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On Instagram, one day he’s attending a traditional Moroccan festival and watching fantasia, the next day he’s snacking on your favorite childhood treats, and sometimes, he’s devouring a spicy tuna sandwich—a summer staple for Moroccans—in the streets of Agadir, Marrakech, Rabat, and Casablanca. In Morocco, this Bristol native isn’t missing any opportunity to fully immerse himself in the country, sharing his adventures on social media.
James Humble, known as Mr. Humble on Instagram, consistently showcases his love for Morocco. Sporting his Morocco team jersey, his videos have resonated with Moroccans, expats longing for home, and foreigners eager to visit the North African country.
In an interview with Yabiladi, the 21-year-old entrepreneur recalled how his Moroccan journey began with a hunt for cheap flights in Spain back in 2023. «I only came because there was a cheap flight from Spain to Morocco, so I booked it and decided to travel there», James remembered.
His first trip was to Agadir. A month later, he booked another flight to Marrakech. «Since then, I’ve been to Morocco about thirteen times», he said with a smile.
With his frequent trips, James decided to document and share them on his Instagram account. «When I first came, it was just me being on holiday, just experiencing a new place. But since I’ve gained a bit of following and influence here, I make content, but I also mostly stay here because I enjoy it», he explained.
Savoring street snacks and cultural delights
James has visited many Moroccan cities, from Marrakech to Tangier, Chefchaouen, Rabat, Kenitra, Casablanca, and even Tafraout in the south. During his travels, his goal is to experience the country authentically, with guidance from his Moroccan followers. «I listen to people, reply to comments and recommendations, and try everything», James said. «Everyone wants you to try their favorite childhood snack or visit their favorite place», he joked.
And James delivered. He’s tried snails, the famous pink yogurt and chocolate sponge cake combo, iconic Moroccan dishes like chicken pastilla, Moroccan-style roast chicken, and even a hearty grilled meat meal at a local market.
«The food videos are the ones that have done the best. But as I always say, when you travel to a new country, food is always a big part of that. Going to a new country and not trying the food or attending cultural events is just a bit silly», he lamented.
Mr. Humble’s food videos have struck a chord with Moroccans living abroad. «A lot of Moroccans abroad watch my food videos. I get messages saying, ‘You made me miss my home country so much,’ or ‘Oh, I used to eat that when I was a kid’», he recalled.
On social media, James is also passionate about football. During his stay, he’s been attending local matches, all while proudly wearing the Morocco national football team jersey, to fully immerse himself in Moroccan culture.
Currently based in Dubai, James’ love for Morocco keeps drawing him back, and maybe this time for a longer stay. «I want a place to call home here in Morocco. Maybe a peaceful life in Chefchaouen. If not, then Tangier», he hoped.
For now, James is enjoying his time in Morocco, with plans to visit the Sahara Desert, all while creating his fun and cheerful videos.
