocco isn’t a place - it’s a feeling.

The thrill of Jemaa el-Fnaa, the UNESCO World Heritage site and vibrant heart of Marrakech, bustling with musicians, storytellers and snake charmers. The terracotta walls of the medina at sunset, the scent of orange blossom wafting through riad courtyards, dawn birdsong as hot air balloons polka dot the distant golden sky, mint tea poured from a height, the hum of the souk. The call to prayer adding a theatrical layer to every moment.

It is a place you feel long after you’ve left.

At Sammy in the Souk, I design curated experiences to showcase the wonders of Morocco, beyond the obvious, from the souk to the Sahara, and the heights of Atlas mountains to the windswept coast of Essaouira

Let me help you design the perfect trip.

Sammy in the Souk

Marrakech and beyond…

Narrow alley with peach-colored walls, four red pots with plants, underpass at the end, blue sky overhead.
A person walking on the sand dunes in a desert, leading a camel with a child riding on it, velvety footprints trail behind them.
A woman with long brown hair and light skin, smiling, wearing a white embroidered blouse, standing against a reddish-brown wall.
A table set with bowls of food, including a bowl of chopped salad, and surrounded by colorful dishes and utensils, with a scenic mountain view in the background under a blue sky.
A narrow alleyway with a bright blue ornate double door set in a weathered red stucco wall, flanked by a rough stone wall on the right. The alley has cobblestone pavement and features a vintage street lamp, metal wire, and hanging black decorative lanterns on the left.
A bustling, indoor market with various hanging lamps, clothing, and decorative items. People are walking and shopping among booths and displays under a roof with wooden beams and banners hanging.

Hi, I’m Sammy

Morocco has been a huge part of my life for over a decade.

What started as a weekend escape to Marrakech quickly turned into something much deeper - a love for the ancient culture, the landscape, the people and the rhythm of travel there.

Over the years I’ve stayed in countless riads, explored hidden medina corners, travelled across the Atlas Mountains and spent nights beneath Saharan stars. Along the way I’ve discovered incredible places, trusted local guides and unforgettable experiences - the kind that aren’t always easy to find in guidebooks.

That’s why I created Sammy in the Souk.

I design journeys that combine independent travel with insider knowledge. You’ll have the freedom to explore Morocco your way — with the confidence that every stay, restaurant and experience has been carefully chosen.

From the moment you arrive, your trip is designed to feel seamless, personal and deeply connected to the place.

A geometric star-shaped logo with a central letter 'S' surrounded by orange and teal patterns.
A person sitting cross-legged on sand dunes during sunset or sunrise in a desert landscape, with a woman wearing a white top, jeans, and a striped towel over her shoulders, facing away from the camera.
Connect with me

Journeys Crafted Around You

Bespoke Itineraries

Personalised trip planning that covers accommodation, transfers, travel, activities, and local expertise, all aligned with your travel style.

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A tall palm tree in front of a Spanish-style white building with arched openings and a tiled roof, under a clear blue sky.

Family Trips

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Morocco is all about family; I can help you tailor an incredible experience for your tribe to make the most of this amazing country. All based on first-hand experience travelling the country with my own children.

Four people riding camels in a desert at sunset, with footprints in the sand visible in the foreground.

Retreats

Morocco is the perfect setting for a retreat as it offers an ideal mix of deep cultural immersion, stunning natural landscapes and ancient wellness traditions.

I have a range of beautiful venues and locations to help design your perfect retreat.

My Ourika Valley Retreat in Sept 2026 is sold out. 2027 is now open for enquiries.

Decorative tile with a geometric star pattern in blue and yellow, featuring a central letter 'S'.
Swimming pool with three green lounge chairs and umbrellas, overlooking a scenic landscape with mountains in the distance under a clear blue sky.
A colorful emblem featuring an 8-pointed star pattern with a central letter 'S'.
A courtyard scene with beige stucco walls, an arched window with black frame, a large beige ceramic pot, a woven chair, and a white dress hanging on a clothesline, with green grass and trees in the background under a clear blue sky.

Special Occasions

Full-service coordination for those special events; weddings, birthdays, and milestone celebrations in captivating locations.

Morocco loves a party, and I have all the right connections to help you celebrate in style.

My Personal Touch

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A geometric logo featuring a central letter 'S' surrounded by a symmetrical pattern of orange and teal shapes, resembling a stylized snowflake or star.

Every trip begins with a conversation.

Tell me a little about your travel style, dates and interests and I’ll design a personalised Morocco itinerary for you.

Your journey can include:

  • Handpicked riads and boutique hotels

  • Trusted drivers and guides

  • Restaurant reservations

  • Cultural experiences and day trips

  • Atlas mountain hiking

  • Desert stays with hot air-ballooning

  • Seamless travel logistics

Every experience will be designed to feel effortless, inspiring and unforgettable.

Pricing guide:

  • Starting from £150 fee for a bespoke long weekend

  • Please enquire for family trips, retreats and special occasions

Start planning

A few of my happy travellers…

  • "She took all the stress out of the planning so we could just focus on making memories"

    If you are planning a group trip and want it to be genuinely extraordinary rather than just functional, you need Sammy in your corner.

    Andy S - April 2026

  • "Sammy truly crafted an unforgettable family adventure, and we are already talking about going back!"

    Travelling with children to a country as vibrant as Morocco can feel daunting, but Sammy took every worry and turned it into the most magical family holiday we have ever experienced.

    Jenna P - Easter 2026

  • "Her knowledge of Marrakesh and the surrounding areas is truly impressive"

    From the outset, she provided thoughtful itineraries, recommended fantastic places to eat, and pointed us toward some of the city’s coolest rooftop bars for cocktails. Thanks to Sam’s guidance, our trip was far more enjoyable and well-planned than we could have managed on our own.

    Holly M - March 2026

Get in touch to start your journey

Be Inspired…

Sand dunes in a desert at sunset or sunrise with a few small plants at the base.

Souk to The Sahara

Cross the mighty High Atlas and wind your way through ancient kasbahs, dramatic gorges and stunning vistas.

Watch the landscape turn from mountains to palm-filled oases before reaching the majestic dunes of the Sahara.

Venture out on a camel ride at sunset, sleep beneath a canopy of stars in a desert camp and wake to sunrise over the towering dunes.

An endless horizon that brings a deep sense of awe and stillness. A bucketlist trip of a lifetime (and Sammy’s favourite!).

Ancient mud-brick buildings and ruins surrounded by green vegetation under a desert landscape.

Ourika Valley & the Atlas Mountains

Escape the heat of the city and head into the foothills of the High Atlas, where winding mountain roads lead through traditional Berber villages, terraced hillsides and lush river valleys.

Wander beside waterfalls, stop for a leisurely lunch, dip your toes into the Ourika River and enjoy the cooler air and dramatic scenery that feels a world away from Marrakech.

A beautifully trip of mountain landscapes, local life and hidden corners — all within easy reach of the city.

Seagulls flying over a beach with boats and historic buildings, viewed through a stone arch.

Discover the Atlantic Coast

Head west to Morocco’s Atlantic coast, where windswept beaches, whitewashed towns and rugged cliffs meet the endless blue of the ocean.

Wander through historic harbours, feast on freshly caught seafood overlooking the water, or spend the afternoon surfing, sailing or simply soaking up the slower coastal rhythm.

From chic seaside hideaways to wild stretches of sand, the Atlantic offers a refreshing change of pace — and another side of Morocco entirely.

Large sacks of dried flowers and herbs, including rose petals, chamomile, and other aromatic plants, displayed at a market stall.

Find your Flair!

Immerse yourself in a workshop connecting with ancient Moroccan heritage.

Learn the centuries old crafts of Zellige and Zwaq Art.

Cook that perfect tagine from scratch and wow everyone back home!

Whizz around Marrakech in a vintage Citroen 2CV as you overtake a donkey on a private guided tour!

There is a wealth of experiences that take you beyond sightseeing and into the creative heart of Morocco.

A man riding a donkey-drawn cart filled with sacks, along a narrow cobblestone street between orange and pink buildings.

Yalla Yalla - let’s go!

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Ready to turn inspiration into an unforgettable journey?

Get in touch for a complimentary consultation.