We’re opening our Her Travel series with Emma Williams, fractional CFO, former investment banker, and strategist founders trust when the stakes are high. You may remember Emma from The Spotlight Series last year. We stayed connected, and it quickly became clear that the way she travels deserves its own spotlight.
Emma doesn’t just visit places. She observes them. Documents them. Almost like a documentary photographer, she captures the in-between moments that turn destinations into stories. The kind that makes you pause and ask better questions: why this place, why this way, what does it mean to really arrive? 
This is travel as reflection. Travel with intention. Travel that leaves you changed — not just well-rested and well-photographed.

Best city or country you’ve ever travelled to and why?
I’ve been to Taghazout in Morocco twice now, and each time it has been a transformative experience, as cheesy as it sounds. On both occasions I went to surf, and while I’m still awful at the sport, each time I’ve met so many wonderful people who I now miss dearly. The place itself is a colourful little fishing village, with traditional restaurants that have tables and cushions sprawling over the rocks in front of the buildings that trace the ocean. Colourful rugs, knitted hats and surfboards line the streets. As I leant against a bright blue corrugated door, waiting for a table to free up, a young Moroccan boy in loose-fitting jeans, a crisp white t-shirt and an elegant brown belt sauntered past with vintage headphones on. It’s very, very stylish in a way that feels effortless. It hasn’t yet been ruined by the vulgarity of mainstream tourism, but I fear it won’t be long. The sunsets here are something special – whether you watch them at Anchor Point (a surfer’s Mecca, so to speak), or at the skatepark on top of the hill. Travel at your own risk; I’ve never felt sadder to leave somewhere.

Worst city or country you’ve visited, and why didn’t it work for you?
There’s really nowhere that I haven’t enjoyed travelling to. I would say that Marrakech is the only place where I didn’t feel totally safe; I had a bad experience (I got felt-up in a crowd) and didn’t enjoy being hassled on the streets.

Best party city or country you’ve experienced?
Ibiza, but I love the side of Ibiza you might not be familiar with. The ‘other side’ of the island, as it is commonly referred to by those who know. Think olive groves, the sound of cicadas, jaw-dropping hikes, incredible cuisine, stylish beach clubs, and really, really hot people. Renting a boat to cross to Formentera, and getting a boat taxi to your paella-booking – sorry I mean restaurant booking – is always a fun way to spend a day, as long as you haven’t forgotten to anchor your boat…! Escape to the village of Santa Gertrudis for laid-back cuisine (try Bottega Il Buco) and local shopping. Portinatx is my favourite place on the island to swim and watch the sunset. You can rent kayaks to explore the tiny rock-island and caves, and then come back to the beach for one of Carlos’ famous (and very strong) Strawberry Daquiris. If you’re not staying at the hotel, shopping and dinner at Los Enamorados can’t be missed. If Michelin-starred is more your style, head into the hills to Can Domo – and check into a room while you’re at it! But of course I couldn’t go to Ibiza and not let loose a little bit; the clubs are definitely an experience, but my favourite night was spent on a roof in the Old Town with a group of waiters and chefs that invited me to their party. I left at 8am.

City or country with the best food overall?
Copenhagen really surprised me. I knew that the food would be good, but I wasn’t expecting to be able to dine at cozy, low-key, Michelin starred restaurants (Restaurant Koefoed) alone for a such a reasonable price. Lisbon also has fantastic food; I didn’t have a single bad meal and I felt really comfortable eating in restaurants alone which isn’t always the case when I travel solo – try Parra Wine Bistro, Fabric or Taberna da Rua das Flores (cash only). Oh, and an honourable mention to Just Grillin’ in Barbados – I will think about those prawns for the rest. of. my. life.

City or country with the best market/street food? 
Maybe I’m a little biased, but I do think London has one of the best selections. I love grabbing a smoked mackerel bagel and a flat white from Borough Market on a Sunday morning and doing a leisurely loop of the river in the sun. 

A city or country that surprised you the most?
Berlin, I’m not sure what I was expecting, but it was just so much more grey than anything I had imagined. The city felt very spread out too – perhaps I didn’t spend long enough there to get a feel for it.

The most beautiful place you’ve ever seen.
I spent a week in Gili Air in Indonesia, and it was one of the most breathtaking, naturally beautiful places I have ever seen. The day that I spent snorkelling was really special; my boat driver joined me in the water - a rope attached to the boat in his right hand, and his left hand holding mine. We drifted above coral reefs which were only feet below us. The schools of brightly coloured fish, turtles and octopuses were unlike anything I’ve ever seen before. From the island itself, I spent a week watching the most beautiful sunsets. Colours that I had never even seen in the sky before, blending seamlessly into a glassy sea. One evening I sat on the beach and stared up at the stars. The sky was so clear that I could faintly see the Milky Way. And then there were the people. As I walked and cycled around the tiny island, people would call out my name as if I had known them for a lifetime, not a week. London life never felt more distant.

The most overrated destination you’ve been to.
Bodrum has stunning ocean views and luxury hotels, but this wealth is surrounded by poverty, a lack of infrastructure and constant noise and construction. I felt uncomfortable with being waited on hand and foot while construction workers were living in shipping containers 500m up the road. Also, Canggu in Bali – fun for a short time, but definitely not worth an extended stay. Be prepared to battle with a million scooters and a million Aussie tourists. 

The most underrated destination you’ve visited.
Mykonos is usually highly overrated, but during Covid – different story entirely. Such a beautiful island when all the tourists were gone.

Which city or country has the friendliest people? 
Gili Air, Helsinki, Taghazout or Ibiza! So many wonderful experiences.

Which city or country has the unfriendliest people?
London… duh! Every time I come back home, I’m reminded of how closed-off people are here. When I travel, I make friends easily, but it has taken me many years to find close friends in London. 

Which city or country felt the safest for you?
As a frequent solo traveller, safety is so important. Some of the places I felt the most safe are Helsinki (everyone so kind-hearted), Taghazout (the locals here are SO different to the locals in Marrakech – not pushy, but open, friendly and respectful), and finally Gili Air (an island with no official police – they self police – anyone caught stealing is forced to leave if they are a foreigner, or forced to walk around the island with a sign above their heads if they are a local).

A destination that pushed you out of your comfort zone in a good way. 
This August I went to Bali to work remotely for a month. It was my first time in Asia, and the furthest I have ever been away from home alone. I love travelling solo but initially this was more difficult; I felt super lonely when I first arrived. In a place with so many solo travellers, you might consider that strange, but I just wasn’t meeting people for some reason. To add to that, my family and friends would be fast asleep until about 3-4pm each day which definitely led to the feeling of isolation. Eventually I met people and things improved dramatically, but the first few days pushed me to understand myself in new ways that I hadn’t before. 

Where did you experience the strongest sense of culture or identity? 
[I don’t think I have an answer to this, really hard to say!]

A city or country with the chicest and most stylish people? 
Paris or Copenhagen – two very different vibes – but I was lucky enough to go to Copenhagen during fashion week and I’ve never felt so uncool in my life. 

Which trip taught you something about yourself? 
My first solo trip to Italy when I was 20. I arrived in Naples, realised I had no wifi / data and the panic set in. Somehow, I made it onto a ferry heading to Procida – the island I was staying on for one evening. I arrived and followed instructions to my hotel, only to find that it appeared to be closed. After much banging on the door and Italian hand waving to a local nonna peering out of her window, I successfully checked in. Dinner that evening was an experience; because it was March and very much still off-season, I was the only person in the restaurant. I had a team of 5 waiters and waitresses observing me with a great deal of interest as I ate my pasta and tiramisu alone. I then spent a day each in Sorrento and Positano, before ending my trip in Naples, staying at a quaint Airbnb overlooking Vesuvius. This is probably where I learnt the most important lesson about myself – one alarm clock is not enough. I slept through the sunrise I had wanted to watch, and would have missed my flight if my host had not come to wake me up, cook me eggs and then hurry me into a taxi! 

A hotel or Airbnb that felt genuinely special?
I stayed for one evening at ARNA Suites and Ocean Lounge, a hotel on Nusa Cenigan. It sits on top of a cliff with almost 360 degree views of the ocean around. The wind and ocean roars around you from every direction; it really makes you feel like you’re in the wild, exposed to all the elements. The suites themselves are individual glamping tents – wooden structures with heavy-duty canvas sides that can be rolled up or down. The bed and linens were beautiful, and the shower amenities were fantastic. Venturing out to the edge of the peninsula, you come across their ‘ocean lounge’, which among other things includes an infinity pool jutting out into the horizon. Watching the sunset here was another very special experience. But perhaps my favourite hotel in the world, is Los Enamorados in Ibiza. The hotel has 9 rooms only, each with a stunning view of the Portinatx harbour. The décor in each room is different, but delightfully eclectic. Think earthy coloured zelige tiles and sink basins carved out of rock, with multicoloured linens and giant knitted lobsters. Beach baskets and snorkelling masks hang in each room. If you’re lucky enough to get a booking, you might never want to leave your room.

What’s the next city or country at the top of your list, and what’s pulling you there?
I’ve never been to South America, so Costa Rica, Nicaragua, Chile and Peru are all on my bucket list. Mexico City is also somewhere I have heard wonderful things about – especially for the food and design. Finally, Japan (Tokyo, Kyoto, Hokkaido) and Seoul I would love to visit.

Follow Emma Williams IG: @embemw