Haggling in a souk can feel intimidating for first-time visitors. But according to Fatah, a Moroccan tour guide with over 45 years of experience, it’s one of the most rewarding cultural exchanges a traveller can have.
“I’ve been helping visitors navigate Morocco’s souks for more than four decades,” says Fatah, who was born and raised in Fès, home to the world’s largest medina. “Haggling is not a fight. It is a conversation. When it’s done well, both people leave happy.”
This year Fes has been named a rising "second city" destination by GetYourGuide, showcasing the city as an authentic alternative to Marrakech.
As part of our mission to help travellers explore with confidence, GetYourGuide has gathered Fatah’s insider advice on how to negotiate respectfully in any Moroccan souk – and walk away with the best deal. Below, he shares his ten essential tips.
10 Dos and Donts for Haggling in the Souks
1. Never reject mint tea
“If a vendor offers you mint tea, accept it,” Fatah recommends. “It’s part of our hospitality. The moment you sit down and share tea, the conversation becomes friendly.” In Morocco, tea is not a sales tactic, it’s a social ritual.
2. Start your counteroffer at around 40%
“I recommend you share a counteroffer of about 40% of the first price,” says Fatah. “That’s the way I always land the best prices for my guests.” Prices in souks are typically set high with negotiation expected. Starting lower creates space to meet somewhere comfortable for both sides.
3. Always greet first
Begin with “Salam alaykom” or “Bonjour.” “In Morocco, respect comes before business,” Fatah explains. “If you greet the seller properly, the whole exchange changes.”
4. Let the seller give the first price
“Ask how much and listen carefully. This indicates how flexible the price might be,” he says. “Never give your number first.”
5. Only negotiate if you’re serious
“Do not start negotiating if you don’t intend to buy,” Fatah advises. “The vendor is investing time in you.” In souks, time equals livelihood, especially for artisans who rely on daily sales.
6. Keep it friendly, never emotional
“Raising your voice or showing frustration will quickly shut down goodwillI always tell my guests: calm wins,” he says. “Anger never gets you a better price.”
7. Know your limit and be prepared to walk away
“Decide what the item is worth to you and stick to it. Haggling is not about winning. It’s about finding the middle,” Fatah explains. If the price does not feel right, step away politely. “Smile and leave,” he advises. “Often the seller will call you back with a better offer.”
8. Book a guide, souks are real labyrinths
Moroccan souks can be overwhelming for first-time visitors. “The medina is a maze of thousands of alleyways,” Fatah says. “With a guide, you understand the culture behind the prices, and you avoid paying tourist prices. A good guide protects you and the artisans.”
9. Pay in cash and carry small bills
Cash is essential in the souks, and small denominations keep the exchange smooth and fair. “If you hand over a large note, it can complicate the negotiation,” Fatah explains. “Small bills make everything easier and more transparent.”
10. Say thank you, always
Even if you don’t buy anything. “Always say ‘Choukran,’” he says. “Respect is remembered.”
Why Fes makes the perfect classroom
Fatah has spent his life guiding travellers through Fès’ UNESCO-listed medina, a maze of more than 9,000 alleyways filled with leather workshops, brass lantern makers and pottery traders. He works with Voyagiste Maroc, a local Moroccan tour operator and official supplier on GetYourGuide. It is here, in the medina, that the art of negotiation is most alive. “These exchanges help keep balance,” he says. “Someone with less money pays what they can. Someone with more money pays a little extra. The goal is dignity on both sides.”
Through our local expert-led experiences, GetYourGuide connects travellers with guides like Fatah, helping them navigate souks with cultural confidence and supporting traditional craftsmanship along the way. Fatah has recently shared advice and insights with publications including Ireland Live, L'Internaute and Journal Des Femmes.
“Never reject mint tea and always start at 40%.”
