About us
About Uniquely Morocco
Uniquely Morocco is a family owned private tour company based near Fez, and I am Hassan Bouaouina, its founder. I have been guiding travelers through my country since 2004, and I believe Morocco is best discovered slowly, privately and with someone who truly belongs here.
Guiding since 2004
More than twenty years on the roads of Morocco
Officially licensed
Tourist guide (agréé), Moroccan Ministry of Tourism
4.9 on TripAdvisor
Guest reviews written since 2012
Family owned
A registered travel agency based near Fez
Meet your guide
Hassan Bouaouina
My name is Hassan Bouaouina. I am an officially licensed tourist guide (agréé) by the Moroccan Ministry of Tourism, and I have been guiding travelers since 2004. For me, guiding has never been only a job, because it is the way I share the country I love with people who have travelled a long way to understand it.
Where I come from
My story begins in the heart of the Middle Atlas Mountains, where I was born into a nomadic Berber family. My first years followed the rhythm of the seasons, the flocks and the pastures, and therefore the Amazigh way of life, with its hospitality and its deep respect for the land, is not something I learned from books. It is simply part of who I am, and it is what I love most to share with my guests.
When I was six years old, my parents decided to settle in Bhalil, a small hillside town near Sefrou, about 25 km south of Fez, mainly so that my sister and I could go to school. I grew up in Bhalil, and it is still my home today. The town is known for its homes built into the rock, where families still use rooms carved into the hillside, and for the fine silk buttons that its women knot by hand for djellabas and caftans. Local tradition holds that people sheltered in these caves long before the town took its present shape, and the older families still enjoy telling those stories to visitors.
Fez is only a short drive from my home, and it is the city where I work almost every day. Fez is my city, and therefore it is easy for me to speak about it with feeling.
How I became a guide
I trained at the High Institute of Tourism in Tangier, and afterwards I continued my studies at university in Fez, where I studied English and later earned a master’s degree in Diplomatic Studies. I passed the professional requirements to become a licensed guide, and I have been guiding since 2004.
Over the years I have built two brands. I founded Bouaouina Tours in 2009, and I created Uniquely Morocco to focus on private journeys for couples, families and small groups. Travelers began writing about my trips together on TripAdvisor in 2012, and I am proud that guests still describe the same things today. Uniquely Morocco is now a registered travel agency, STE UNIQUELY MOROCCO SARL, which allows me to organise every part of your journey under one roof.
Arabic is my own language, and I guide in English, French, Spanish and Russian. Speaking with guests in their own language matters to me, because a story only comes alive when nothing is lost in translation.
What I love to share
The Morocco I know and love
In the Fez medina, the workshops are always my favourite part of the day, because watching leather, metal and ceramics being made by hand explains Fez better than any book. I like to take my guests into quiet corners away from the crowds, to the tanneries, the madrasas and the small family workshops, and when the time comes for lunch we often eat where local people eat rather than in places built for tourists.
Beyond Fez, I guide journeys to the Sahara at Erg Chebbi and Erg Chegaga, through the Atlas Mountains and the kasbahs of the south, and across the imperial cities whose great dynasties shaped the kingdom. I also lead journeys built around Morocco’s Jewish heritage, with its synagogues, mellahs and cemeteries, including nearby Sefrou, and journeys through Morocco’s historic gardens. Many of my guests come with a personal reason for travelling, and therefore I build each itinerary around the person rather than around a fixed programme.
On the road with my guests
Moments from my journeys
From the madrasas and lanes of Fez to long lunches in the countryside and the mountain roads of the south, these are a few of the days I have shared with travelers who came to see Morocco with me.
How I work
One guide from your first day to your last
I am usually your guide and your driver at the same time, and you stay with the same person from your first day to your last. Because you are never handed from one stranger to the next, the trust you build on the first day grows into something closer to friendship by the last.
I drive carefully, because your safety comes before everything, and in the places we visit people often know me, which opens doors that a stranger could not open. We travel in a comfortable, well kept vehicle, and I choose riads, desert camps and guesthouses with care, so that each night feels like part of the experience rather than simply a place to sleep.
At the same time, I believe in honest advice. Some places are much richer with a guide, while others are best enjoyed on your own, and being honest about that saves my guests both time and money. I plan every trip with you personally, from the first message to the last farewell, and I stay flexible when your interests change along the way.
What my guests say
In their own words
My guests have been sharing their experiences on TripAdvisor since 2012, and my Fez listing holds a rating of 4.9.
“The ONLY way to see Morocco is with Hassan Bouaouina.”
Young766, TripAdvisor, 2012
“Hassan has a contagious passion for Morocco… I felt safe and taken care of.”
Viator, 5 day desert trip, 2018
“Hassan quickly became more like a brother to us than a guide.”
michalotte02, tourHQ, 2023
“Hassan is an excellent and cautious driver, and each place we visited, the locals knew him.”
Kerry, tourHQ, 2023
“Rather than the tourist lunch places we went full local, a huge highlight for us.”
kelly_b, Viator, 2023
“Hassan Bouaouina is not just a tour guide; he is a storyteller, an ambassador of Moroccan culture, and a true friend”
Rachel, tourHQ, 2023
Read all our reviews on TripAdvisor
You may also find my tours on Viator under the name Bouaouina Private Tours, because I run both brands personally.
My promise to you
Building a connection beyond the role of a guide is something I value deeply. When you travel with me, you will not only see Morocco, but also share our food, our music, our hospitality and our stories. Tell me when you would like to travel and what interests you, and I will reply personally with ideas and an honest recommendation.
Phone and WhatsApp: +212 674 049 790
Email: info@uniquelymorocco.com
Hassan Bouaouina, Founder, Uniquely Morocco