A stunning city in North Africa has been named by British Airways among its top trending destinations, as interest in the seaside resort soars.
Last week the carrier released its 2025 Travel Trends Report, which explores things like booking patterns and the most searched for holiday destinations.
According to BA, last month the Moroccan city of Agadir on the country’s southern Atlantic coast saw searches up 308% compared to the same time last year.
This boost in interest put it way above the likes of wildly popular holiday hubs like Abu Dhabi, which saw a 94% increase and Crete (+44%).
The calculation is based on holiday package searches on ba.com in the UK from January 1 to January 23 for 2025 travel dates compared to the equivalent period in 2024, the airline said.
The city is just a four-hour flight from the UK and is famed for its beachfront.
Plage d’Agadir is said the be the city’s top beach haven, spanning six kilometres, and surrounded by boutiques and eateries.
When you’ve had a chance to walk along the promenade there are also various restaurants where you can eat outside, souks (traditional marketplaces) to explore, as well as some stunning architecture.
If you want to get a sense of the city’s rich history you can also visit the Kasbah of Agadir, known locally as the Agadir Oufla, a fortress built in the 16th century.
According to travel agency Tui, the city has a sub-tropical desert climate and experiences hot, dry summers and warm winters.
August is the hottest month of the year, with an average daily maximum of 31C and 20C lows. February is the coolest time of year, but even then the average maximum the mercury rises to is 20C with average lows of 9C, the company says.
Direct flights from the UK to Agadir–Al Massira Airport, which is 13 miles from the city centre, currently start from just £29, according to Sky Scanner.
The Moroccan Government’s “Morocco Tourism Strategy 2023-26”, aims to improve transport connectivity, upgrade hospitality services, as well as develop emerging destinations other than already popular spots like Marrakech and Fes.
A number of major projects have also been launched to attract more travellers, including the expansion of existing airports, in a bid to establish the country as a top global travel hotspot.
