In the minds of modern travelers, Morocco conjures up visions of beautiful beaches, mountain adventures, ski resorts, and lively casinos. Yet, at its core, the country’s most enduring allure has remained unchanged for over a century: a realm of enchantment full of ancient cities, awe-inspiring landscapes, a captivating history, and vast golden deserts. This particular vision of Morocco emerged at the close of the First World War when French railway companies introduced Moroccan tourism. They presented Morocco as a land suspended in the Middle Ages, boasting ancient imperial cities, exquisite Moorish architecture, vibrant indigenous communities, and an environment of remarkable intensity. This Morocco travel poster captures the essence of this lasting fascination.
This Moroccan travel poster features a magnificent, towering kasbah at Aït Benhaddou. The casbah is located in the foothills on the southern slopes of the High Atlas in the Province of Ouarzazate in the southern part of the country, Aït Benhaddou is a famous and well-preserved fortified village in the Ounila Valley, on the former caravan route between ancient Sudan and Marrakesh in Morocco by the Dra Valley and the Tizi-n’Telouet Pass. The village or ksar, is nestled in the Ounila Valley, making it a part of the stunning landscapes of the Atlas Mountains and the Sahara Desert region of Morocco.
The ksar of Aït Ben Haddou is an ancient and well-preserved example of traditional Moroccan earthen architecture. It served as a strategic stop on the trans-Saharan trade route, allowing traders and caravans to rest and trade goods. The village’s architecture is characterised by its mud-brick buildings, narrow winding streets, and high defensive walls. The ksar’s design was developed for both practical and defensive purposes, with many of its structures interconnected. Aït Benhaddou offers a glimpse into the rich history and culture of the Berber people who have inhabited the region for centuries.
The vintage Morocco travel poster was created by the French artist Jacques Majorelle in 1923 for the Fédération des Syndicats d’Initiative et de Tourisme du Maroc. It was published by the French railway company Chemins de fer de Paris à Lyon et à la Méditerranée (PLM) railway company. Majorelle’s image depicts the village’s casbah emerging like an ancient sandcastle rising from the desert floor.
The ksar at Ait Ben Haddou is perched atop a hill, commanding panoramic views of the surrounding landscape. The reddish-brown hues of the mud-brick buildings, terracotta walls, and intricate architecture are a testament to centuries of craftsmanship. The ksar, or fortified village, is perched atop a hill, commanding panoramic views of the surrounding landscape. The narrow, winding streets beckon you to explore further, each corner revealing another architectural marvel. It really doesn’t take much imagination to picture Ait Ben Haddou as a busy trading post where spices, textiles, salt, livestock, slaves, gold and other goods were commonly exchanged.
As recently as the 1940s, more than 90 families were living in the Kasbah of Ait Benhaddou. By 2020, the figure fell to just five families in 2020. Although not entirely deserted, the mud-brick architecture is susceptible to the effects of weather and neglect. While the site has preserved its original character, the absence of regular maintenance and a sparse population have resulted in significant deterioration. The virtually deserted village was almost abandoned entirely in favour of a new village across the river. However, UNESCO investments, improvements in running water, and a sewerage system seem to have reversed the decline so that today ten houses are inhabited again.
In recent years, many of the villages crumbling buildings have been significantly restored, in part because of its designation as a UNESCO World Heritage site but also because of its use as a popular Hollywood filming location. Movies filmed at Ait Ben Haddou include the 1962 film Lawrence of Arabia, 1977’s Jesus of Nazareth, Time Bandits, The Living Daylights, The Last Temptation of Christ, The Mummy, and Gladiator, among others. It was also used for scenes in the successful Game of Thrones TV series.
Today the site is a popular tourist destination and a UNESCO World Heritage Site since 1987. Visitors can explore the ksar, climb its towers for panoramic views of the surrounding valley, and shop for local crafts and souvenirs in the nearby shops. This vintage Morocco poster offers us a stunning impression of the awe and wonderment that the casbah and ksar must have offered visitors in the 1920s.
On the vintage Morocco poster, the High Atlas mountains create a formidable backdrop to the towering casbah. The High Atlas is home to some of the highest peaks in North Africa, including Mount Toubkal, which stands as the highest point on the entire continent. Mount Toubkal reaches an elevation of approximately 4,167 meters (13,671 feet) above sea level and is a popular destination for trekkers and mountaineers.
How much is an original 1923 Jacques Majorelle Le Maroc travel poster worth?
This is a beautiful vintage Morocco travel poster featuring a kasbah in the Atlas mountains in “Le Maroc”. The poster artwork was carried out by Jacques Majorelle in 1923. An original copy of this poster was put up for auction with a guide price of between £2000 and £3000. That one sold for a cool £4,500 in 2015. So they’re probably worth a lot more than that now.
If, while you are on your travels you happen to stumble on a Marocco travel poster in a bustling Moroccan souk or street market, then considering parting with one camel, two sheep, and a shiny nugget of gold doesn’t seem like an extravagant trade for a poster that harks back to the earliest days of Moroccan tourism. Owning an original vintage poster is special, and it often turns out to be a wise investment. In just a few years, you might find yourself bartering it away for two camels, three sheep, and, a nugget of gold!
Unfortunately for most of us, even posters that you can swap a scraggy chicken for, are way out of reach. This is where our superb reproduction poster prints come into their own. They cost a lot less dirham than an original, and they look absolutely fantastic when they’re framed and hung on the walls of your riad or dar. This one looks simply stunning and it’s a great way to add some Moroccan charm to your home decor.
