The Sefrou Cherry Festival — locally known as Moussem Hab al-Molouk (“Festival of Royal Love”) — is Morocco’s oldest cultural festival. First held in 1920 during the French colonial era as a celebration of Sefrou’s plentiful cherry orchards, it has grown into one of the country’s most prominent cultural events. In 2012, UNESCO inscribed the festival on the Representative List of the Intangible Cultural Heritage of Humanity.
The three-day festival takes place every year in early-to-mid June, during the cherry harvest, when the air across Sefrou turns sweet with the scent of ripening fruit. It draws 400,000 to 500,000 visitors from across Morocco and internationally — including participants from France, Spain, Turkey, and beyond.
The festival is a kaleidoscope of Moroccan culture. The third day features the grand parade, with floats decorated by local cooperatives, performing troupes, marching bands, and majorettes — culminating in the crowning of “Miss Cherry” (or the “Cherry Queen”), a beauty pageant that has become the festival’s most iconic tradition.
Other elements you’ll experience: the traditional Berber Ahidus dance, Fantasia (T’bourida) equestrian displays, artisanal craft exhibitions, and a bustling souk filled with cherry-inspired Moroccan delicacies — fresh jams, syrups, sweets, and traditional pastries.
The festival also doubles as an opportunity to see Sefrou itself at its most alive. Many visitors combine festival attendance with a walk through the medina, the mellah, or the nearby Bhalil cave village.
This tour is built around the festival’s daily schedule: your guide knows when the parade moves, where the best vantage points are, where the food stalls cluster, and how to enjoy the event without getting overwhelmed.
Highlights
- Attend Morocco's oldest cultural festival (running since 1920)
- See the UNESCO-recognized Intangible Cultural Heritage event
- Watch the grand parade and the crowning of "Miss Cherry"
- Experience Berber music (Ahidus) and Fantasia equestrian displays
- Taste cherry-flavored Moroccan sweets, jams, and delicacies
- Avoid the chaos with a guide who knows the timing, routes, and best vantage points