Agadir opened 2026 with encouraging tourism numbers, but the resort destination’s growth is increasingly constrained by insufficient accommodation capacity — a structural challenge that industry professionals warn could cap its competitive potential against rival destinations both domestically and internationally.
January figures paint a picture of solid recovery. Tourist arrivals reached 109,602, up 4.54 percent year-on-year, while overnight stays climbed 5.41 percent to 463,275. Average length of stay improved slightly to 4.23 days, and occupancy rates held steady at nearly 58 percent — a strong performance for the winter season. The British market proved the standout performer, accounting for over 30 percent of total overnight stays with 142,919 recorded in January alone, driven by a 9.46 percent surge in stays and an average visit length of 5.60 days, bolstered by expanded air routes.
Yet these positive indicators expose a growing tension. Four- and five-star hotels are running at occupancy rates of 68 and 59 percent respectively, absorbing the bulk of demand and leaving limited room to capture additional visitor flows. Five-star properties saw arrivals jump over 40 percent, confirming that Agadir’s upmarket segment is driving growth — but also concentrating pressure on a finite supply.
Approximately 5,000 hotel beds remain closed across the destination, representing an immediate opportunity to expand capacity through rehabilitation rather than new construction. Industry operators view reopening these units as the fastest path to relieving saturation, but they also stress that a broader rethinking of hotel investment strategy is needed. The rise of sports tourism, corporate groups, and golf tourism — along with the city’s growing ability to host major events like the Africa Cup of Nations — demands both greater volume and higher quality accommodation.
The equation is now clear: Agadir can attract and retain tourists, but without a decisive capacity expansion, unmet demand will simply redirect to competing destinations, turning a growth story into a missed opportunity.
