In 2025, the city of Agadir reached a historic milestone: for the first time, the destination—which includes Agadir, Taghazout Bay, and Imi Ouaddar—welcomed over one million visitors during the first eight months of the year.
Record Numbers and a Successful Recovery
According to official data from the Regional Tourism Council, 1.012 million arrivals were recorded in classified hotels by the end of August. This represents an increase of 9.65% compared to the previous year and a jump of 25.48% compared to 2019, the reference year before the pandemic. These figures reflect a strong recovery, even surpassing pre-pandemic performance.
The summer season was particularly dynamic, with more than 839,000 visitors in July alone, marking a 10% increase compared to 2024. Although the domestic market saw a slight decline, Agadir consolidated its position as Morocco’s leading seaside resort.
The total number of overnight stays reached 4.307 million during the same period, up 8.6% from 2024 and 15.7% from 2019. The average occupancy rate also rose from 60.72% to 65.93%, indicating greater efficiency in the hotel offering.
A Diverse Clientele, Led by the United Kingdom
Agadir’s success is largely driven by the British market, which remains the main engine of this growth. Visitors from the UK account for more than a quarter of arrivals and nearly a third of overnight stays, with an average stay of over 5.3 days. This trend has been supported by the increase in direct flights.
The French market remains significant, with a 13.15% rise in arrivals, while the German market declined (-13.48%). In contrast, Poland showed notable growth of 20.80%, reflecting a positive diversification of tourist flows.
Challenges Ahead
This performance results from various public policies and investments, notably the 2020–2024 Urban Development Program and the 2023–2026 National Tourism Roadmap. However, the city still faces important challenges.
The decline in domestic tourism is a concern, as the local market is a key source of resilience. Moreover, the reduction in average length of stay calls for the development of new offerings to encourage longer visits, focusing on cultural and nature-based tourism in the region. Finally, sustainability remains a crucial issue. Tourism growth places pressure on natural resources, particularly water and energy, in an area already affected by climate challenges.
By surpassing the one-million-visitor mark, Agadir confirms its status as a premier seaside tourism destination in Morocco and demonstrates its capacity to align with the national tourism strategy. The goal for the coming years will be to balance growth with diversification and sustainability, positioning Agadir as a benchmark destination by 2030.
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