What are the best things to do in Agadir?

I always level with people about Agadir first: it is not a characterful old Moroccan city. A devastating earthquake in 1960 flattened it, and what was rebuilt is a modern, planned resort town. So if you are chasing labyrinthine medinas and ancient history, this is not your stop. But if you want a reliable, comfortable beach holiday with warm calm water and easy logistics, Agadir is the best in the country at exactly that, and it is honest to judge it on those terms.

The beach is the whole point and it delivers — a long crescent of golden sand on a sheltered bay, with some of the calmest, warmest swimming water on the Atlantic coast and roughly 300 days of sun a year. The beachfront promenade is lined with cafés and is lovely for an evening stroll, and the gentle conditions make it genuinely family-friendly. You can ride camels and horses along the sand, and the consistent wind further along the bay makes the region a watersports and surf hub.

Beyond the beach, the marina is the pleasant modern heart — restaurants, boats, and an easygoing waterfront for dinner. For a sense of the city's past, climb (or drive) up to Agadir Oufella, the ruined hilltop kasbah that survived the earthquake; the walls frame a panoramic view over the bay and the city, and a big illuminated Arabic inscription on the hillside reads 'God, Country, King.' The souk El Had, one of the largest markets in Morocco, is the place to bargain for spices, argan oil, and crafts if you want a taste of commerce.

Agadir is also the best base for the soft-adventure day trips that make the region special — and frankly those are often the highlight. Paradise Valley in the Atlas foothills, the surf capital of Taghazout up the coast, the fishing town of Essaouira to the north, and the walled town of Taroudant inland are all within reach. My honest framing: use Agadir for sun, swimming, and comfortable downtime, then drive out for the scenery. As a beach week with culture on the side, it works beautifully.