Discover Morocco Beyond the Guidebooks
Some journeys are remembered for the places we visit. Others stay with us because of the people we meet and the stories we carry home.
Join us for the next edition of Beyond the Script, a series of conversations that explores destinations through authentic local voices and meaningful travel experiences. In this session, we travel to Morocco, where faith shapes everyday life, craftsmanship preserves generations of heritage, and hospitality is expressed through genuine human connection. Together with Habiba El Kasri, Founder of Asgunfa, we'll explore how travel can move beyond sightseeing to create experiences that honour culture, support local communities, and leave a lasting impact on both visitors and hosts.
Asgunfa is a Moroccan destination management company specialising in bespoke halal-conscious and culturally immersive journeys.
Working closely with artisans, cooperatives, family-owned accommodation and local communities across Morocco, Asgunfa creates travel experiences that celebrate heritage, encourage meaningful connections and support local livelihoods.
Presented by:
Born from family roots that span regions across Morocco, Habiba founded Asgunfa with a simple philosophy: travel should create meaningful connections between people, culture and place.
Through long-standing relationships with local artisans, family-run riads, community leaders and guides, Asgunfa creates bespoke journeys that invite travellers to experience the Morocco that locals know and love.
What You'll Learn
By the end of the session, you'll be able to:
- Understand how Morocco's cultural heritage reflects the values of respectful, mindful and halal-conscious travel.
- Discover how community-led experiences create richer and more memorable journeys.
- Explore how local initiatives support visitor wellbeing while protecting culture, heritage and local livelihoods.
- Gain fresh ideas for designing authentic Morocco itineraries for Muslim and values-conscious travellers.
What We'll Explore
Connection
Discover how genuine human encounters transform ordinary holidays into meaningful travel experiences.
Heritage
Explore Morocco's living traditions through its medinas, artisans, markets, architecture, cuisine and spiritual heritage.
Sustainability
Learn how community-led tourism helps preserve local culture while supporting families, cooperatives and future generations.
Why Attend?
Whether you're a travel agent, tour operator or tourism professional, this webinar will provide practical inspiration for creating journeys that go beyond the itinerary.
You'll leave with a deeper understanding of Morocco as a destination where culture, hospitality and community come together to offer experiences that today's travellers increasingly value.
Who Should Attend?
- Travel Agents
- Tour Operators
- DMCs
- Tourism Boards
- Halal Travel Professionals
- HTN Members
- HTN Academy Learners
- Anyone interested in authentic, community-led travel
Reserve Your Place
Join Halal Travel Network for a conversation that goes beyond the guidebooks and discover a Morocco shaped by people, purpose and place.
📅 Monday, 22 September 2026
🕚 11:00 AM – 11:45 AM (UK Time)
📍 Online via Zoom