The World Travel Awards title was decided by a year-long vote of travel industry professionals and the travelling public, with three other Moroccan operators on the shortlist.
Marrakech, Morocco — August 2026.
The Morocco Luxury Tours by Wow Luxury Tours has been named Morocco's Leading Tour Operator 2026 at the World Travel Awards.
The company was shortlisted alongside Marrakesh Express Travel, Morocco Discovery and Your Morocco Tour.
This is the first World Travel Awards title for the company, which was established in 2024. The award was announced as part of the 2026 Africa results, following the World Travel Awards Africa Gala Ceremony held in Zanzibar on 29 August.
The Morocco Luxury Tours is a private tour operator that designs bespoke multi-day luxury tours in Morocco. Founder Asaf Peled has worked as a registered guide since 2012. Planning, booking and on-the-ground guiding sit with a single operator.
What Are the World Travel Awards?
The World Travel Awards were established in 1993 to recognise excellence across the tourism industry. Winners are now treated across the sector as a benchmark for quality.
Titles are awarded at three levels: country, region and world. Country winners feed into regional gala ceremonies, and regional winners compete for global titles at a Grand Final.
The result is not decided by a judging panel. Voting runs across the year and draws on two groups: qualified travel industry professionals and the general public. You can read the full process on the World Travel Awards how it works page.
The 2026 programme opened in Zanzibar and continues through the Maldives, Jamaica, Montenegro and the United Arab Emirates, with the Grand Final in Tanzania.
Graham Cooke, Founder, World Travel Awards, said of the Africa winners:
"Our winners represent the very best of the travel and tourism sector, and we congratulate them on their achievements in helping to shape its future."
What This Award Means for Your Morocco Trip
1) The vote came from travellers and the trade
No entry fee buys a World Travel Awards title. The result reflects the judgement of people who work in travel and people who have travelled.
2) The comparison was country-level
The shortlist was four operators working the same ground in Morocco. The category measured them against each other, not against operators in other markets.
3) Every itinerary is built from scratch
Most operators run a fixed route and place each traveller on it. The Morocco Luxury Tours starts with what the traveller wants to feel and experience, then designs a multi-day itinerary around that.
4) The ground operation is vetted
Every guide, driver, route and restaurant is checked before a traveller meets them.
5) One operator carries the whole trip
Planning, bookings and guiding are handled in-house. There is one point of contact and one point of accountability from the first enquiry to the final day.
Asaf Peled, founder of Wow Luxury Tours, said:
"Too many travellers come home having seen everything and felt nothing. We build each journey around the moments a family will still talk about years later. This award tells us that approach is being recognised."
The Morocco Luxury Tours: Private Luxury Travel in Morocco
The Morocco Luxury Tours is operated by Wow Luxury Tours Ltd, founded in 2024 by Asaf Peled. Asaf has worked as a registered guide since 2012 and founded sister company Shin Tours in 2018.
The two companies split by focus rather than geography. Wow Luxury Tours handles luxury private travel. Shin Tours specialises in Jewish heritage travel, including Jewish heritage tours in Morocco.
Both operate across Morocco, Egypt, Jordan, Israel and other countries in Europe and North Africa.
In each country, the company works with a network of local partner guides. That structure keeps the ground knowledge local while the itinerary design, booking and client relationship stay with one team.
The result is a private operator that travellers deal with from first enquiry through to the final day of the trip.
Plan Your Morocco Journey
Share a few details about your group and what you want from the trip. The Morocco Luxury Tours will design a tailor-made itinerary, free of charge, before any booking commitment.
Request your free Morocco itinerary.
Useful Links
World Travel Awards
