About Our Company

Sarah Tours was born from a belief that travel should mean more than movement. I created Sarah Tours to share places the way they are lived, not consumed, to connect travelers with history, land, and people, and to honor cultures through understanding rather than spectacle. Rooted in storytelling, human encounters, and respect for tradition, Sarah Tours invites curious minds to travel slowly, deeply, and meaningfully, leaving with insight, not just images.

My relationship with Morocco is not that of a destination, but of a lifelong conversation. Born and raised in Fez, I grew up listening to its streets, its silences, and its stories. Morocco shaped my sense of beauty, patience, and hospitality long before it became a place I shared with others. Through Sarah Tours, I return not as a guide reciting facts, but as someone introducing a trusted friend, honouring the land, the people, and the wisdom passed from one generation to the next.

Seeing travellers misled, rushed, or poorly cared for made me stop and say, “I can do this better.” Better with honesty, better with listening, and better with respect, for the traveller, the host, and the place itself. That belief became the foundation of Sarah Tours.

We invite you to explore Morocco and beyond with our small group tours 6-12 people, or customized private tours and become part of something greater with travel that is immersive, inspiring, and sustainable.

Warm regards,
Hamid Mernissi
President, Sarah Tours, Inc.