Tripadvisor has challenged three emerging photographers from the North African nation to immortalise a variety of cities through their vision, showcasing the authentic side to Morocco’s stunning cities, including Marrakech, Casablanca, Fez, Agadir and Tangier.
Their work will be displayed in an innovative pop-up exhibition on London’s Southbank between 14-16 February. Using Tripadvisor data, the event will highlight the reviews that inspired these photographs, providing context and background stories. The campaign aims to shine the spotlight on Morocco’s fresh talent, celebrating tradition and innovation, as well as all the country has to offer.
Moroccan mint tea will be offered to all visitors, while an AI photobooth will transport users into some of the photographs they will see at the exhibition, to help bring the country alive. Guests will also be offered the opportunity to be entered into a draw to win a holiday for two in Morocco.
Justin Reid, Director of Media, Destinations, Hotels and Growth, said: “Tripadvisor has developed a long-standing partnership with Visit Morocco, part of the Moroccan National Tourist Office, over the last 10 years, and we have collaborated on multiple projects with the aim of putting Morocco on as many travellers’ bucket lists as possible!
“We are delighted to be working with them once again to showcase this beautiful country and all it has to offer to those planning their next adventure. This year, we have challenged three of the most exciting photographers from the country to showcase their cities and give people a glimpse into Morocco through their eyes, giving visitors a new perspective on the destination.”
The African art market is set for huge growth, in part due to the global recognition of artists showcasing the region’s rich cultural heritage and creativity. With young people in Morocco making up 30 per cent of the population, the artistic scene has flourished. Enter a new generation of Moroccan photographers – a dynamic force that breathes life into this multifaceted country.
Through the Lens will feature the unique work of the following photographers:
Hind Bouqartacha: a Moroccan photographer, videographer and the owner of GUILE STUDIO, an art space studio based in Rabat, Morocco. Hind’s client portfolio includes international and Moroccan brands such as Billboard magazine, TLC, Dove, Getty images, and more.
Imane Djamil: a self-taught Casablanca-based visual storyteller who co-founded KOZ Collective in 2020. Her work has been exhibited internationally, including at the Institut du Monde Arabe in Paris, France and the Sharjah Biennale, UAE.
Rajaâ Khenoussi: an alumni of the VII Academy, and is based in Tangier, Morocco. Rajaâ is currently working on long-term projects that focus on marginalised communities and their innovative solutions to unsolved issues.
Tripadvisor x Morocco: Through the Lens takes place at Queen’s Walk, Southbank, London, on 14 February, 6:30pm-9pm; 15 February, 10am-8pm and 16 February, 10am-5pm. Entry is free and visitors do not need to book.
