What is there to do in Agadir if you're not a beach person?
The short answer
Agadir works best as a base. The city itself offers Souk El Had (one of North Africa's largest markets), the restored Kasbah hilltop, and excellent port-side seafood. The real draw is what's around it: Taghazout's surf coast (20 min), Paradise Valley (1 hour), Tiznit's silver market, and Taroudant's unwalled medina. Agadir rewards people who radiate outward.
The honest answer: Agadir is a base, not a destination in the way Marrakech or Fes are destinations. Its strength is what's around it.
**Souk El Had** is the city's commercial heart — one of the largest markets in North Africa, sprawling across multiple blocks with over 3,000 shops. It's modern, organised, and genuinely useful for spices, argan products, and leatherwork. Less atmospheric than a medina souk, but the prices are more transparent and the range is enormous.
**Agadir Oufella** — the restored hilltop Kasbah — reopened in 2024 after a careful heritage project that preserved what the 1960 earthquake left standing. The view from the top spans the entire bay. At night, the walls are illuminated and the Arabic inscription — *God, Country, King* — glows across the hillside.
The real draw is the **Souss-Massa region** radiating outward. Taghazout is 20 minutes north — Morocco's surf coast. Paradise Valley in the foothills of the High Atlas is an hour inland, with natural swimming pools carved into canyon rock. Tiznit, an hour south, is the centre of Moroccan silver jewellery. Taroudant — *little Marrakech* — sits in the Souss plain surrounded by intact ramparts and a working souk that sees almost no tourists.
For food: Agadir's port area serves some of the freshest and cheapest seafood in Morocco. Grilled sardines, calamari, sole — pulled off the boats that morning. The city also sits at the heart of the argan-producing region. The Arganier Museum on the road to Taghazout documents the tree, the oil, and the cooperative system that produces it.
Agadir rewards people who use it as a launchpad. Stay on the coast, eat well, and radiate outward. The interesting Morocco is 30 minutes in every direction.