Souss-Massa Days 2026: A New Era for Tourism Development
The Regional Tourism Council of Souss-Massa has officially issued a call for expression of interest in preparation for the third edition of the "Souss-Massa Days" event. This forthcoming gathering aims to address the structural challenges facing the region, particularly those related to the implementation of the new hotel classification system and the current unavailability of a portion of the accommodation offer.
Following a successful year in 2025, which saw the arrival of 1.5 million tourists in classified hotels across the Agadir destination, the Souss-Massa Regional Tourism Council (CRT) is gearing up for the third iteration of the "Souss-Massa Days" in the coming months. This event is set to build upon the successes of previous editions, focusing on enhancing the visibility of the provinces within Souss-Massa and promoting their tourism products and investment opportunities.
Organized in conjunction with the Moroccan National Tourism Office (ONMT), this edition of the event comes after a year that concluded with 6.3 million overnight stays in the region. The average occupancy rate in the classified tourist accommodation facilities in Agadir was recorded at 66%. Early statistics for the first two months of 2026 indicate 218,509 arrivals (an increase of 0.80%) and 940,349 overnight stays (up by 3.33%).
Addressing Accommodation Challenges
The upcoming Souss-Massa Days will delve into both the situational and structural issues facing the destination, starting with the implementation of the new hotel classification system. The Moroccan Society of Tourism Engineering (SMIT) has established evaluation criteria for national service quality, which will involve audits for 2,500 establishments. This total comprises 1,533 four-star units, 499 five-star establishments, and 468 three-star hotels. The audit process will facilitate the renewal of classifications for 1,768 existing sites and the integration of 732 new entrants.
However, it is noteworthy that a significant portion of Agadir's accommodation capacity is currently inactive. Specifically, 19 hotels are out of service, resulting in a loss of 2,445 rooms and 5,462 beds from an overall capacity of approximately 31,402 beds. The activation of the recovery fund, anticipated to resolve this situation, remains pending. Concurrently, new hotel developments are on the horizon, including the upcoming Grand Dominium opening in Agadir and the commencement of construction on a residence in the Sonaba area by Al Maghribia Lil Istimar, which is set to become the second-largest operator in terms of the number of establishments in the destination.
In addition to these developments, TUI Magic Life is expected to establish a presence in Agadir, taking over the former Club Med site, which has been transferred to the Tikida group (a five-star unit). Furthermore, a new four-star hotel is planned in the Founty area under the Mohammed VI Foundation for the Promotion of Social Works in Education. The unavailability of accommodation options affects establishments across various categories for multiple reasons, including the repercussions of the COVID-19 pandemic, structural imbalances, judicial recovery procedures, renovation works, and management issues impacting these assets. In total, the operational deficit is estimated to exceed 6,500 beds.
Amidst these challenges, the ongoing process of upgrading classified tourist accommodation continues through a subsidy mechanism managed by the Regional Tourism Development Company (SDRT). The initial call for expressions of interest was launched five years ago for hotel operators in Agadir. To date, five out of the 13 beneficiary establishments have completed their renovation projects, while seven are currently in the execution phase.
As reported by leseco.ma.
