This is the era of Susan Boyle.

Four decades of marketing speech, result in an increasing popularity of that what is not branded, not streamlined, or is not the end product created by marketing departments.

For the tourist industry in Morocco, authenticity has become the new mantra. Of all the guesthouses in Morocco, and they run into the thousands, few will be those that do not market themselves as being authentic.

It goes without saying: in many cases, that is marketing too.

If you are about to travel to Morocco and are thinking about a stay in a riad guesthouse, and if you are a first timer at that, than you can relax right now. The overwhelming majority of riad guesthouses are well managed, clean, with friendly staff, and the right details that will make you leave Morocco with fond memories.