Our Story


Our brand
Hi from the Souk & Co. team, it's lovely to meet you!
We are a vibrant Travel Design brand with a passion for creating bespoke, authentic, immersive journeys. A fully licensed travel company, with years of designing Moroccan travel under our belt, nothing excites us more than creating rich, life-changing experiences.
Our team

Seekers of the exotic and perfectionists alike, we're Sally and Hassan! In a fortunate stroke of serendipity we met and, in the Sahara Desert, the Souk & Co. concept began. Armed with a passion for Morocco we engage our insider knowledge & vast experience to design one-off journeys.

Sally splits her time between her family base in Sydney and her second home Morocco. Her skill set is a unique fusion of her careers and experience in both travel and design. With her passion, bubbly nature and trademark pink lipstick she infuses joy, enthusiasm and authenticity into every aspect of our brand.

"On an endless quest for bespoke treasures and experiences, you'll find me trawling the souks, sipping mint tea with traders and reigniting friendships with gorgeous locals who've welcomed me so warmly into their homeland."


Hassan is a proud Berber who lives in Morocco's beautiful coastal city, Agadir with his family. Armed with university qualifications in Tourism and Applied Linguistics (the man speaks five languages!) and a long established career as a tour leader, Hassan is our resident expert on the ground, head of our Moroccan team, and vegemite connoisseur.

"Morocco is full of surprises. In every corner of my beautiful country, I know the right roads to take, the best hotels, stores, workshops, museums, market stalls, restaurants and viewing points to stop at, and the tales behind the local traditions. My native Berber language in some areas is the only way to connect with locals."

Our journeys
Adventurers ourselves, we put our heart and soul into curating magical escapes that will leave you feeling enchanted, inspired & enriched, whether they're hosted group getaways or independent journeys. 
Our boutique sized groups are intimate, personal and amazingly fun, giving us flexibility to embrace unscripted experiences when they present themselves. We've forged wonderful friendships that open doors to private dinners, hands on artisanal experiences, and unique connections with truly hospitable locals.
If an independent trip suits you better we work with you to fine tune every detail of your itinerary, ensuring that you have an effortless, engaging & immersive escape, based on your interests and the way you love to travel. 
Our passion for boutique experiences means we personally handpick (and continue to seek) mouth-watering cuisine, authentically amazing opportunities and beautiful riads, Kasbahs and luxe tents to call home.
We'd love you to come and dine with us in tiled courtyards filled with scented orange blossom, sip wine on alfresco terraces and sink your toes into the warm desert sand as you dance under a carpet of stars.