From a childhood passion to a committed mission

Born in Rabat, Morocco, and a graduate of Mohammed V University, Imad Aomari has always had a deep connection to the mountains.

From a young age, he grew up between the city and the peaks, exploring the Atlas Mountains through family hikes, scout camps, and wilderness trips.

This passion became a vocation.

In 2017, as part of his Master’s degree in Hospitality and Tourism Management, Imad dedicated his final project to the digital marketing of Toubkal National Park. For several months, he studied the region, its potential, and its challenges.

But beyond theory, he chose to experience it firsthand.

He spent a full month in the field, exploring the park’s trails, meeting the locals, and immersing himself in the reality of the High Atlas. It was there that a clear vision was born: to create a more authentic, more human-centered tourism with a strong local impact.

After graduating in 2017, he worked for over a year in Essaouira to gain professional experience before launching his project.

In December 2018, Toubkal Community was founded.

The first trek was organized in August 2019 with a group of British hikers. Imad himself led this first adventure—a pivotal experience that marked the beginning of rapid growth.

Since then, Toubkal Community has grown.

Thousands of hikers have enjoyed unique experiences with us. Local guides, artisans, and partners have joined the adventure, creating a true community built around strong values.

Today, Toubkal Community is much more than a business.

It is a social impact mission that aims to empower local communities, promote sustainable tourism, and showcase the richness of the High Atlas Mountains through authentic and responsible experiences.