In Agadir’s hotels, along the coastline, and across its main tourist sites, visitor numbers reflect a destination steadily gaining momentum. The capital of the Souss region continues to attract its traditional markets, particularly the United Kingdom and France, while expanding its reach into other European markets. This has been accompanied by a noticeable increase in domestic demand.
Figures available through the end of May 2026 show the scale of this growth. More than 607,000 tourists had stayed in Agadir since the beginning of the year, an increase of 6.6% compared with the same period in 2025. Overnight stays reached nearly 2.6 million, up 9.7%. These figures reflect both the destination’s appeal and the length of stays, which remains an important factor in its tourism activity.
“Agadir is experiencing very positive growth in visitor numbers. The city is no longer relying solely on traditional markets such as France and the United Kingdom but is also strengthening its presence in new markets, particularly Poland and Belgium, while domestic demand remains strong,” said Elarby Id-Bousaid, an official at a hotel group in Agadir.
For tourism professionals, however, this growth is occurring in a context where demand is increasingly exceeding available capacity. The challenge now is to match this growth with an expansion of supply, particularly in accommodation and tourism services.
“The indicators we have point to a promising summer season. Demand is now exceeding available capacity, which shows the need to accelerate investment in hotels and services to support this growth,” Id-Bousaid added.
Agadir seen from above (M. Oubarka/Le360). Le360
This expansion is not happening by chance. It follows the transformation Agadir has undergone in recent years, notably through the Agadir Urban Development Program launched in 2020. The redevelopment of urban spaces, improvements to infrastructure, and the development of new facilities have gradually strengthened the destination’s appeal and enhanced the visitor experience.
For Noureddine Bourchich, Agadir’s regional tourism delegate, the current momentum is directly linked to the various major projects carried out in the capital of the Souss region.
“The growth of tourism in Agadir today is linked to major royal development projects, some of which have already been completed, while others are nearing completion or are scheduled for the coming years,” he said.
Beyond urban infrastructure, the sector is also focusing on modernizing its offerings. The renovation of several establishments, the arrival of new hotels, and the training of tourism professionals are all contributing to this upgrade.
“Tourism-related infrastructure also plays an important role, whether through upgrading hotel establishments or training a workforce capable of meeting the sector’s requirements,” Bourchich added.
This transformation is accompanied by a strategy aimed at diversifying and strengthening the local tourism ecosystem. The tourism roadmap includes several measures designed to increase the destination’s appeal, such as expanding accommodation capacity, developing new tourist entertainment activities, improving service quality, and strengthening air connectivity.
Air transport is one of the key elements of this strategy. For a destination that relies heavily on international markets, opening and strengthening air links can expand the pool of potential visitors and improve Agadir’s connections with source markets.
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At the same time, the city’s hotel landscape continues to evolve. Two new five-star hotels have recently opened, adding to an offering aimed at both international and domestic visitors.
“Investment has also seen significant developments. The opening of two five-star establishments will strengthen accommodation capacity and consolidate the region’s position in terms of services, comfort, and leisure,” Bourchich said.
Agadir is also looking ahead to another major event: the 2030 World Cup. With the city set to host matches during the tournament, it will need a tourism offering capable of handling an exceptional influx of visitors while also making lasting use of the international exposure generated by the event.
Investments planned over the coming months are being developed with this goal in mind. They will cover infrastructure as well as tourism services and facilities aimed at visitors.
For Agadir, therefore, the challenge goes beyond simply having a successful summer season. The goal is now to turn rising visitor numbers into sustainable growth by simultaneously expanding accommodation capacity, improving service quality, strengthening connectivity, and developing the city’s tourism and entertainment offerings.
For the capital of the Souss region, this is an opportunity to consolidate its position among Morocco’s leading tourist destinations while preparing to move to another level as 2030 approaches.
