While many travelers skip over Agadir, this seaside resort town deserves attention for its modern charm and beach-focused appeal. A powerful earthquake in the 1960s nearly erased the old city’s historic core, so Agadir lacks traditional Moroccan elements like maze-like medinas and centuries-old souks. However, what it does offer is a long, golden stretch of beach lined with upscale resorts, international restaurants, golf courses, and an abundance of shopping venues.

The roots of Agadir go back to the 15th century, when Portuguese merchants established a trading outpost here to connect with Saharan caravans. During the 16th century, as the Saadian empire grew, Agadir’s port flourished thanks to exports of sugar, cotton, and other goods from the desert. This prosperity lasted until the 1760s, when Sultan Sidi Mohammed ben Abdallah redirected trade to the newly established port of Essaouira.

After the devastating earthquake, Agadir was entirely rebuilt. Though it lacks the ancient charm found in cities like Fes and Marrakech, its spacious layout and modern conveniences make it a favorite among those seeking relaxation. Agadir has since evolved into Morocco’s premier destination for sun lovers and beachgoers. Its wide promenade is a social hub where locals and tourists alike gather, featuring a pristine beach, the whitewashed marina, and sunny skies for most of the year.

Even though it doesn’t boast a historic medina, there are still unique attractions worth exploring. Visit Souk Al Had, the city’s main market, where you’ll find local produce from the fertile Souss plains alongside souvenirs and everyday goods. Afterward, head to the Polizzi Medina, an artisan village designed by Italian architect Coco Polizzi using traditional Moroccan techniques. Here, you’ll stroll through a reimagined medina with charming homes, cafes, and workshops.

Discover modern Agadir in Nouveau Talborjt, developed as the city’s new center after the earthquake. Don’t miss the historic Agadir Oufella kasbah, originally built by Mohammed Ech-Cheikh in 1540 to oversee the Portuguese fort, then restored in 1752 by Moulay Abdallah. Located at 775 feet (236 m), it offers panoramic views of the city, its beaches, and marina.

Wrap up your visit at Agadir’s luxurious marina, a symbol of the city’s rebirth. This expansive complex includes holiday apartments, boutique stores, international brands, eateries, and even boat tours. It’s the perfect blend of Moroccan coastal life and modern luxury.