In Conversation with Seddik Aassim

In conversation with...

SEDDIK AASSIM

In September we held our annual training workshop for our guides in Morocco and asked what inspires them. Among them was Seddik Aassim, who has been guiding ing in Morocco for over 35 years and is a local tour director and operations manager

48 | AUDLEY TRAVELER

INTERVIEW

Shifting sands

Camel trekking amid the desert dunes; (right) hospitality, mosaics and minarets in Morocco; (below) Seddik Aassim

TRAVEL HIGHLIGHT

“Visit Rabat’s Museum of Modern and Contemporary Art to see a side of Morocco that guests often miss.”

What inspired you to become a guide? I grew up on the coast, in an area that’s popular with overseas visitors. When I was younger I used to help visitors with directions and point them to different sites within the town. I really enjoyed showing them around, which made me think about becoming a guide.

What qualities are most important for a guide to have? To be patient and really listen to what guests want, which may not always be in what they say. Sometimes you have to read their mood and look for other clues so that you can adapt the tour to make it as memorable as possible.

What is your favorite thing to show clients traveling to Morocco? I really enjoy talking about everyday life here and giving

visitors an insight into our cultural differences, as well as highlighting how many cultural values we share. Morocco is perhaps much more liberal than people expect and I enjoy helping people to really learn and understand this.

What do you love most about guiding here? I love seeing the guests surprised by the beauty of the country and by the historical and cultural richness on offer. There’s so much in Morocco to explore – historic souqs, Roman ruins, a beautiful coastline and, of course, the endless expanse of the desert.

I also love working with Audley to develop new experiences and find new ways to promote Morocco. I’ve learned not to simply accept things as they are,

but to always look for new ideas and exceed guests’ expectations.

What motivates you professionally? The feeling that I’m an important element in showing the best that Morocco has to offer and giving visitors happy memories of their time here to look back on.

Looking forward, is there anything new in Morocco that you’re particularly excited about sharing with visitors? I am fascinated by the recent Palaeolithic discoveries at Jebel Irhoud. The ancient Homo sapiens remains found here pre-date those found in East Africa and are changing how people understand the timeline of human evolution. I love that Morocco is now a key part of that story.

The four pictures at the top of the page were taken by Moroccospecialist Olivia Snow on her latest research trip

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