In recent months, Agadir has emerged as the top tourist destination in Morocco, boasting an impressive occupancy rate of 86% and a remarkable 14% increase in revenue per available room (RevPAR) by the end of August 2026. These findings are highlighted in the latest hotel performance barometer released by the French consulting firm In Extenso, which specializes in tourism, culture, and hospitality. The growing popularity of Agadir, particularly its all-inclusive offerings, underscores its position as a leading choice for travelers, as evidenced by the data compiled from January to August.
Agadir not only leads the national rankings in terms of occupancy but also showcases a continuous upward trend in average revenue per room and RevPAR. While the national average occupancy rate stands at 61%, a modest increase of 2% over the first eight months of the year, Agadir's performance is particularly remarkable. The city faces a significant challenge, however, as a considerable portion of its classified hotel offerings remains out of service, with 19 establishments, accounting for 6,524 beds, either permanently closed, under construction, or up for sale. This situation raises concerns about potential saturation in the market, especially as flight connections to the region improve.
Hotel Capacity and Revenue Growth in Agadir
In terms of pricing, while cities like Marrakech and Rabat report higher average revenues per rented room—2,567 DH and 2,197 DH respectively—Agadir has managed to achieve a cumulative RevPAR of 1,156 DH, which is an impressive 14% increase. This performance surpasses the national average of 1,093 DH and reinforces Agadir's competitive edge in the market. The city has reported a 4.59% increase in overall arrivals and a 6.71% rise in overnight stays during the first eight months of the year, according to statistics from the Souss-Massa Regional Tourism Council. The total number of arrivals reached 1.06 million visitors, up from 1.012 million during the same period in 2025, primarily driven by increased interest from English, domestic, French, and Polish markets.
As for overnight stays, Agadir recorded a total of 4.6 million nights, an increase from 4.3 million the previous year, indicating a robust demand and an improvement in the average length of stay, which rose from 4.25 days in 2025 to 4.34 days in 2026. This increase highlights Agadir's ability to attract and retain visitors while enhancing its portfolio of activities.
Performance Across Hotel Segments
When analyzing different accommodation categories, distinct operational patterns emerge, with Agadir demonstrating superior performance compared to national averages. The luxury and upscale segment recorded an occupancy rate of 73% from January to August 2026, reflecting a 17% increase from the same period in 2025. The average revenue per rented room in this category reached 2,158 DH, marking an 8% increase, while the RevPAR surged by 26% to 1,566 DH. Monthly data reveals that the upscale segment achieved an occupancy rate of 75% in July and 86% in August, with RevPAR in August reaching 2,187 DH, a 14% rise.
The mid-range segment also exhibited high occupancy levels, maintaining a cumulative rate of 91% from January to August, with an average revenue per rented room of 1,068 DH and a RevPAR of 975 DH. The consistent performance in occupancy, recorded at 94% in both July and August, coupled with strategic pricing adjustments, has allowed mid-range hotels to generate a RevPAR of 1,349 DH in August, a 5% increase.
Overall, the Moroccan hotel industry has experienced a favorable trajectory, with indicators showing significant growth from January to August 2026 compared to the same period in 2025. The average national occupancy rate improved by 2%, reaching 61%, while the average revenue per rented room climbed to 1,799 DH, a 7% increase. This combined growth in visitor numbers and unit prices has resulted in a 9% rise in RevPAR, ensuring that Morocco's hospitality sector remains robust and competitive.
As reported by leseco.ma.
