{"id":33390,"date":"2019-03-07T08:30:00","date_gmt":"2019-03-06T21:30:00","guid":{"rendered":"https:\/\/www.intrepidtravel.com\/adventures\/?p=33390&preview=true&preview_id=33390"},"modified":"2025-02-25T02:04:58","modified_gmt":"2025-02-24T15:04:58","slug":"zina-intrepid-travel-morocco","status":"publish","type":"post","link":"https:\/\/www.intrepidtravel.com\/adventures\/zina-intrepid-travel-morocco\/","title":{"rendered":"Meet Zina, the Intrepid General Manager fighting for gender equality in Morocco"},"content":{"rendered":"

Zina Bencheikh\u00a0is not your average Moroccan woman.<\/strong><\/p>\n

For one,\u00a0she is the General Manager of\u00a0Intrepid Travel\u2019s Morocco\u00a0office, which is\u00a0responsible for\u00a0operating\u00a0Intrepid\u2019s trips across Europe<\/a> and North Africa<\/a>.\u00a0For another,\u00a0she\u2019s highly educated,\u00a0having studied abroad and previously lived in the UK, Canada and France,\u00a0thanks to her travel-loving parents. And finally\u00a0\u2013\u00a0and\u00a0perhaps\u00a0most uniquely of all\u00a0\u2013\u00a0she\u2019s recently taken\u00a0on the Moroccan government, lobbying them to\u00a0provide tour guide\u00a0licenses to\u00a0more\u00a0women,\u00a0in a bid to combat the current female unemployment rate of 75\u00a0per cent.<\/p>\n

VIEW OUR RANGE OF MOROCCO TRIPS<\/a><\/strong><\/p>\n

Talking to Zina over Skype recently, her passion for\u00a0unapologetically\u00a0supporting other women\u00a0in her country\u00a0is evident.<\/p>\n

\u201cI think Western women don’t often\u00a0realise\u00a0that to be a woman in Morocco is already a challenge. It’s\u00a0a challenge on a daily basis. I don’t think\u00a0things have changed much in the past 30 years,\u201d says Zina.<\/p>\n

A\u00a0huge challenge\u00a0for\u00a0Moroccan\u00a0women\u00a0is the lack of\u00a0quality\u00a0education\u00a0available, which leads to little or no\u00a0employment\u00a0opportunities. Even today,\u00a0more than 80 per cent of\u00a0women\u00a0who live in rural Morocco\u00a0can\u2019t\u00a0read or write.<\/p>\n

\u201cThis is why I often make parallels\u00a0with some of the problems that women have in Western countries. They\u2019re\u00a0very,\u00a0very different\u00a0because in Morocco it\u2019s\u00a0a lack of\u00a0very basic rights that we\u2019re talking about,\u201d Zina explains.<\/p>\n

\"female

Intrepid travellers in Morocco. Image by Ryan Bolton.<\/p><\/div>\n

Zina has a\u00a0master\u2019s\u00a0degree\u00a0in finance and previously worked as a senior auditor in a top-tier accounting firm in Paris. She met her Moroccan husband in the\u00a0French capital, but it wasn\u2019t long before they realised\u00a0they wanted to move back to Morocco.<\/p>\n

\u201cThere were opportunities for us because it\u2019s a developing country, but it’s also good for the country because if people like us don’t come back\u00a0and try to\u00a0make a little bit of difference, then who will?\u201d says Zina passionately.<\/p>\n

\u201cIn Marrakech, you often find that general managers of companies are French or\u00a0British \u2013\u00a0when\u00a0I started in this office I\u00a0was\u00a0the\u00a0only Moroccan manager.\u00a0When\u00a0Intrepid\u00a0found me,\u00a0I had this feeling that they were like,\u00a0\u2018Oh\u00a0finally\u00a0we have found\u00a0a Moroccan who is able to be a manager\u2019,\u201d laughs Zina.<\/p>\n

\u201cI would have waited another five or ten years to become a manager in France because I was really young.\u201d<\/p>\n

Zina explains that\u00a0as\u00a0a 27-year-old woman when she returned to Morocco, it was really only foreign-owned companies like Intrepid that considered her as a potential employee.<\/p>\n

BOOK YOUR PLACE ON OUR MOROCCO WOMEN’S EXPEDITION<\/strong><\/a><\/p>\n

In 2017, Intrepid set themselves a goal to double the number of female leaders they have worldwide by 2020. This is easier said than done in countries like Morocco, but that hasn\u2019t stopped Zina.<\/p>\n

\"Meeting

Meeting the locals. Image by Ryan Bolton.<\/p><\/div>\n

In Morocco, tour leaders need to obtain a tourism guide license from the government by passing a test. Zina explains that one of the biggest challenges has actually been pressuring the government to\u00a0offer the tests to citizens.<\/p>\n

\u201cBetween September 2017 and February 2018, we lobbied the Minister of Tourism to deliver more licenses.\u00a0I\u00a0even\u00a0got the Ambassador\u00a0of Australia involved. Finally, the government agreed to offer another test and deliver licenses to some of those who passed, which is a huge achievement because\u00a0the\u00a0last\u00a0test\u00a0was\u00a010\u00a0years before that.<\/p>\n

\u201cI think the government realised it was a real issue,\u00a0and in February this year, they announced they would run more regular tests for the next six years\u00a0until there are\u00a0enough guides in Morocco. That means it will open more\u00a0job\u00a0opportunities\u00a0for women, so we are making a lot of noise about it to spread the\u00a0word and get women who are passionate about travelling to apply \u2013 we will even sponsor them to take the test.<\/p>\n

\u201cFor me, it\u2019s\u00a0not just about getting more guides in our\u00a0Intrepid team;\u00a0it’s\u00a0getting more female guides\u00a0in the whole country.\u201d<\/p>\n

READ MORE: MISGIVINGS ABOUT MOROCCO? HERE’S WHY YOU SHOULD CAST THEM ASIDE AND VISIT NOW<\/strong><\/a><\/p>\n

It\u2019s not just the government who are listening to Zina. The United Nation\u2019s 2019 gender equality report, which will be released at this year\u2019s ITB Travel Show,\u00a0mentions the work Intrepid are doing in this space.<\/p>\n

\"A

A female chef teaches travellers how to make a classic tagine.<\/p><\/div>\n

Having garnered a fair amount of international press for her work, Zina said she regards herself as a role model for all young girls, Moroccan or not.<\/p>\n

\u201cI have seen other young women in the business see what has happened to me and it\u2019s\u00a0actually beneficial for them to\u00a0have a role model.\u00a0One of these girls\u00a0could be the\u00a0next\u00a0General\u00a0Manager\u00a0of Morocco, you know, and I’m happy about that. Even some of the female leaders in Europe, they see\u00a0their manager who has been able to achieve all of this and they\u00a0realise they\u00a0can\u00a0do it too.\u201d<\/p>\n

Under Zina, the Marrakech office has grown from eight staff to 45.<\/p>\n

SUBSCRIBE TO INTREPID\u2019S NEWSLETTER FOR TRAVEL STORIES, COMPETITIONS & MORE<\/strong><\/a><\/p>\n

\u201cWe\u2019re\u00a0looking after the fastest growing region in the world. In the last year, we\u2019ve seen\u00a0over 40 per\u00a0cent growth for Europe\u00a0and the\u00a0Middle East,\u00a0especially\u00a0in\u00a0Jordan<\/a>\u00a0and\u00a0Egypt<\/a>.\u201d<\/p>\n

Zina firmly believes a huge reason Morocco as a destination for Intrepid is performing so well is because of the culture and values of the\u00a0business she has built.<\/p>\n

\u201cThe Marrakech office has\u00a0B Corp certification<\/a>\u00a0and is the only travel business\u00a0in\u00a0the whole of\u00a0Morocco\u00a0to be certified. So, now\u00a0I want\u00a0to work towards our other North Africa and European offices all being certified and having more female managers. I really believe in the purpose-beyond-profit side of our business, because that is what I\u00a0think\u00a0has made Morocco what it is.<\/p>\n

\u201cWhen I first started working with Intrepid, it was such a good\u00a0surprise\u00a0to find myself in\u00a0a company that believes in people\u2019s abilities and doesn\u2019t\u00a0care about the rest.\u00a0It\u00a0didn’t matter how old I was or where I was from. In fact, they have\u00a0policies against discriminating against harassment\u00a0\u2013\u00a0I\u00a0think that was the best part,\u00a0and because of that I am still being\u00a0given so many opportunities to grow all the time.\u201d<\/p>\n

Learn more about what Intrepid Travel are doing to support the fight for gender equality<\/a>.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Zina Bencheikh\u00a0is not your average Moroccan woman in many ways…<\/p>\n","protected":false},"author":15978,"featured_media":33399,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"enabled":false},"version":2}},"categories":[455],"tags":[46,56,16,523],"class_list":["post-33390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature","tag-europe","tag-middle-east","tag-morocco","tag-north-africa","ipf_region-morocco"],"acf":[],"yoast_head":"\nMeet Zina from Intrepid Travel Morocco | Intrepid Travel Blog<\/title>\n<meta name=\"description\" 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