About Itran Travel | We are a Family Run Business

About Us

itran / ⵉⵜⵔⴰⵏ / plural noun meaning stars in indigenous Amazigh language of North Africa.

We are Ella and Omar – from the UK and Morocco – and together we run unique tours around Morocco.

Itran Travel is family business born out of our love for Morocco and a desire to share this beautiful country with travelers looking to discover the real Morocco.

We focus on authentic, off the beaten track experiences around Morocco, and we work with small, locally-owned businesses to support local communities, helping our guests learn about the Amazigh (indigenous) way of life, with plenty of time for moments of adventure and relaxation!

We only offer private tours – so if you book a tour with us, you will be the only guests on the trip. This allows you to really enjoy your experience, travel at your own pace, and spend time doing the things that most interest you.

Our Mission

We love Morocco, and we want you to as well! Here are some things we love:

1. Taking guests on unique adventures through the cities, mountains and deserts of Morocco

2. Support local economies and communities

3. Sharing authentic and 'off the beaten track' experiences

Our Values

We founded Itran Travel driven by a desire to do something different in the travel industry. What do we mean by this?

We are a family run business, so if you travel with us, you’ll probably meet the whole family.
We focus on authentic, off the beaten track experiences.
We work with small, locally owned businesses to support rural communities and sustainable tourism.
We love to support women to enter the industry, and support female guides and women offering local activities.
Before your trip, you will receive your personalized itinerary and we’ll always be available to answer any of your questions, before and during your trip.

If you are looking for tailor made Moroccan adventure, get in touch for a quick chat.

Meet The Team

Ella

Co-founder

Ella takes the lead on bookings and planning your perfect trip. Outside of creating your dream itineraries, she is an anthropologist of Morocco. She previously lived in the High Atlas Mountains and speaks English, Amazigh, Arabic, French, and Spanish.

Ella works on girl’s education and women’s empowerment in the High Atlas, and on nomadic communities in the desert. Through her research, she has been able to set up unique experiences in rural communities which give guests an authentic cultural exchange as well as supporting rural communities and sustainable tourism.

Omar

Co-founder

Omar is the behind the scenes coordinator for your trip, making sure everything runs smoothly, from our drivers to our hotels and guides. Omar grew up herding goats in the desert and has been working in tourism in Morocco for over 10 years.

Omar’s favorite part of running Itran Travel is seeing guests experience the beauty of the desert. He particularly loves our off the beaten track desert trips, which give you a taste of nomadic life and support the communities where he grew up.

Youssra

Reservations Coordinator

Youssra is our Reservations Coordinator and guide for our High Atlas Discovery Day, and we are proud to have her on our team. As the first girl to finish her studies in her village, Youssra is a role model for other rural women entering the industry.

The tourism industry in Morocco is a male-dominated one, with only 4% of official guides being women. At Itran Travel, we are very keen to support women, particularly those from rural areas, to enter the industry.

Hamid

Driver & Guide

Hamid has been part of the Itran Travel Team since 2025, and is remembered by our guests for his kind, patient and caring personality.

Barak

Guide & Driver

Barak joined the Itran Travel family in summer 2025 and quickly became a favorite driver. Hailing from the desert, he speaks English, Spanish and Portuguese.

Hamid

Driver & Guide

Itran Travel is a family business, and Hamid is Omar’s big brother. He is one of our amazing driver / guides, known for his infectious energy and great car tunes.