Agadir is a modern Atlantic coast city in southwest Morocco (capital of the Souss-Massa region). It was rebuilt after a 1960 earthquake and today serves as Morocco’s largest seaside resort. Its broad bay is edged by 12 kilometers of fine sand, and the city’s mild climate (around 20°C in winter) makes it a popular “winter sun” getaway for Europeans. Many visitors note that Agadir’s high-rise hotels and well-kept beaches feel like “another world” compared to Morocco’s older medina towns. In fact, travel writers describe arriving here as a bit of a “reverse-culture shock” after bustling Marrakech. With a population of about 500,000 (2024), Agadir blends resort comfort with local Amazigh (Berber) culture, a mix reflected in its museums, markets, and seaside lifestyle.
Top Things to Do in Agadir
Agadir is indeed a beach town at heart. Its long, crescent-shaped Agadir Beach is one of Morocco’s prime beach areas, and holidaymakers from across Europe flock here year-round. The beachfront is lined with cafes, restaurants and palm trees, and people come to swim, sunbathe or try watersports like windsurfing and jet-skiing. Just north of the city, Anza Beach is a quieter spot popular for surfing. Evenings at sunset are special, locals and tourists alike walk the promenade as the sky turns pink.
Relax on Agadir Beach
Enjoy the 12 km of golden sand. Swim or lounge under a sunshade, and rent kayaks or paddleboards. (Many beachfront hotels provide private beach sections.)
Climb the Kasbah (Agadir Oufella)
This hilltop fort (the city’s only real historic ruin) offers sweeping panoramic views of Agadir and the Atlantic. Built in the 1500s and largely destroyed in 1960, its sturdy ramparts and gateway remain; arrive in late afternoon for the best light on the city below.
Explore the Souk Al Had
Agadir’s main market is one of Africa’s largest. Wander the colorful alleys of Souk El Had to taste local street food (sfenj doughnuts, argan oil products) and shop for spices, pottery and leather. (As one travel blogger notes, skip tourist traps and dive into the real Moroccan market experience.
Visit local museums
The Amazigh (Berber) Museum in the city center (Passage Ait Souss) showcases Berber crafts and history, and the memorial museum on Avenue Kennedy tells the story of Agadir’s 1960 earthquake.
Crocoparc (Crocodile Park)
About 14 km east, this park lets you see Nile crocodiles up close. It’s set in landscaped gardens with palms and ponds, and knowledgeable guides explain the once-native crocodiles and other Moroccan wildlife.
Day Trips from Agadir
Agadir is also a great base for exploring the Souss Valley and nearby coast. One favorite half-day trip is Paradise Valley (~60 km north), a lush gorge with palm-shaded pools and small waterfalls. Hike along the trails, swim in the clear water and picnic like the locals do (try to go on a weekday for fewer crowds). Small stalls along the way sell local argan oil and honey.
Essaouira
About 170 km north along the coast, Essaouira is a UNESCO-listed medina by the sea. Explore its white-washed ramparts, artisan shops and fresh fish stalls, and enjoy a relaxed seaside vibe quite different from Agadir’s hotels.
Paradise Valley
See dramatic cliffs and oases in the Anti-Atlas foothills. Locals love picnicking here; bring water shoes for the rocky pools.
Taroudant
Often called “Little Marrakech,” this walled town (88 km east) is enclosed by 7+ km of ochre ramparts. Inside is an old medina with rambling souks. Don’t miss the central square markets for crafts and silver jewelry.
Taghazout
A laid-back surf village 20 km north. Taghazout has year-round waves and is a big draw for surfers and yoga retreats. Stop for mint tea overlooking the famous Hash Point surf spot or try local seafood at beachfront cafés.
Souss-Massa National Park
About 60 km south, this coastal reserve is a bird-watchers’ paradise. Look for pink flamingos, ducks and the rare bald ibis among the dunes and marshes (best in spring and fall).
Tafraoute
Further southeast in the Anti-Atlas (~166 km), the village of Tafraoute sits among pink and orange rock formations. It’s a haven for hikers and nature lovers, a quiet contrast to Agadir’s bustle. (A long day trip, but rewarding scenery.)
Hidden Gems & Local Favorites
Venture beyond the usual sights to discover Agadir like a local. In the city and nearby villages, locals point out off-the-beaten-path experiences that most guidebooks miss. For example, food-loving visitors may head 30 minutes out to Chez Habib in Sidi Bibi for a truly authentic tagine – a rustic family restaurant famed for tender, slow-cooked lamb and warm khobz bread. Closer in Aourir (just north of Agadir), Chez Brahim is a beachfront shack where fish caught that day is grilled with nothing fancy but delicious results. These are places where Moroccans dine, not tourist traps.
Chez Brahim (Aourir Beach)
A family-run seafood grill on the sand (KM 14 north). Enjoy freshly caught fish and prawns with a view of the waves. It’s pure local charm – no menus, just ask the friendly staff what’s fresh and watch the ocean while you eat.
Chez Habib (Sidi Bibi)
A simple countryside eatery beloved by locals. The tagines (especially lamb) are so tender they “fall apart” with a fork. (Prepare for a short taxi ride, the giant tagine statue at the town entrance makes it easy to find.)
Argan Oil Museum (Agadir)
In central Agadir, visit this small museum to see women demonstrating traditional argan oil making. It’s educational and authentic, you learn how real argan oil goes from nut to “liquid gold”, far from the airport souvenir shops.
Massa Horseback Ride
For a scenic adventure, ride a horse on the beach at sunset in the nearby Massa region. Riders describe this experience as “pure magic” – galloping along dunes with the Atlantic on one side and the red evening sky on the other. The Massa equestrian center offers well-supervised sunset rides ideal for all skill levels.
Kasbah Souss (Agadir)
A hidden crafts quarter where artisans make pottery, leather goods and carvings. This peaceful complex (near downtown) is great for souvenir shopping without the pressure. Locals often invite you for mint tea and are eager to share stories about their crafts.
Each of these spots reflects the daily life and warmth of Agadir’s people. By mixing famous sights with local favorites (and even countryside excursions), you’ll see why Agadir is more than just hotels and beaches. From soaking up the sun on the long beach to sharing tagine with locals or exploring a lush mountain valley, Agadir offers a well-rounded Moroccan experience rooted in both sun-and-sea relaxation and authentic culture.
