What Morocco’s First Female Mountain Guide Can Teach the Travel Industry
Photo Credit: Zina Bencheikh, regional general manager Europe, Middle East, and North Africa at Peak DMC, right, and Hafida Hdoubane, a mountain guide in Morocco, center, on stage with Hannah Sampson of Skift. Skift / Russell Harper
Skift Take
Peak DMC has made hiring female tour guides a priority, working hard to try to rectify a gender problem. It hasn't always been easy, though.
About three years ago Peak DMC, Intrepid Group's destination management company, set itself a target of doubling its number of female guides.
"As a business we actually realized that we had a problem in terms of gender equality in our tour guides. Basically, we started to challenge ourselves three years ago and thought about, OK, are we actually doing the right thing?" Zina Bencheikh, regional general manager Europe, Middle East, and North Africa at Peak DMC,
