Oumayma Hilal

Oumayma Hilal is a tourism researcher and practitioner from Morocco, currently pursuing a PhD in Communication and Tourism Resilience. Her work focuses on post-disaster recovery and community-based tourism in the Marrakech –Al Haouz region, following the 2023 earthquake. Her research examines how responsible tourism, local narratives, and innovative frameworks, such as science tourism and natural algorithm applications, can support the long-term resilience of fragile communities.

Alongside her academic work, Oumayma serves as CEO Coordinator for G Adventures in the MENA region, where she recruits, trains, and supports over 70 tour leaders. She is particularly committed to improving gender representation in tourism, advocating for the inclusion of women in rural guiding and tourism-based entrepreneurship. Her role also includes identifying and supporting local projects that can be integrated into responsible travel itineraries.

Oumayma holds a Master of Science in Sustainable Tourism from the University of Sunderland (UK) and a Master's in Marketing and Commercial Actions from Morocco. She is a former Rotaract leader and frequent speaker on sustainability, youth empowerment, and gender equality in tourism. She recently joined the High Atlas Foundation's rebuilding program to contribute research and community insights to post-disaster recovery initiatives.