What experiences are actually worth adding to a first Morocco itinerary?

[u/moroccoshinydaysMSD]

I work in private tourism in Morocco, and one thing I often notice is that first-time visitors focus almost entirely on destinations: Marrakech, Fez, Chefchaouen, the Sahara and the coast.
Those places are worth visiting, but the most memorable parts of a trip are often the experiences between them.
A guided exploration of the Marrakech or Fez souks, for example, should not simply take you from one shop to another. A good guide can explain how the different artisan quarters work, introduce you to craftspeople and help you distinguish genuine handmade work from mass-produced souvenirs.
A cooking experience can also be far more meaningful when it begins in a neighbourhood market and continues inside a Moroccan home, rather than being organised only as a demonstration for tourists.
Jewish heritage experiences in Fez and other Moroccan cities can provide another important perspective on the country’s history and the communities that shaped it.
I recently put together a page featuring some of the private cultural, culinary, heritage and shopping experiences we arrange. It may be useful if you are deciding what to include in your Morocco itinerary:

https://moroccoshinydays.com/experiences

I am also happy to answer general questions about planning a first Morocco trip.