Ahmed is born into a family that has always worked in the tourism industry. Previously working as a guide in the High Atlas Mountains he now owns and runs a Guesthouse in Imlil. He also organises many guided tours around the High Atlas Mountains. Fluent in French, English, Berber and Arabic he is also a member of the Association Ait Souka. This role enables him to provide tours which can also include aspects of community work within the village.