Why Agadir is Morocco's best city for a beach holiday
The city of Agadir on Morocco's west Atlantic coast has, for too long, been thought of as a 'through' place. One that you arrive at out of necessity but push quickly past to reach your final destination elsewhere. But things are changing.
Capital of the country's central Souss-Massa region, a vast fertile belt that produces bountiful crops of vegetables and citrus fruit, Agadir*, once the leading port for landing sardines in the world and still the most important fishing port in Morocco*, is very much on the up. Here, we look at just why you should add this eclectic resort city to your holiday wishlist.
Getting to Agadir: there's been a boost in the capacity of flights and holidays to Agadir, with more due in 2025, and you'll find a great variety of affordable options for all interests when you book with TUI*.
Agadir reborn
Although no stranger to earthquakes, everything changed on 29 February 1960 when a major quake measuring 5.7 on the Richter scale flattened the city, including its old kasbah, and killing more than 15,000 people - one-third of its population.
As such, Agadir was completely rebuilt a kilometre to the south with the influence of French architects evident in the tree-lined boulevards and grid system of the city today. It may not be as typically scenic as some of Morocco's other cities like Marrakech or Fez but Agadir has a character all of its own and it's eminently walkable, too.
Find cafés, gardens, fountains, mosques and monuments all within an easy stroll, albeit uphill, from the coast. The enormous beach is, of course, a huge draw and the unmissable Arabic script on the hillside that dominates the city's skyline to the north, which reads "God, Fatherland, Country", imparts an impression of resilience and pride.
Its location and manageable size mean it's easy to break free from if you want to tee off on one of the many golf courses that dot its surroundings or head to the national park for a touch of nature.
Throw in the endless opportunities for taking an authentic hammam, year-round warm and sunny weather and fantastic food, and Agadir has everything you could want from a holiday by the sea.
Recline on Agadir's great golden beach
The near-six-mile-long sweep of sand that hems Agadir's Atlantic coast is by far one of its biggest attractions. This well-maintained stretch of Blue-Flag-winning beach leads into the shallow swell of the sea, ideal for paddling, swimming and water sports, and there's plenty of space for you to bring your own towel or rent a lounger and parasol.
There's much to marvel at too: from families enjoying a day out and kids flying kites to teenagers playing football and surfers hitting the breaks beyond, there's rarely a dull moment.
When you're ready to refuel, simply head on to the promenade behind and the sand-dwelling sofas of Les Blancs at the far northern end. A bar with a Spanish flair, service can be relaxed, so best go for a laid-back coffee or a fizzy sundowner.
Meander in the marina
In what feels like the French Riviera in miniature, Agadir's marina is a neat-and-tidy showcase of well-to-do boats and yachts lined with cafés;, boutiques and gelaterias, rather surreally tucked in close to, but out of sight of, Agadir's sizeable industrial port.
Walk its three sides, glancing down to see the shoals of fish in the calm, clear water before grabbing a seat at Turkish coffee pro Espressolab to enjoy a burst of caffeine with a flaky pastry in the shade.
Surrender to the enormous souk
Get lost in one of the largest souks in North Africa. This mammoth warren of over 3,000 stalls bursts with colour, scents and absolute scenes, be it the orange seller atop his mound of citrus fruit, those hawking kitchen goods or the eye-catching array of hand-woven baskets.
Pick your way among the pyramids of spices and hanging cotton pyjamas to find a seat in one of the courtyards where a sweet mint tea will revive energy levels. The fortress-like market is enveloped in high walls with no fewer than 13 numbered babs, or gates. Top tip: remember which one you entered through to help navigate your exit.
Where to stay: look no further than the stylish surroundings of The View Agadir*.
Opened in spring 2024 after a major refurbishment, this immaculate property has a wide selection of modern rooms, beautiful promenade-front swimming pools wrapped in native plants and grasses, intimate bars and sensational Moroccan and Italian restaurants.
There's also the Amaya Spa and hammam on site to ensure you really give in to relaxation. The enormous buffet breakfast with an entire sideboard of cheese and freshly made pancakes also helps.
Be entranced by modern art
Having undergone a significant upgrade in 2023, the compact Agadir Art Museum now packs a compelling mix of some 1,500 objects including contemporary paintings, textiles, pottery and jewellery across its three floors.
It looks at the heritage of not only Morocco but its Amazigh, or Berber, people through various mediums over five distinct sections including landscape and culture.
Expect pops of vibrant colour and pieces with a political or social statement as well as an examination of the impact colonial powers had on forms of Moroccan art in the early 20th century, such as through subject matter and techniques like expressionism.
Soak in the sunset on high
Settle into a gondola on the country's first cable car and ascend in just six minutes to the restored remains of the city's 16th-century Kasbah Agadir Oufella.
Although much was shattered by the devastating 1960 earthquake, the original walls that would have sheltered houses, a large mosque and markets all connected by narrow, winding streets, remain to great effect.
Just be sure to claim your spot among the camel rides, tourists and locals alike to see the real show: the fiery rays of the sun as it sinks into the sea beyond the port.
Cook your own tagine
Moroccos's cuisine, a hearty mix of fragrant salads, succulent grilled meats and fish, savoury stews and vegetables all mopped up with freshly baked bread, needs no sell; and there's no better way to get to know its food than by making your very own tagine with a cookery class.
The experience starts with your guide who'll walk you through Bensergao Market in search of ingredients. Once you've chosen (and helped haggle for) your peppers, sweet potatoes, carrots, beans, herbs and any other vegetables that catch your eye, you'll don an apron in Fatima's kitchen in the souk of Kasbat Souss.
Prepare to peel, chop and season your tagine and watch as it bubbles to life before wolfing it down, full of a sense of achievement and the ability to recreate at home. That's our kind of souvenir.
Give surfing a go
Morocco's Atlantic coast attracts surfers from around the globe and Agadir is the perfect place for beginners to dip their toes in. Various schools tout their business along the promenade but you won't go wrong with a lesson at Surf Academy Agadir.
Squeeze into a welcome wetsuit before learning the basic movements on the beach and putting them into practice under the watchful eye of your encouraging instructor. You'll be cruising on a curl in no time.
Lessons in body-boarding and stand-up paddleboarding are also available as is a day-long Surf Safari, which includes stops at multiple destinations such as surf hotspot, Tagazhout.
Escape to the national park
Had enough of the city? You don't have to venture far to be free from the urban and disappear into the Souss-Massa National Park, just south of Agadir.
Founded in 1991, this 33,800-hectare expanse of dunes, estuaries, cliffs, beaches and mountainous plateaus offers a wealth of outdoor activities.
As well as hiking, you could try sandboarding or take a 4x4 safari, go birdwatching to see the country's endemic and migratory birds influx or spy wildlife like oryx and gazelle.
While you can explore on your own, booking a tour or a private trip with a knowledgeable guide will ensure you get the very most of your time in this diverse Moroccan wilderness.
Climate in Agadir
| Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | |
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| Maximum daytime temperature °C | ||||||||||||
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| Sea temperature °C |
The above guide shows the climate in Agadir. Find out more about conditions across the country in our complete guide to the climate in Morocco.
Ready to visit Agadir? Find great value holidays to Morocco's resort city with TUI.
Kirsten was a guest of The View Agadir in 2024. All views expressed remain those of the writer.
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