In the first half of 2026, Agadir has reported a significant increase in both tourist arrivals and overnight stays, with figures rising by 5.56% and 8.54% respectively. This upward trend can largely be attributed to the robust performance of both the British and national markets, bolstered by the recent opening of two new classified hotels. This advancement is particularly evident in the five-star hotel segment, which has contributed to a commendable occupancy rate of 65.83% for the semester, setting a positive tone for the upcoming year.
The tourism indicators for Agadir during the early summer months reflect a very favorable trend. In the first semester, the total number of arrivals at classified accommodation establishments reached 732,372 tourists, compared to 693,797 in the same period last year, marking an increase of 5.56%. The enhanced accommodation capacity, following the launch of two five-star hotels, is expected to support the increasing flow of tourists. Among the newly inaugurated hotels is the Grand Dominium, which is the fourth establishment of the Moroccan group Al Maghribia Lil aIstitmar in Agadir, operating under its Dominium Hotels and Residences brand. The other is the Marriott International at Taghazout Bay, noted as the first Marriott Resort to open in Morocco.
During this period, a total of 3.145 million overnight stays were recorded, up from 2.897 million in the first half of 2025, which reflects an impressive growth of 8.54%. The destination is anticipated to surpass 1.5 million tourists and 6.3 million overnight stays logged last year. Historically, Agadir's beach resort sees high visitor numbers during the third quarter and in the winter season (October to December). The disparity between the increase in arrivals and overnight stays can be attributed to an extension in the average length of stay, which increased from 4.18 days in 2025 to 4.29 days in 2026.
Examining arrivals by nationality reveals that the British market continues to play a pivotal role, contributing significantly to both arrivals and overnight stays. In total, there were 1.03 million overnight stays recorded from British tourists, compared to 932,581 in 2025, marking an increase of 11.46%. Additionally, there were 182,561 arrivals from the UK, up by 5.33%, with the average length of stay increasing to 5.69 days from 5.38 days in 2025. The national market has also emerged as a key pillar of activity, recording the second highest volume of arrivals with 180,730 visitors, a rise from 169,950 in 2025, reflecting a 6.34% increase. However, overnight stays from domestic tourists grew more moderately to 429,896, or 4.70%, due to a decrease in the average length of stay down to 2.38 days. The French market saw a slight decline of 0.45% in arrivals, totaling 137,928 tourists compared to 138,552 in 2025; however, this decrease was offset by a 6.24% increase in overnight stays, reaching 686,344 compared to 646,048 in 2025, attributed to a rise in the average length of stay to 4.98 days.
Emerging markets are also contributing to this overall growth, with the Polish market recording an impressive 50.96% increase in arrivals (50,785 tourists) and a 50.56% increase in overnight stays (184,919 nights). Similarly, the German clientele showed positive results with 39,435 arrivals (up 3.58%) and 218,445 overnight stays (up 5.01%).
An analysis of accommodation structures highlights a clear trend toward higher-end establishments, with five-star hotels experiencing the most significant growth. Arrivals at these hotels surged to 203,208 compared to 153,886 in the first semester of 2025, a remarkable increase of 32.05%. Overnight stays at five-star hotels also rose by 34.90% to reach 993,520. Meanwhile, four-star establishments maintained stable activity, recording 191,324 arrivals (up 2.96%) and 846,358 overnight stays (up 0.16%). Hotel residences showed measured growth with 103,343 arrivals (up 5.18%) and 320,933 overnight stays (up 0.34%), while three-star hotels recorded 46,335 arrivals (up 3.37%) and 119,236 overnight stays (up 2.59%). Conversely, tourist villages (club hotels) saw a noticeable decline in their visitor numbers, with arrivals dropping by 15.40% to 129,524 tourists compared to 153,108 in 2025, and overnight stays decreasing by 1.78% to 730,621.
Despite these declines, the overall shift towards higher-end hotels has positively influenced the average occupancy rate for the semester, rising to 65.83% from 61.9% in the first half of 2025, translating to a 6.33% increase.
Looking ahead, the overall growth of Agadir's tourism will depend on revitalizing segments that are currently struggling. In June 2026, tourism activity reflected a slower growth rate compared to the first half of the year, aligning with the pre-summer season. Arrivals in classified accommodation establishments totaled 124,478 tourists, up slightly from 123,537 in June 2025, marking a modest increase of 0.76%. However, the volume of overnight stays maintained a stronger dynamic, reaching 525,350 nights compared to 509,744 in June of the previous year, indicating a 3.06% increase.
This trend correlates with an increase in the average length of stay, which progressed from 4.13 days in June 2025 to 4.22 days in June 2026. This slight deceleration in the growth of arrivals, coupled with the positive trend in overnight stays, demonstrates that the destination has effectively retained its market share by fostering loyalty among existing visitors. The market analysis for June also emphasizes the central role of domestic tourism and the British market in sustaining the destination’s activity, alongside the continued upward trend observed in the high-end segment during the first semester.
The five-star hotels experienced a 7.57% increase in arrivals (33,011 tourists) and a 12% rise in overnight stays (156,981). The average occupancy rate for June 2026 stood at 64.44%, compared to 62.51% in the same month the previous year, reflecting a growth of 3.09%. When considering this monthly performance alongside the cumulative results from the first half of the year (5.56% increase in arrivals and 8.54% in overnight stays), Agadir is well-positioned to approach the latter half of 2026 with optimism.
If the macroeconomic conditions in key European source countries remain stable and direct flight connections continue to expand, the upward trend may persist through the end of the fiscal year. However, the sustainability of this overall growth will partly rely on the operators' ability to reinvigorate activity within the currently declining segments, such as tourist villages and mid-range accommodation structures.
As reported by leseco.ma.
