Sofya Ouriach is the Founder of Journey & Memory, a boutique Destination Management Company based in Marrakech, dedicated to crafting bespoke luxury journeys across Morocco.

With over 14 years of experience in the tourism and hospitality industry, Sofya has developed a deep expertise in working with international markets, high-end travelers, and complex travel design, including FIT and MICE experiences. Her professional journey includes experience with leading luxury travel operators, such as Abercrombie & Kent Morocco, which has played a key role in shaping her refined understanding of service excellence, cultural sensitivity, and the art of delivering seamless, high-end travel experiences.

A graduate of ISITT (Institut Supérieur International du Tourisme de Tanger), Sofya also holds a Master’s degree in Tourism, Heritage, and Sustainable Development. Her academic journey, enriched by a background in economics and finance, reflects a strong foundation that combines strategic thinking with a deep commitment to responsible and meaningful travel.

Driven by a genuine passion for Morocco and its rich heritage, Sofya approaches travel as a form of storytelling — where each journey is carefully designed to create authentic connections, immersive experiences, and lasting memories.