Inside travel's unseen rescue mission in Morocco

Some travel brands operating in the area have charitable foundations, meaning they can legally take donations from sympathetic clients and former visitors to the region. This, coupled with their on-the-ground knowledge, has made them vital players in the rescue and reconstruction work.

The Intrepid Foundation, which draws on worldwide support, has now raised nearly £220,000 for its long-term partners in Morocco, the High Atlas Foundation and Education for All.

“While relief efforts have provided families with supplies like food, tents, and blankets, tens of thousands of people are still displaced,” said Zina Bencheikh, Intrepid’s managing director EMEA, who is herself from Marrakech and lives in Casablanca.

“Warm and secure shelter is now a priority with winter on its way – temperatures can reach well below freezing in affected areas.”

Explore launched its own foundation in July, and the earthquake was the first incident to which it responded. “Our initial effort was to donate £10,000 to the Red Cross,” said Hannah Methven, Explore’s sustainability specialist.

“We then contacted customers, and within 36 hours we had £20,000, which we match-funded.” The total has now risen to more than £61,000, with funds paid to the Red Cross. “It speaks of how precious Morocco is to our customers,” said Methven.

Explore is now examining what it can do in the affected communities its itineraries touch. “We plan to fund something more personal and long-term,” Methven added.

‘Huge amount being done’

The Eve Branson Foundation, named after the mother of Sir Richard, has first-hand experience of the affected area. It was set up in 2006 to improve the lives of villagers near Virgin Limited Edition’s Kasbah Tamadot riad, 45 minutes south of Marrakech. The property was damaged in the earthquake and will remain closed until March.

The foundation’s earthquake appeal has so far raised nearly £340,000. Charity spokesperson Naomi Moreno-Melgar said: “We are hoping it will go towards long-term rebuilding of the infrastructure in the areas around Kasbah. We sent teams from the UK with tents and sleeping bags, and Richard [Branson] flew out on a flight full of supplies. There’s a huge amount being done.”

She added: “Enabling employment as soon as possible is vital too, as is ensuring long-term tourism in the Atlas Mountains, which plays a critical role in the livelihoods of many Berber villages.”