In 2023, Sara Lamzouwaq took home the joint title of 'Best Tour Guide' at the Wanderlust World Guide Awards.
Highly praised for her work in Morocco, Sara aims to enhance the country's cultural and lifestyle experiences for travellers, and represents a minority of female guides.
Since working at FTLO Travel and Epic Morocco, Sara has built relationships with local women, who she in turn wants to empower by providing them with opportunities to generate income and support their families.
It is this rapport with the locals that leaves a lasting impression on her clients. Despite differences in culture and language, she brings groups together as one family.
This International Women's Day, we catch up with Sara to learn why she became a guide, the difficulties of getting into the industry, and her top tips on exploring Morocco.
What inspired you to become a tour guide in Morocco?
I’ve always wanted to be in a job that could change people’s lives. As a tour guide here, I have the chance to make a significant impact, whether it’s ensuring that my guests have a good time or by bringing people together, such as when we visit the tents of nomads or share a meal with a local family. It’s incredible how something as simple as a glass of mint tea can remind us that we are all fundamentally the same.
Was it hard to break into the guiding industry at first?
When I first entered the world of guiding, I faced the challenge of securing a place in a male-dominated industry. It became evident that I had to put in ten times the effort just to gain recognition, so I made a personal promise to pave a smoother path for others. This drove me to initiate efforts aimed at assisting women in vulnerable situations and to pave the way for other females to be tour leaders. My goal is to make their journey easier in a field where gender equality is long overdue.