If Marrakech is Morocco’s nonstop carnival of color, chaos, and carpet vendors who will absolutely wear you down, then Agadir is its chilled out beach cousin who just wants you to relax, soak up the sun, and maybe eat your weight in sardines.
I spent a whopping eight hours in this coastal wonder and here is what I discovered about Agadir. (Spoiler alert: it’s a delightful fever dream for beach-centric tourists.)
- First things first — the name literally means walled fortress town.
Agadir sounds sandy and sunny, but it translates to walled fortress town in Berber. It is the capital of the Souss Massa Draa region, which I think loosely translates to land of sunburned tourists and very patient locals.
Back in the day this was a serious stronghold. Today it is a vacation hot spot with sprawling hotels and chic eateries. Picture palm trees and sun loungers forever. Plus, a suntan climate that is one hundred percent guaranteed. (Approximately 360 days of sun, but who’s counting?)
- Agadir is basically the sardine capital of the universe
This place is not all umbrella drinks and infinity pools. Agadir is also one of Morocco’s most important fishing ports. It supplies the entire country with sardines. And yes, sardines are a staple here. Fried sardines. Grilled sardines. Sardines that practically swim onto your plate. It’s a whole mood.
- The Casbah survives … kind of.
The Casbah, built in 1572, used to be the pride of Agadir with winding alleyways and a Moorish café that the older residents still talk about with misty eyes.
Then came the 1960 earthquake that changed everything. Only the long sweeping wall remains. The hill is now emblazoned with giant Arabic words that translate to God, Country, King. The homage lights up at night and makes the whole skyline look like a patriotic theme park.
- Speaking of, the 1960 earthquake nearly wiped the city off the map.
One third of the population perished and two thousand residents were never found. A massive mountainscape in the middle of the city has become a shrine for all those lost. Developers have tried to claim the land for decades. The city always replies with a firm no thank you because it’s considered a sacred space.
- Many restaurants have names that belong in a Saturday Night Live parody.
Restaurants are everywhere and many insist they are upscale. I know this because they have extremely fancy names like Vogue Eat and Food Mister. Yes. Food Mister.
But wait — it gets better. The two priciest restaurants sit atop a mountain where an incredibly rich entrepreneur bought two Boeing 747 planes, hollowed them out, and turned them into dining rooms. Imagine drinking a cocktail in what used to be row 42. Only in Agadir.
- Agriculture here is basically cheating.
Agadir sits in a prime spot with fertile soil and a climate that never has a bad day. The city’s phosphates have phosphates. As a result, it produces a shocking amount of fruits and vegetables. Citrus. Veggies. Pineapples. Plantains. Everything.
And the wildest part? Agadir imports nothing. Nary a single fruit or vegetable. If it’s in the produce section at a grocery store, it grows here.
- Argan oil is the liquid gold of Morocco.
Argan oil has more natural antioxidants than anything else on earth. It’s the go-to beauty product (and cooking ingredient) for locals. Pure argan oil is heavily regulated. Heads-up, only buy it in authorized shops.
If you find a bottle in a random market stall, it’s fake or mixed with something weird. Trust me. If it claims to give you the glowing complexion of a Moroccan goddess and it costs three bucks, someone is definitely lying.
- Haggling is a sport.
You can bargain for almost anything in Agadir. Rugs. Spices. Jewelry. Clothes. More rugs. More spices. The only exceptions are garden-variety staples like flour and Moroccan mint tea because those prices are set by the government.
Women, prepare yourselves. Many vendors refuse to bargain with female customers. I witnessed it firsthand and it was unhinged.
And one final fun fact — Moroccans never throw out electronics. Ever. Broken radio. Someone can fix it. TV missing a screen. Someone can fix it. According to our guide, if you see a toaster in a dumpster, something has gone horribly awry.
- Camels are not camels. They are dromedaries, dammit.
Fun fact that will save you from getting aggressively corrected by every Moroccan within earshot. What we call camels are actually dromedaries. One hump equals dromedary. Two humps equals camel. This distinction is apparently very important here.
Call a dromedary a camel and watch the locals wince in collective horror. It’s like calling a violin a banjo or calling Taylor Swift “that singer lady.”
The more you know, people. (Cue NBC logo and shooting star.)
- Vibe check
Agadir is perfect for anyone who wants winter sun without the chaos of Marrakech or the all-inclusive frenzy of the Canary Islands. It’s modern. It’s mellow. It’s sunny and surf ready. It is the perfect blend of beach town charm and Moroccan flair.
If you want a seaside escape with culture, character, and the occasional gourmet meal served from inside a defunct jumbo jet, this is your spot.