MARRAKECH — Travel. It’s the best of times and, at other times, filled with logistics best left to an expert. So there’s something about being treated like a VIP from the moment you land.

When I arrived in Morocco for the sneak peek of the National Geographic Signature with G Adventures collaboration of high-end itineraries, I was greeted shortly after exiting the jetway and instantly set at ease.

My greeter escorted me through the Immigration Fast Track, then walked me to baggage claim and customs, where I bypassed the line and placed my bag on the x-ray machine belt for one last inspection. Once through, we strolled to the exit, where she handed me over to my driver.

Seamless, especially for clients who may have travelled overnight to get here.

“When we started thinking about this new product, we first asked, ‘what would make it better than what’s out there?’” Yves Marceau, VP, Product, G Adventures, tells me, while we’re enroute to a visit to the medina in Marrakech after checking into our 5-star villa accommodations at The Oberoi, Marrakech.

On a premium product, there may be arrival transfers, Marceau says. “But for Signature, we wanted white glove service, from the time you come off the plane, to the time you check in at the airport.”

NEXT LEVEL PARTNERSHIP

The relationship between G Adventures and National Geographic Expeditions goes back more than a decade, including National Geographic Journeys and National Geographic Family Journeys, but it was time to take it to another level. Known as a global leader in authentic community tourism, G Adventures’ small-group journeys match the expertise and storytelling that National Geographic Expeditions brings to the table. From that, National Geographic Signature with G Adventures was created.

This new 10-year partnership was revealed on World Tourism Day at the 2025 GX Summit in Amman, Jordan, by G Adventures founder Bruce Poon Tip.

“The real excitement around National Geographic Signature is the incredible potential it holds for Canadian travel agents. This product line opens the door to a highly lucrative market, specifically, travellers who are willing to invest in premium comfort but still crave deep, meaningful community tourism,” says David Green, VP Customer Sales and Operations and Managing Director, Canada.

Delicious wares at the medina in Marrakech

DISCOVERY & COMMUNITY IMMERSION

We’re back on the bus, and we find a box on each seat. Inside is a scented candle inspired by a sacred Zen temple. But wait, we’re in Morocco. “This is the essence that they burn during a guided meditation for one of our Signature Moments in Japan,” Marceau says. “It’s in a temple in Kyoto that we book exclusively for an hour. An experience where you can actually learn how to meditate. And afterwards, we have lunch with the community.” The best of both National Geographic and G Adventures’ worlds – discovery and community immersion.

It’s a comprehensive experience that embodies the pillars and the essence of what the National Geographic Society strives to do around the world, he adds, around exploration, discovery, science or storytelling.

And here, in Marrakech, it is all about the story. Today, our chief storyteller and guide is Zuhair, and he’s a commanding presence. Tall, dark and dressed head to toe in white, he’s easy to spot and easier to listen to. As he practises Hikayat (the ancient art of storytelling), he weaves traditional tales in perfect English into his tour of the medina, his Moroccan fables as old as the alleyways we walk through. There’s a lesson to be learned from each; how the spirit of generosity and humbleness make for good human connection. Like the mission of G Adventures itself.

Chief storyteller and guide, Zuhair, weaves traditional tales in perfect English into his tour of the Marrakech medina

“HIGH-END PRODUCT THAT CAN SCALE ADVISORS’ BUSINESS”

“For agents, this represents a unique commercial opportunity to elevate their average booking value and connect with a clientele that might not have considered G Adventures in the past,” Green says. “We want to work hand-in-hand with Canadian advisors to help them capture this gap in the market, giving them a high-end product that can significantly scale their business.”

Over the next three days – led by Brahim Aztat, our National Geographic Expedition Leader, and Khadija Amahal, our National Geographic Expert, who is also Amazigh, an Indigenous people of Morocco – we experience cultural immersion and community outreach mixed with award-winning dining and elevated traditions around hospitality.

Yes, we visit the stunning palaces Bahia Palace and the Medersa Ben Youssef that are now museums and hear the stories of their one-time noble owners, but the opportunity to meet the local people is what stands out most.

We take tea at Maison 1112, a lovingly restored riad (a traditional Moroccan grand house with a central open-air courtyard), and learn how our host, Tareq, and his sisters, under their father’s guidance, have made it their mission to preserve these historic homes. We are treated to traditional Moroccan mint tea and homemade cookies, sprinkled with sesame seeds. It is a key to hospitality here: every guest, no matter in what home, is welcomed by a hot cup of tea and sweets.

The 12th-century minaret of the Koutoubia Mosque in Marrakesh

WOMEN-LED ENTERPRISES

Dinner at El Fassia, a female-owned and operated restaurant, sets the tone for the female-led enterprise we also experience the next day. The traditional Moroccan cuisine is delicious and the wine is also excellent. Although the population of Morocco is predominantly Muslim, where a segment of the people abstain from drinking alcohol, many high end establishments offer a finely curated wine list.

A visit to the women-founded and operated weavers co-op Zarbiat Achbarou is as emotional as it is enlightening. As we enter the building, we’re greeted by a call and response song of women weavers of all ages at work while serenading us. They invited us to take a try at the looms they were bent over, their fingers dancing, intertwining the threads into predetermined patterns. The co-op’s founder, Samira Driwich, and her team of artisans then invite us to share their lunch: fresh-from-the vine tomato salad, a vegetable and a chicken tajine and, of course, hot sweet mint tea.

Driwich shares her personal story – one of young marriage and teen pregnancy but, also, a husband who is supportive of her community endeavour, and her ability to impress upon her children its importance. A few tears are shed. Suddenly, music starts, the women start their song again, dancing and clapping and beckoning for us all to get up and join. And we do. A bittersweet farewell, laughing so hard, our cheeks hurt.

With emotion also comes the need for respite, and taking a relaxing dip in my private pool at The Oberoi gave me pause to think on the trip. It was both a learning experience and a vacation that felt meaningful as much as it was restful.

A visit to the women-founded and operated weavers co-op Zarbiat Achbarou is as emotional as it is enlightening

G FOR GOOD TREES FOR DAYS

There’s one more mission I must accept: planting trees for G Adventures’ G For Good Trees For Days initiative.

After planting my fig tree, I took to the shade where carpets had been laid picnic style. In view of the Atlas Mountains, our host Yusuf serves us freshly brewed Moroccan mint tea – not from a thermos, but from a silver teapot, called a berrard, elegantly high-poured from its curved spout. A tray of mixed nuts, many from local trees, is passed around to accompany the tea.

A shared experience with travellers from all over the world that will, here in Morocco, positively influence generations to come.

Planting trees for G Adventures’ G For Good Trees For Days initiative

RESOURCES FOR AGENTS

• National Geographic Signature training module, now available in the Agent Backpack.
• Monthly ʻIn the Loop’ webinar for a quick blast of G Adventures insights and product updates. RSVP at this link: https://gadvnt.rs/InTheLoop
• G Adventures’ Canadian Agents of Change Facebook community, for the latest trip launches, exclusive contests, sales updates, marketing ideas, and conversations with fellow advisors who are turning inspiration into bookings every day. facebook.com/groups/GAdventuresCdnAgentsOfChange
• G Luxury(ish) webinars to highlight The Geluxe Collection, Journeys and Signature (booked as partner exclusive trainings)
• As part of G Adventures’ Trees for Days initiative, a tree will be grown for each day a traveller is on a Signature Expedition. G Adventures has grown more than 6 million trees (and counting), which help to bring long-term benefit to local communities who are facing the effects of the climate crisis emergency.

17 new trips were added to the National Geographic Signature by G Adventures collection just last week; click here for details. All the trips in the National Geographic Signature with G Adventures portfolio can be found here.

Lead image caption: Madrassa Ben Youssef, Marrakech (all photos courtesy Bella Falk)