Beyond Tourism: How Revival Retreats is Inspiring Muslims to Reconnect with Their Faith
In the hustle of modern life, it’s common to lose sight of the deeper purpose and spiritual connection that make our lives fulfilling. Revival Retreats, founded by Scottish-born filmmaker Zoheb Ashfaq, offers Muslims an opportunity to step back and reconnect with both their heritage and spirituality. Ashfaq, who launched the company in January 2023 and is currently based in Türkiye, calls his work a “labor of love”—a response to the growing need for a deeper connection to faith and self, especially among Muslims living in Western societies.
“What I really wanted to create was a space where Muslims could reconnect with their roots and heritage in a meaningful way,” Ashfaq says. “For many of us, the daily grind and the secular atmosphere of the West can create a disconnect from the values and traditions that ground us.” His inspiration for Revival Retreats came after a transformative trip to Morocco in 2021. “It wasn’t just a job; that trip changed me,” he recalls. “Walking the old medina in Fes, hearing the Sufi chants, seeing people living their faith so openly—it was like finding a part of myself I hadn’t known was missing.”
The retreats, primarily for young professionals between 23 and 40, are not simply guided tours. In Morocco, the flagship destination, attendees visit sacred sites, ancient mosques, and sufi lodges, often in the company of local scholars such as Shaykh Hisham Mahmoud and Shaykh Mustafa Briggs. “We want our guests to experience the spiritual heritage in ways they might never see on a typical vacation,” Ashfaq explains. “It’s about understanding not just the landmarks, but the soul of the place.” Participants are also encouraged to reflect on their faith, often sparking personal transformation.
Unlike traditional tours, the retreats also incorporate unique local practices, such as listening to Quranic recitations by local munshideen and engaging in spiritual gatherings with Moroccan imams, giving attendees an authentic glimpse into the Islamic practices of the region. Every moment is designed to provide a “soul reset” that stays with participants long after they return home.
Ashfaq’s commitment to Revival Retreats goes beyond cultural immersion; he believes in creating sustainable, community-centered travel. “One of my main goals was to make sure our work benefits the local communities,” he says. “We stay in family-owned riads, we buy from local artisans, and we partner with guides who grew up in these neighborhoods. It’s not just about having a meaningful experience for our guests—it’s about supporting the people who call these places home.”
An example of this model can be seen in the town of Moulay Idriss Zehroun, where the retreat works with local artisans and community leaders, providing attendees an authentic experience and fostering meaningful economic exchanges. In a time when many travel companies prioritize profits over impact, Revival Retreats has chosen a model that uplifts local communities and respects their cultural heritage.
The impact of Revival Retreats on its attendees has been profound. “I’ve had people tell me this experience was a turning point for them,” Ashfaq notes. “One woman said it gave her the courage to start wearing the hijab. Others talk about feeling reconnected with their identity, their history, and even their sense of purpose.” He adds, “For many of us, it’s the first time we feel a connection to Muslim-majority countries, not just as tourists but as part of something bigger. It’s our heritage, our story.”
The camaraderie built during the retreats is one of its most lasting effects. Ashfaq describes the retreats as “a crash course on friendship,” saying, “You’re going through these deeply personal experiences together, whether it’s a late-night conversation under the stars or praying in an ancient mosque. The friendships that come out of these moments are different. They’re built on a shared journey, on mutual understanding and respect.”
Looking ahead, Ashfaq plans to expand Revival Retreats to other destinations, including Egypt, Pakistan, and Senegal, and he’s working to establish an educational institute that would allow alumni to continue their learning journey long after their trip. “This is only the beginning,” he says. “The vision is to build a community of lifelong learners and seekers who find meaning in both their faith and the world around them.”
Revival Retreats is attempting to redefine what it means to travel as a Muslim, providing an experience that stays with participants long after they return home. “Travel can be a way to rediscover who you are,” Ashfaq reflects. “With Revival Retreats, I hope people find not only a new way to see the world but a way to see themselves, rooted in both history and spirituality.”
Through this journey of exploration and connection, Zoheb Ashfaq is helping Western Muslims find their place within the tapestry of Islamic heritage, creating not just a retreat but a movement toward greater understanding and self-discovery.
