Who we are

Enjoy slow tourism in the South of Morocco

"He did not think of himself as a tourist; he was a traveler. The difference is partly one of time, he would explain. Whereas the tourist generally hurries back home at the end of a few weeks or months, the traveler, belonging no more to one place than to the next, moves slowly, over periods of years, from one part of the earth to another."

(Paul Bowles, The sheltering sky)


Enjoy slow tourism in Morocco
Crossroad of cultures and surprising mosaic of landscapes, Morocco welcomes every year millions of travelers looking for an adventure through the oases, canyons and desert dunes laying beyond the rugged profile of the Atlas Mountains. First company to propose slow tourism in Morocco, Direction Sud invites you to explore this unique country of amazing contrasts whose charm and hospitality are renowned worldwide. Behind our travel ideas there is a need for rare and precious things and the desire to enjoy the beauty and authenticity that are hidden to those who move too fast. Furthermore, there is a desire for quality and luxury, as taking your time has become a real privilege in modern societies, where everything runs faster and faster.


Private tours for individuals and groups
Direction Sud invites you to discover Morocco with tailor made treks, excursions and guided tours by 4x4 both for individuals and groups. Our travel ideas are designed to fit your desires and budget, guaranteeing the quality, safety and absolute pleasure of the journey. Click here and check out our full list of travel itineraries or contact us for further information.

Services for tourism enterprises and tour operators
With the aim of promoting sustainable and quality tourism in Morocco, Direction Sud provides tourism enterprises, tour operators and public actors with the following services:

  • Research, training and consulting services in the tourism sector
  • Promotion and valorization of the environmental, historical, cultural and architectural heritage of the South of Morocco
  • Support for the internationalization of Moroccan tourism enterprises and promotion of tourism related projects within the international markets
  • Designing of circuits and innovative tourism products


Direction Sud works only with qualified professionals with demonstrated experience in the field of tourism and favors direct collaborations with local tour operators with a proven attention to the needs of local communities, the environment and the amazing biodiversity of Morocco. For your best holiday in Morocco we suggest accommodations with a traditional charm located at the heart of the places to visit, combining high quality standards with the warm Moroccan welcome.


Direction Sud ensures: the pleasant welcome of a multilingual staff; 24 hours a day assistance; an immediate response to problems and emergencies; private transfers by 4X4 or minibus; private tours with qualified guides; quality of food according to the best of the Moroccan cuisine.


RHYTHM – Live at your speed and find your own pace in the journey.
RELAX AND FUN – Forget the stress, feel the pleasures of travelling in total freedom.
DISCOVERY – Get in touch with local people, discover cultures, traditions and local products.
SUSTAINABILITY – Explore the natural and architectural beauties of Morocco in a sustainable way.
QUALITY – Enjoy the comfort and the quality of service, breathing the authenticity of the journey.

Direction Sud is born from the dreams and passion of two nomadic travelers...


Ismail is native of the famous Ksar of Ait Ben Haddou and has a profound knowledge of the traditions and culture of the Berber culture of the South of Morocco. He’s passionate of mountain trekking and a supporter of the principles of sustainable and responsible tourism. Before becoming a nature guide, Ismail worked for years as a local guide in the Ksar of Ait Ben Haddou, where he learned the art of revealing the secrets of this magical place visited every year by thousands of tourists. Ismail is fluent in six languages (French, English, Italian, Spanish, Arabic and Berber tachlehit) and is therefore an excellent mediator between foreign visitors and local people.


Italian anthropologist, expert in international cooperation and local development. After years of studies and travels in Central America, Isabella arrives in Morocco to study the culture of imazighen (trad. Berbers, sing. Amazigh), the famous blue men of the desert. During one of her trips Isabella meets Ismail, who shows her the beauty and secrets of the ksar of Ait Ben Haddou. From that moment on, Isabella developed an increasing interest toward the Berber culture, up to the choice to move permanently to Morocco, where she lives now with Ismail and their daughter Nora. Isabella is fluent in Italian, French, Spanish and English and is slowly learning both the Berber language and the local Arabic dialect.