Someone says "the road is closed, this way": how do I shake off fake guides?

The street is almost never closed. A young man offers to show you the way, the square or the tanneries, then walks you to a shop or asks for money. Say "la, shukran" (no, thank you), keep walking in your own direction, and don't argue.

Use an offline map (the medina works fine in Google Maps or Maps.me), ask shopkeepers rather than people who approach you, and if you want a guide, hire a licensed one: they carry a badge and an ID card. If you do follow someone, agree the price first.

Licensed guide prices in Marrakech: Day trips and guides.

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