Long reduced to its image of a concrete resort, Agadir surprises with its unique climate, vast beaches, and hidden treasures. We explain why this city is still so attractive between urban renewal, escapades in the hinterland, and Amazigh culture.
“Agadir, nothing to say”, is what people like to chant in Morocco. And yet, with 1.21 million arrivals in 2023, this seaside resort on the southern Atlantic coast plays a key role in Moroccan tourism. The second destination after Marrakech mainly attracts the French, who represent nearly 20% of foreign visitors. But how can we explain this craze for a city often considered charmless, described as “the most banal, if not the ugliest in Morocco” (Pierre Le Coz, Éternité à Taroudant)?
Ravaged in 15 seconds by a terrifying earthquake in 1960, Agadir was rebuilt on a modern seaside model, favoring club hotels to the detriment of a strong cultural anchorage. However, this port city hides its game well and reveals unsuspected assets. Legendary mildness of the climate, and authentic atmosphere, certainly but also more and more family and nature activities, with walks in a hinterland of unsuspected richness. We explain to you why we are going to Agadir. Or, we come back!
1- A seaside resort under a guaranteed sun :
Sun all year round, 3 hours flight from France with very little time difference and a French-speaking welcome, “there is no equivalent”, summarizes Philippe Sangouard, CEO of Boomerang Voyages, of which it is one of the favorite destinations.
2- A competitive destination in terms of price :
Less well served than Marrakech in terms of flights, especially from the provinces, Agadir nevertheless remains competitive compared to its closest competitors; the average price of holiday packages is 20 to 30% lower than in the Canaries, another winter sun destination.
3- Safe beaches and booming leisure activities :
A member of the club of the most beautiful bays in the world, Agadir beach stretches for 7 kilometers at the foot of the Oufella hill, a fabulous playground for land and water sports activities. Its calm waters are ideal for safe swimming, which is not always the case on the Atlantic coast of Morocco.
If you are not staying in a hotel with private access, there are areas with facilities available at low prices (around 2.35 euros per day). A small revolution on this beach, chiringuitos are in the pipeline, the first of which should open this summer.
4- Authenticity at the heart of the revival :
Although it is devoid of the historical heritage that makes the charm of Moroccan medinas, its having disappeared in the 1960 earthquake (we visit the very well-restored ruins of the Oufella kasbah), Agadir has retained a deep authenticity that is expressed in particular in the service. Far from overplaying the exoticism, the capital of Souss-Massa (whose name means “fortified granary” in Tachelhit, one of the three Berber languages in Morocco) is firmly anchored in Amazigh culture.
Une destination compétitive en termes de prix
Moins bien desservie que Marrakech en matière de vols, notamment au départ de province, Agadir reste cependant compétitive au regard de ses concurrentes les plus proches ; le prix moyen des forfaits séjour est 20 à 30% moins élevé qu’aux Canaries, autre destination soleil d’hiver.
On y casse également beaucoup moins sa tirelire que dans la ville Rouge. Hormis quelques bonnes tables, il faut miser là encore sur la simplicité, et les produits de l’océan tout frais pêchés, on y déguste le meilleur poulpe du Maroc.It is also much less expensive than in the Red City. Apart from a few good restaurants, here again, you have to focus on simplicity, and freshly caught ocean products, you can taste the best octopus in Morocco.
5- A seaside resort upgraded :
Since 2020, Agadir has embarked on an ambitious urban development program. Green spaces, smoother arteries, hotel renovations… The metamorphosis is underway. Alongside the improvements, an upgrade is underway, with the planned reopening (after renovation) of around twenty hotels that have been closed for several years and structuring projects: transformation of the Vallée des Oiseaux, Amazigh museum project, etc.
Establishments such as the Royal Atlas, reopened under the lifestyle brand The View, illustrate this move upmarket. “Agadir is more modern, more airy, greener, and more functional,” emphasizes Rachid El Habtey, CEO of the Tikida group, one of the major players in the resort with five regularly renovated hotels.
6- Activities for families, from surfing to safari walks :
Taghazout is the epicenter of surfing in the region, with programs adapted to all levels, including children. ONMT
Sail in the bay on a pirate ship, treat yourself to a little ride in a golden carriage, or take a cable car to the Kasbah Agadir Oufella… Depending on your tastes, you will sort through the more or less kitsch family activities in vogue in Agadir. With the star attraction, the opening of Danialand, a water park perched on a hill with 7 swimming pools and 14 slides, and restaurants, one of which will be set up in an old Airbus cabin.
Nature lovers, you may prefer an outing on foot, on the back of a donkey, or in a 4×4 in the Souss Massa park, to discover birds and Saharan species, Dorcas gazelles or Addax antelopes, or a trip to Croco Park.
While waiting for the upcoming opening of the Lion Safari Park for a safari experience, you can also take a trip to Targant, in Taghazout, a fascinating museum (with innovative scenography) on the argan tree, a tree endemic to the region, with a production unit, shop, and restaurant. Taghazout is also the epicenter of surfing in the region, with programs adapted to all levels, including children.
7- A hinterland of inexhaustible wealth :
At the heart of the Arganeraie Biosphere Reserve, Agadir is the gateway to a territory of the inexhaustible natural wealth of the Paradise Valley and its western setting in the Souss Massa National Park which stretches south to the Massa Valley. Further on, the Anti-Atlas Mountains invite you to take beautiful day trips or multi-day excursions: the fortified granary route (igoudar) to the south towards Tafraoute, or discover Taroudant, the ephemeral Saadian capital surrounded by ramparts and its surroundings, the Tioute oasis or the valley of citrons…
And 15 minutes from the port of Agadir in the mountains, a hidden gem lies the tombs of the Saadian sheriffs, of disarming simplicity, flanked by a charming mosque (Timzguida Ougard) dating from the Almoravid era in the 12th century. Between authenticity, renewal, and preserved nature, Agadir asserts itself as a destination that defies clichés and invites rediscovery.
Source: Le Figaro
