There are some destinations so iconic that many travel agents feel they know them before they've even visited. Morocco is one of them. The North African nation is famed for the bustling souks of Marrakech, the rolling dunes of the Sahara, the dramatic Atlas Mountains and miles of beaches along its Atlantic and Mediterranean coastlines.

"It was an absolute assault on the senses – in the best way," says Vanessa Good, director of The Good Travel Company in Ayrshire, recalling a recent fam trip with G Adventures that brought the Morocco she had always imagined vividly to life.

Although the trip tapped into the country's highlights, Vanessa discovered how G Adventures tours are about much more than ticking off the bucket-list sights. Community experiences are woven throughout, giving travellers a deeper understanding of the destination while supporting local initiatives and social enterprises.

Good explains how the experience has redefined her perception of Morocco: “When you tour with purpose and understanding, it really changes how you see a place.” 

'You can see on people’s faces it has genuinely changed their lives'

One of Good's stand-out moments involved a visit to the Trees for Days project in the Atlas Mountains, a tree-growing initiative supported through G Adventures' partnership with Planeterra.

During the nursery visit, she planted a sapling of her own and saw mature trees and flowers planted by travellers months and even years earlier – tangible evidence of the project's long-term impact. The nursery also grows fig, pomegranate and lemon trees, supporting both the local ecosystem, as well as agricultural livelihoods.

"You could actually see the impact – from planting at a grassroots level right through to what it means for the community years later," Good shares, saying the experience became an unexpected highlight.

Vanessa Good

Nearby, the group enjoyed lunch at the Achbarou Women's Co-operative, where local artisans have transformed traditional carpet-weaving skills into a sustainable source of income through tourism. The initiative not only supports local families but also helps preserve a cultural craft that might otherwise have been lost. 

"When you look at people's faces and realise this has genuinely changed their lives, it really stays with you," Good adds. "Sharing the beautiful lunch they prepared for us with them, you could really feel the community spirit."

This connection with strangers became a defining theme throughout the tour. With G Adventures groups capped at 16 travellers, Good says it didn't take long for guests to become friends: "When everyone steps outside their comfort zone together, barriers come down really quickly and you start looking out for each other.”

Good credits the group camaraderie – and the reassurance from their local tour leader, or CEO – Chief Experience Officer – as the reason she was able to conquer her fear of camping in the desert overnight, saying it was one of the "best experiences" she’s ever had.

“At night, in every direction you looked there were stars – even shooting stars – and in the morning, the sunset was so incredible, everyone [on social media] thought it was AI,” she laughs. “I'm so grateful to have had that overnight experience.”

'Bring the experience to life first – the positive impact is an added bonus'

So, who are these tours best suited to? "It's for people who are looking for an experience, and have their eyes wide open about the world," says Good. “It’s something that gives perspective and teaches you about a culture in a way you can’t get on a standard excursion.”

That doesn't mean the appeal is limited to one type of traveller. "It's certainly not for clients looking for a fly-and-flop holiday," she states. "But I had a luxury client book her first G Adventures tour in January. She's since travelled twice more and has just booked her fourth trip of the year."

Vanessa Good

When it comes to selling positive impact tours, her advice to fellow agents is simple yet effective: "Bring the experience to life and talk about the memories it creates," she says. "The positive impact then becomes an added bonus."

And G Adventures will always be one of Good’s top recommendations for clients: “G really sets the bar, using a ‘Ripple Score’ on its itineraries so your customers can make sure it really does stay in the local economy and with local people – and we saw that first-hand, from the tree planting nursery to the women's cooperative and beyond.” 

For Good, the fam was a reminder of the value of stepping outside your comfort zone, and she would encourage any of her customers to do the same.

"It definitely changes you as a person," she reflects. "I came back with a big smile on my face – and it hasn’t left since."