28 February 2025

During my visit to Morocco in October 2025, I was fortunate to experience the incredible work of The Eve Branson Foundation, a small but impactful non-profit dedicated to empowering local communities. Watching the women at the craft centres was truly inspiring—they play a vital role in supporting community initiatives, including the new study centre project. The foundation’s journey began in 1998 when Eve Branson first visited the High Atlas Mountains and persuaded Richard Branson to purchase Kasbah Tamadot. In return, she committed to improving the lives of the local Amazigh (Berber) communities. Today, the foundation continues to uphold Eve’s vision by providing skills training, education, and healthcare to over 1,200 families. Through partnerships with Kasbah Tamadot and Virgin Unite, the foundation has established craft centres, built water wells, offered free dental care to thousands of children, and launched sustainable employment initiatives. The craft training programme, started in 2008, now equips local artisans with skills in textiles, embroidery, and woodworking, enabling them to sell their creations through the EBF Shop in Asni. The impact of this work was especially evident following the devastating 2023 earthquake. The Eve Branson Foundation, alongside Virgin Unite, mobilised emergency relief efforts, distributing essential supplies and raising over £1 million to support long-term rebuilding. The response highlighted the deep resilience and unity of the Berber people, who came together to restore their communities. Eve’s legacy remains strong, and her foundation continues to make a profound difference in the Atlas Mountains. My visit was a reminder of the power of community and the lasting impact of dedicated individuals working together to create sustainable change.

28 February 2025

The team at Kasbah is 100% Moroccan with most of the team employed from the local community. Their staff retention rate is exceptionally high, and figures suggest that each individual employed at Kasbah Tamadot supports up to ten other individuals in their extended family.

28 February 2025

I was so honoured to be invited to the reopening party at Kasbah Tamadot – what a blast we had! The famous Moroccan retreat in the High Atlas Mountains is back in full swing after its post-earthquake restoration. The party was amazing! For the past year, the hotel had been partially closed while it was being rebuilt after the earthquake, and now it’s finally ready to welcome guests again. Part of Virgin Limited Edition’s exclusive collection, the hotel has always been known for its exceptional Berber hospitality, with an all-Moroccan staff. Now, it’s reopened with the main building fully restored, a brand-new restaurant called Asayss, and six stunning new Riads. These Riads are set in a beautifully landscaped area with jaw-dropping views of the Atlas Mountains, and the property’s total room count has gone from 28 to 42. Sir Richard visited right after the earthquake and was heartbroken by the devastation, but he was inspired by the strength and warmth of the Berber people, even after they lost so much. The staff are incredible – so kind, professional, and welcoming. It’s clear that Sir Richard is deeply grateful to everyone who helped bring Kasbah Tamadot back to life. In the aftermath of the earthquake, the team, along with the Berber communities, came together to support relief efforts. Thanks to their hard work, they raised a remarkable £1 million for the Earthquake Emergency Relief Fund. Through it all, the staff were kept on, and the Berber Tents stayed open to support tourism and local relief efforts. And now, the Kasbah is officially reopened, bigger and better than ever, with all the original staff back on board. The new Riads are something else. They each have three bedrooms and can accommodate up to 10 guests. Every room has its own private bathroom, lounge area, and terrace, plus a spectacular Rooftop Tented Suite with a hot tub – a modern twist on a traditional Riad rooftop. Plus, each Riad has its own private pool area, with all the same incredible service and hospitality that the main hotel is known for. The interiors are beautifully Moroccan, with soft furnishings made by local artisans supported by The Eve Branson Foundation. You can book a Riad individually or take the whole thing if you’re traveling with family or friends and want more privacy. And of course, the iconic Berber Tents are still there, with private terraces and outdoor dining spaces (some even have hot tubs!). The main infinity pool is as stunning as ever, with 360-degree views of the Atlas Mountains, and there’s also a spa, Hammam, Moroccan cooking lessons, and guided hikes and bike tours in the mountains. I honestly can’t recommend this place enough.