With 300-plus sunny days per year and a sandy Atlantic shoreline with an inviting promenade that draws beach-happy tourists from all over the world — especially Northern Europeans who flock here in winter — Agadir has a different vibe from the rest of Morocco. After a major earthquake in 1960, the city was largely rebuilt with modern, Western-style amenities. Some neighborhoods have drab, uninteresting concrete-block buildings, but the port area is livelier and more colorful.
What We Love
The Kasbah: Located atop a steep hill with expansive views of the city and its immense marina is the Kasbah, built in 1541 and restored in the 1740s. Only walls and an entry arch remain today, but it is worth the trek to the top to step into yesteryear.
Day Spas and Salons: Several comfortable salons offer body treatments, saunas, and hammams, as well as Argan oil. Rich in vitamins A and E, this omnipresent Moroccan specialty is used to condition hair, moisturize skin, and soothe some rashes and bug bites.
Best Known For
Fresh Catches: Agadir is a major sardine port. Watch the fishing boats arrive with their haul — and then eat a super-fresh sardine snack, quickly fried and doused with a squeeze of lemon.
Souks: Within Agadir, browse Souk El Had, a gargantuan market with hundreds of stalls selling crafts, clothing, textiles, vegetables, fruits, and spices. The colors, scents, and textures are a foodie’s joy! Approximately three miles from Agadir’s center is a Berber-style complex, La Médina, built in the 1990s by an Italian artist and offering handicrafts and art in a peaceful setting.
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Who It's Best For
Fun-in-the-Sun Types: Relaxing, swimming, eating pizza — these are avid activities for visitors to Agadir. If you’re looking for exotic Morocco, there are other cities where history, architecture, and culture surround you in more lavish detail.
Don't Say We Didn't Warn You
Buyer Beware: Look carefully at all merchandise and be prepared to bargain. Many of the goods are locally created and well crafted. Unfortunately, there are also items that are cheaply made in China (and elsewhere), counterfeit, and over-priced.
Laura Manske is a New York-based contributor to ShermansCruise who has also written for Redbook, InStyle, and Cosmopolitan.