Exploring the Agafay Desert Differently: Our Take on Electric Adventure
Updated: Sep 3
Morocco has experienced significant growth in tourism in recent years. In 2025, the country welcomed 19.8 million visitors, representing a 14% increase in arrivals compared with 2024.
Marrakech is very much part of this momentum, attracting an increasingly international clientele looking for its heritage, culture and lifestyle, but also for its wide-open spaces and outdoor experiences.
Just a few kilometres from the city, the Agafay Desert has become one of the emblematic destinations for these new experiences.
But as visitor numbers continue to grow, one question naturally arises: can we continue to explore these landscapes in the same way, or can we imagine a different way of experiencing adventure?
This is the idea behind Allmoov Marrakech.
A Different Perspective on Morocco's Trails
For Jérôme Rivière, the founder of Allmoov Marrakech, this question is also deeply personal.
A French expatriate who has lived in Morocco for around 40 years, Jérôme has spent decades exploring the country's landscapes. With 19 Paris-Dakar participations and 12 Atlas Rally participations, he knows Morocco's tracks and remote territories particularly well.
Over the years, he has also witnessed how some landscapes have changed, with certain previously preserved trails increasingly marked by intensive motorised activity. This experience led him to look at outdoor adventure differently.
The idea was not to replace traditional forms of adventure, but to offer another way of discovering Morocco: quieter, closer to the landscape and based on electric mobility.
The Electric Adventure Challenge
This is where Allmoov Marrakech comes in. The concept is simple: explore Morocco's trails using electric vehicles, while preserving the sense of adventure that makes these territories so special.
Allmoov offers electric mountain bikes (E-MTBs) and enduro electric scooters, designed to take riders off the beaten track and into the landscapes surrounding Marrakech.
Electric mobility changes the experience itself. There is less engine noise, less disturbance and no direct fuel emissions or dust from combustion engines. Most importantly, it allows riders to experience the landscape differently.
“Silence completely changes the experience.”
On an electric bike, the sound of the trail, the wind and the surrounding landscape becomes part of the adventure.
The Agafay Desert, but Also the Atlas and Lake Lalla Takerkoust
The Agafay Desert is at the heart of Allmoov's activities, but it is not the only territory explored.
The routes also extend towards the foothills of the Atlas Mountains and Lake Lalla Takerkoust, offering a variety of landscapes and experiences.
Each area has its own character: rocky desert landscapes, mountain trails, valleys, villages and panoramic views.
The idea is to discover these places at a different pace, combining outdoor adventure with time to observe and appreciate the surroundings.
A Base at the Heart of the Experience
The experience begins at Allmoov's base. Located near Marrakech, the site is housed in a restored traditional poulailler beldi, a former local chicken coop that has been renovated while preserving its traditional architecture.
It is more than just a starting point for the rides. It is also a place to meet, prepare for the adventure and share a traditional Moroccan tea before or after the activity. This connection between the outdoor experience and Moroccan culture is an important part of the Allmoov concept.
Why Electric?
For Allmoov, electric mobility is not simply about replacing one vehicle with another.
It is about changing the relationship between the rider and the landscape.
An electric motor provides assistance without the constant noise of a combustion engine. It makes it possible to ride more quietly and to remain more connected to the surroundings.
It also offers another approach to outdoor tourism, at a time when more travellers are looking for experiences that are both active and respectful of the places they visit.
Electric mobility does not remove the adventure. It simply allows us to experience it differently.
Our Vision for the Years Ahead
The Agafay Desert is evolving. Like many destinations close to major tourist cities, it is attracting more and more visitors and activities. This development creates opportunities, but it also raises questions about how these territories will be explored in the future.
At Allmoov, our answer is not to oppose adventure or motorised activities. It is to offer another possibility. A way of exploring Morocco that combines the pleasure of riding, the excitement of off-road adventure and the opportunity to slow down and appreciate the landscape.
Because sometimes, experiencing more simply means making less noise.
Welcome to Allmoov Marrakech
100% fun. 100% electric.
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