Agadir, a stunning coastal city in Morocco, has witnessed a remarkable surge in tourism, with more than 5.1 million overnight stays recorded by the end of September 2026. This dynamic growth can be attributed to an impressive influx of 1.18 million arrivals, showcasing the city’s appeal as a premier destination. The success of Agadir's tourism sector is significantly bolstered by the strong performance of four and five-star hotels, particularly influenced by visitors from the UK, France, Poland, and domestic travelers.
A recent report by the Souss-Massa Regional Tourism Council (CRT) highlights the positive trajectory of tourism in Agadir-Taghazout, confirming its beneficial impact on the local economy as the year approaches its end. From January to September, the region welcomed 1.19 million tourists in classified accommodations, marking a 4.52% increase compared to 1.13 million during the same period in 2025. This increase in visitor numbers has directly contributed to the overall rise in overnight stays, which soared to 5.1 million, up from 4.8 million the previous year, reflecting a 6.35% growth.
Moreover, the average length of stay has slightly improved, increasing from 4.26 days to 4.34 days across all markets. As the year progresses, Agadir is poised to achieve 1.6 million arrivals and reach a total of 7 million overnight stays, particularly with the introduction of new flight routes enhancing accessibility to this picturesque destination.
Enhancing Hotel Profitability
The flourishing tourism activity is paralleled by improved profitability within the hotel sector, evidenced by an increase in the average occupancy rate from 66.45% in 2025 to 68.81% during the first nine months of 2026. A detailed examination of accommodation structures indicates that four and five-star hotels are pivotal to the destination's growth. Five-star hotels, in particular, report an average occupancy rate of 71.93%, capturing 318,566 arrivals—a remarkable 21.87% year-on-year increase—and 1.57 million overnight stays, marking a 24.70% rise. These establishments alone account for over 30% of the total overnight stays in the beach resort.
In contrast, four-star hotels also solidify their market position with a 77.20% occupancy rate, hosting 292,486 arrivals and 1.36 million overnight stays, which reflects a slight increase in both categories. The appeal of higher-end all-inclusive offerings continues to attract tourists, although certain types of accommodations, such as hotel residences, have experienced a decline in overnight stays, despite a small increase in arrivals. Additionally, club hotels have seen a drop in both arrivals and overnight stays, while one-star establishments continue to face a downturn.
Top Markets Driving Growth
The British market has solidified its position as the leading source of overnight stays for Agadir, contributing 276,273 arrivals and 1.6 million overnight stays, with an average length of stay of 5.83 days. Domestic tourism remains a vital pillar, generating 377,598 visitors and 1.07 million overnight stays, although characterized by a shorter average stay of 2.83 days. The French market, while experiencing a slight decline in arrivals, maintains a stable volume of overnight stays, aided by an increase in average stay duration from 4.69 days to 4.95 days. Meanwhile, Germany continues to show moderate growth, with 52,567 arrivals and 304,442 overnight stays, along with an average stay of 5.79 days.
The Polish market is on an upward trend, marking a significant increase of 40.25% in arrivals and 35.91% in overnight stays, establishing itself as an emerging market with 72,364 tourists and 281,536 overnight stays. Other markets, such as Belgium and the Netherlands, are also showing renewed interest, with substantial increases in both arrivals and overnight stays. The CRT report emphasizes diversification opportunities, particularly with Scandinavian markets reporting notable increases in overnight stays, driven by improved direct flight connections.
As reported by leseco.ma.
