Marrakech – a name that evokes colors, spices, and tales from a thousand and one nights. Yet behind the ornately carved doors of the Medina, daily life for many young women tells a different story – one shaped by limited opportunities, a lack of role models, and economic dependency. This is exactly where the ABURY Hospitality Academy Marrakech steps in. Its mission: To provide young women aged 18 to 30 with professional training in the hospitality and gastronomy sector – and open the door to an independent, self-determined future.
The Reality for Many Women in Morocco
Morocco has made notable progress over recent decades – especially in urban areas. Yet gender inequality remains a major challenge. According to the World Bank, only around 23% of women of working age in Morocco are employed – one of the lowest rates globally. In rural areas, the situation is even more difficult: many girls drop out of school early to help at home or marry young.
Even in cities like Marrakech, educational and vocational opportunities tailored to young women are rare. While many bring the motivation and potential, the absence of clear career paths, networks, and targeted support means the job market remains out of reach. That’s where the ABURY Foundation comes in – with a holistic, innovative education program.
Our Approach: Skills, Support, and Real Opportunity
The ABURY Hospitality Academy Marrakech (AHAM) combines theory and practice – and empowerment with real employment prospects. The program is designed for young women who have had little or no access to quality education or vocational training.
Our training includes:
- Professional and practical education in partnership with local hotels and restaurants
- Soft skills workshops on confidence, communication, teamwork, and women’s rights
- English language courses and basic digital literacy training
- Technical instruction in cooking, housekeeping, service, nutrition, and hygiene
- Internships and on-the-job training with partner businesses
- Regular family lunches prepared by participants – to strengthen support and acceptance at home
A special feature of the program is our partnership with EHL Smile, the foundation of the prestigious École hôtelière de Lausanne. Capucine, a former EHL student, is spending several months in Marrakech to support us in developing a strong, hands-on curriculum and to mentor and qualify our local coaches – creating an exchange of knowledge at eye level.
Why Hospitality?
Tourism is one of Morocco’s most vital industries – and it’s growing steadily. In Marrakech alone, visitor numbers rose by 17% after the pandemic. There is an urgent demand for qualified staff in hotels, riads, and restaurants. Yet women remain vastly underrepresented in this field. This is not due to a lack of skill, but to entrenched gender roles and barriers to access.
With AHAM, we are closing this gap – and creating real job opportunities for women in one of the country’s key growth sectors.
Stronger Together: Our Partners
This program would not be possible without powerful partnerships. We’re proud to collaborate with:
- The German Postcode Lottery, providing strategic and financial support
- NENI Restaurants and 25hours Hotels, who contribute both funding and expert-led workshops
- Sisters of Paradise Riad, who generously host our Marrakech-based headquarters
More Than a Job: Our Impact
The Hospitality Academy is more than a training program – it’s a catalyst for lasting social change:
- Our participants become role models, inspiring their families, neighbors, and younger girls
- Families are actively engaged, helping shift attitudes toward women’s work
- Employers in the hospitality sector experience first-hand how competent, reliable, and passionate women are – and begin to rethink traditional hiring practices
- Women’s participation in society increases, along with their self-worth and financial independence
Our Vision
At ABURY, we believe: Only those who can imagine a better future for themselves can begin to create it. Many young women have never learned to dream – because no one has ever shown them it’s possible. With the ABURY Hospitality Academy, we’re creating a space where dreams can take root.
Because:
Every reality begins with a dream.
If you’d like to learn more about the Hospitality Academy, please email us at info@abury.org . Want to support the broader work of the ABURY Foundation? Learn more about our Friends Circle and other ways to get involved.
