From the Moroccan desert to a successful ITB newcomer
The founder of Elixir Morocco explains how his personal roots led to organising authentic desert tours – and why smaller operators can also benefit from ITB Berlin.
For this exhibitor, becoming part of the international tourism industry began a long way from the exhibition halls – in the vastness of the Moroccan desert to be precise. Having grown up in a region that is now key to his business success, he later set up a travel agency – DMC Elixir Morocco – and today organises authentic tours in the Moroccan desert.
When he first registered for ITB Berlin, he initially assumed that the show targeted both trade visitors and the general public. However, in 2023 ITB Berlin became an exclusively B2B event. Once at the show, he quickly discovered its importance as an international platform for networking and doing business in the travel and tourism industry. Numerous international tour operators and industry partners showed great interest in his authentic desert tours and other travel products – an experience that far exceeded his expectations.
Ahmad Oukhatour at a tea ceremony: Authentic desert experiences at the heart of Elixir Morocco. © Elixir Morocco
In this interview he explains how his personal background has shaped his products and why smaller operators in particular can benefit from taking part in the World’s Largest Travel Trade Show.
Young Ahmad Oukhatour – shaped by his cultural roots. © Elixir Morocco
1. You grew up in the Moroccan desert. Can you tell us a bit about your childhood and how your experience shaped your passion for the desert?
I grew up in Zagora in the Drâa Valley in southern Morocco, a town we call the ‘Gateway to the Desert’. For us, the Drâa valley is not just a landscape featuring a river and oases, it is one of Morocco’s most important cultural heartlands, a place shaped over centuries by life in the oases, caravan routes, fortified settlements, agriculture, migration, exchange and coexistence. Our roots lie with the Amazigh (Berbers), tied in with the vast world of the desert, the memory of nomadic life and the oasis culture of the Drâa. In our family history, this region has always been a place where different peoples, traditions and ways of life have coexisted: Amazigh, Arabs, Jews, nomads and oasis communities. This long history of diversity and coexistence is still reflected in how we welcome people today. My family is descended from a nomadic family of the Aït Atta Berber tribe. My grandmother was born in the desert. To this day, she recalls a time when the desert was still green and was inhabited by many animal species. Later on, my parents settled in Zagora. I had a very happy childhood, secure in a large family and surrounded by many relatives. Back then, the region had significantly more water and I even learned to swim in the Drâa River. The desert has always been a special place for me. Whenever I get the chance to sleep on a sand dune under an open sky I have a clear mind and my heart is at peace. You don’t need much to live in the desert. However, it is essential to wear a head scarf to protect oneself from the sand and sun.
At the age of 16 I started working in tourism. It was around this time that tourism in the region began to develop, especially desert tours, multi-day round trips and highlights for visitors, who wanted to stay a night or longer in a desert camp.
The desert is still a part of me today. Even after so many years in Switzerland I feel a deep connection with my roots.
Travelling vast desert landscapes: Ahmad Oukhatour riding a camel with his daughter on his lap. © Elixir Morocco
2. Through your travel agency, Elixir Morocco, you now run tours specifically in this region. What makes the desert experience you organise so special for visitors?
Elixir Morocco organises more than desert tours. However, over the years we have increasingly found that this type of tour offers something special to visitors. The desert is a place far removed from civilisation and the hustle and bustle of everyday Western life. It conveys something that allows people to reflect in on themselves. It is very important to me to accompany travellers on this journey. I have no fixed idea of what the desert conveys, but I am always moved to see what it stirs within people. Encounters with the few remaining nomads and their deeply nature-oriented way of life, and whom we often visit, and the starry nighttime skies awaken an inner reflection, contemplation and renewal in many visitors. We pay great attention to ensuring our visitors feel safe and well looked after at all times. It is also very important for us that the people and animals we work with are always treated with respect.
Paul Downing (left), commercial director, and Ahmad Oukhatour (right), who owns Elixir Morocco, on their stand at ITB Berlin. © Elixir Morocco
3. This year was your first time at ITB Berlin. What were your expectations of the show?
Yes, it was the first time we were able to take part in such a large trade show. We were all the more delighted therefore that ITB Berlin far exceeded our expectations. We were able to establish valuable leads with prospective customers and were delighted with the level of interest in the stand and our country. The numerous conversations we had with people who had already experienced Morocco were really fascinating. Over a cup of Moroccan tea they told us about their travels, and we were immediately able to strike up an open and warm exchange.
4. You had originally assumed this was also a trade show for consumers. What was your reaction when you realised it was an exclusively B2B travel event?
That is correct. We had to focus on this very specific show segment at relatively short notice to ensure we met its needs as effectively as possible. It was important for us to not only win people over with interesting stories, but to also be well-informed and professionally prepared for sales discussions. We succeeded thanks in no small part to our commercial director, who did a great job briefing the entire team. We also got together every evening as a team to ensure we were on the same page and conveyed the same message. That way, we were able to maintain a consistent and professional presence throughout the entire show. Looking back, it was a great success.
5. Despite this initial surprise, demand for your tours was very high. Which conversations and meetings do you particularly recall?
At the end of each day we would gather for a team debriefing, with every team member sharing their personal highlights. This allowed us to appreciate and celebrate individual success, and that of Elixir Morocco as a whole. I found the many conversations with representatives from countries I hadn’t previously known, such as Turkmenistan and India, particularly fascinating. Despite the many differences between our countries, there were a surprising number of things in common, which immediately led to a lively and open exchange.
6. With this experience in mind, what advice would you give to other smaller tour operators who are considering exhibiting at ITB Berlin for the first time?
Careful preparation and a well-functioning team are crucial. Trade show days are intense and demanding, so it is important to be clear in advance about your expectations and the goals you wish to achieve. It is very important to have clear objectives, as they can be aligned with the company’s strategy. It is equally important to be open to new ideas, as fascinating encounters, unexpected inspiration and new business ideas often arise at precisely these events.
The success story of Elixir Morocco demonstrates how ITB Berlin can also benefit small and specialised operators. As a global platform with an international portfolio of ITB events in Europe, Asia and the Americas, it promotes networking and business development across the entire tourism value chain and brings together stakeholders from all over the world. At the same time, it serves as a barometer of trends and catalyst for innovation, opening up new and promising prospects for future partnerships.
ITB Berlin 2027 will take place from 16 to 18 March 2027. This one-time change of dates takes intercultural aspects into account and enables Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan and then participate on all days of ITB Berlin.