After more than a decade working as a human resources manager, Hanaa reached a turning point. What always brought her joy was hiking, moving slowly through Morocco’s diverse landscapes, listening to stories shared by shepherds, women artisans, and farmers along the way. These encounters revealed to her that Morocco’s natural wealth was inseparable from its human richness. 

The name she chose for her project, L’Bled FIRST, reflects a simple yet profound idea: before exploring the world, discover your own country. In Moroccan Arabic, “bled” means “the country,” and through her initiative, Hanaa invites both locals and foreigners to see Morocco not as a backdrop for photos, but as a living ecosystem of cultures, traditions, and landscapes worth protecting. 

At its heart, L’Bled FIRST promotes eco-responsible, community-based tourism. Each experience is designed to be immersive and intentional, whether it’s a trek through hidden mountain trails, a pottery class in a rural village, or a meditation session at sunrise overlooking the sea. Local women lead workshops in weaving, cooking, and traditional hammams; artisans teach their crafts; families host travelers in their homes. 

The impact of this approach goes far beyond tourism. By ensuring fair pay, sharing income across communities, and prioritizing low-impact practices, L’Bled FIRST helps sustain rural economies that are often left behind. The project also collaborates with cooperatives and universities, connecting Moroccan youth with international students through intercultural programs that blend field learning, environmental education, and cultural exchange.  

Still, the path toward sustainable tourism hasn’t been easy. Convincing travelers to choose eco-friendly trips over more conventional, comfort-driven tours required patience and education. Logistics in remote areas demanded creativity, coordinating transport, lodging, and meals while respecting environmental standards. Perhaps the greatest challenge, though, was building trust with rural communities while respecting sustainable tourism standards. 

Her perseverance paid off. Today, L’Bled FIRST has collaborated with major companies to organize eco–team building events, such as with Siemens Gamesa, and developed educational excursion programs for students from institutions like the American School of Tangier. The initiative has also hosted participants from international academic programs, connecting them with Moroccan universities such as ENCG, the International University of Casablanca, and ISADAC Rabat, as well as local associations. These collaborations include the design and organization of educational visits to key Moroccan cultural and media institutions, such as Bigguest Studio in Africa and Studio 2M.  

Beyond the accolades, including being recognized among Africa’s Top 50 Women Leaders by 2025, what truly drives Hanaa is seeing local impact. Rural women now lead workshops with confidence, young guides trained through L’Bled FIRST have become advocates for environmental conservation, and entire communities have discovered that sustainability can be not only ethical, but profitable, through what Hanaa calls a “local circular economy”. 

Determined to fully understand the landscapes she promotes, Hanaa decided to train professionally and became a certified mountain guide, the first woman and the first officially recognized mountain guide from the Tangier region. This milestone not only strengthened her expertise but also inspired other women to follow similar paths in sustainable tourism. 

Over time, L’Bled FIRST has grown into a movement, one that challenges traditional tourism models and redefines what it means to explore responsibly. Corporate teams join for eco-retreats that focus on well-being and environmental awareness; families and solo travelers embark on journeys that combine adventure with cultural immersion. Each trip tells a story, not only of Morocco’s breathtaking diversity but of the people who protect it. 

Her vision is to expand L’Bled FIRST nationally and internationally, creating a network of eco-destinations where tourism becomes a tool for education, preservation, and empowerment. 

As Morocco faces the pressures of modernization and climate change, initiatives like L’Bled FIRST are proving that another path is possible, one that values connection over consumption, and purpose over profit. Hanaa Lahniti’s story is not just about building a business; it’s about reclaiming a relationship between people and place, and reminding travelers that the most meaningful journeys begin at home. 

Don’t miss what’s next!  Follow L’Bled FIRST on FB and Instagram: @lbledfirst 

Through L’Bled FIRST, Hanaa continues to prove that tourism can be a force for regeneration, restoring both nature and human connection.