by The Social Culture Club

In 2019 Faris Almussallam and Mohammad Almaula joined forces and founded Blue Book, a culturally-focused group trip organizer. The company evolved from a unique travel directory, that combines adventure with comfort, guided by hands-on cultural engagement and small group dynamics. With Blue Book, you are a world traveler and an explorer instead of a tourist. It’s all about having the meaningful experiences that include global traditions, food, and art.

Both co-founders had a culturally rich childhood. Faris grew up in diverse cities such as Ankara, Casablanca, Tunis, London, and Manchester while Mohammad spent part of his life in Edinburgh and Kuala Lumpur and comes from a family passionate about the arts. Their shared experiences are enabling us to learn how to see the world in a new light.

How would you describe yourselves and Blue Book to someone who has never met you and is unfamiliar with the concept of group trips?
Mohammad Almaula: We are travelers and explorers. We love to learn about cultures and make direct contacts with different people around the world. We organize trips for small groups by participating in various activities in the countries we visit.
Faris Almusallam: I’m an adventurous introvert shaped by a global upbringing and a love for aviation. In 2019, I founded Blue Book to offer unique, curated travel experiences in off-the-beaten-path destinations. We handle everything from lodging to activities, such as sushi-making or katana sword training. Just show up with an open mind, and we take care of the rest.

Faris, your international upbringing in various cities like Ankara, Casablanca, and London have surely contributed to your global perspective. How do you apply these experiences in Blue Book’s trips?
Faris: In 7th grade, I lived in Morocco and took a transformative trip to the Sahara Desert. Sleeping in Touareg tents, camel rides, and stargazing amid massive dunes sparked my passion for authentic experiences—exactly what we aim to provide at Blue Book.

Mohammad, how does your experience of living in Edinburgh and Kuala Lumpur for parts of your life, and coming from a background passionate about the arts, influence Blue Book’s trips?
Mohammad: Living in Edinburgh at 12 was pivotal for me. It taught me self-reliance, problem-solving, and broadened my cultural understanding, fueling my ongoing curiosity and love for knowledge.

Blue Book values positivity, respect, and adventurous spirit. How do you ensure that these values are maintained across all your journeys? Could you provide an example of how they have influenced a particular trip?
Mohammad: Since childhood, our love for exploration drives us. With Blue Book, we prioritize open-mindedness and respect for diverse cultures. Every trip is a chance to embrace differences, which we believe is the essence of true adventure and learning.
Faris: To truly enjoy travel, keep an open mind. This could mean tasting local foods, exploring off-the-beaten-path areas, or joining group activities like cooking classes or nature hikes. The aim is to broaden your horizons and connect deeply with both the place and its people.

With trips to 20+ countries and over 140 travelers served, what do you believe has been the key to Blue Book’s success in offering unique and resonant experiences? What sets you apart from your competitors?
Mohammad: What sets Blue Book apart is our deep passion and knowledge of the places we visit. Despite stiff competition, we excel because we’re doing what we love. Challenges are inevitable, but they fuel our motivation to learn and improve.
Faris: At Blue Book, we specialize in group trips for those who usually shy away from them. By limiting our groups to 8 people, we offer personalized attention, easier bonding, and greater schedule flexibility. This approach eliminates the usual drawbacks of group travel, like unwieldy restaurant visits, allowing for a more intimate and customizable experience.

Faris, how do you foster a message of unity and understanding in countries with vastly different traditions and values? What methods do you employ to actively engage travelers with daily routines and local customs?
Faris: Travel with a humanistic lens and a “blank slate” mindset. Recognize shared human experiences while appreciating unique cultural practices, avoiding comparisons to fully engage with each destination.

Mohammad, how do you select the musical and theatrical performances that travelers will attend? How do you ensure that these experiences connect them with the true essence of a nation’s culture?
Mohammad: Knowing a country’s arts enriches your travel choices. We include local performances like Tango in Argentina or Kabuki in Japan as part of our immersive experiences. You’ll learn, even if every show isn’t your taste.

Blue Book has an emphasis on both known and hidden destinations. Can you share an example of a hidden destination that was particularly impactful for a group and why?
Mohammad: Algeria is an undiscovered gem, often misunderstood due to limited promotion and visa constraints.

As Africa’s largest country, it offers diverse landscapes and a rich history shaped by Phoenicians, Romans, Ottomans, Arabs, and the French.
Faris: Having lived near Algeria for seven years, I was pleasantly surprised by its cultural richness, friendly locals, and natural beauty when I finally visited.
With the majority of your travelers being from the GCC and in the age range of 25- 34, how does Blue

Book cater to the specific interests and needs of this demographic? What challenges and opportunities does this present?
Mohammad: Each trip is designed for universal participation, focusing on easy and accessible activities, especially in nature-centric destinations. We balance organized events with free time for independent exploration, shopping, and rest.
Faris: Our clients are generally aged 35-60, mostly women, highlighting our focus on comfort and safety. Many are repeat customers; our upcoming Cambodia trip is fully booked with returning clients, a significant milestone for us.

Blue Book aspires to elevate travel by offering uniquely tailored adventures and emotionally engaging journeys. As you look to the future, what innovations or expansions are in the pipeline for Blue Book? How do you envision continuing to shape travel beyond borders and foster even more meaningful connections between cultures?
Mohammad: Travel is our passion, not just a business. Our trips are rich in scientific and historical insights, making them akin to live documentaries. This educational focus is well-received by participants and signals the future direction of Blue Book.
Faris: As we grow, we’ll maintain our high standards and client-focused approach, which has earned us repeat customers. While we can’t reveal specifics, we’re actively exploring exciting new destinations and ways to keep our client base loyal.

It’s the end of your lives, you can go on one last trip, where do you go and with who?
Mohammad: I will go to one of the remote islands to enjoy swimming in the sea and sunbathing, and live the simple life with whoever I love.
Faris: I’d use every penny of my savings to visit all the remaining places on my bucket list—first class.

If you are ready to discover more of the world check out @bluebook.kwt on Instagram. Follow @socialcultureclub for more great stories and people from Kuwait.