Agadir has officially kicked off its summer season with the return of “Azul Agadir,” a vibrant cultural and tourism campaign now in its second year. Set against the scenic backdrop of Al Wahda Square on the city’s seafront promenade, the event aims to draw both locals and tourists with a lively celebration of the rich heritage and unique charm of the Souss-Massa region. The festivities will continue through July 13.
Designed to boost Agadir’s appeal as both a cultural and seaside destination, the campaign highlights the region’s deep-rooted Amazigh identity through an eclectic mix of music, folklore, crafts, and local cuisine. Visitors can expect a colorful atmosphere where tradition meets entertainment, offering a genuine taste of the area’s cultural wealth.
The official launch ceremony brought together local dignitaries including Saaïd Amzazi, governor of the Souss-Massa region, and Karim Achengli, head of the Regional Council. A large crowd gathered to enjoy live performances celebrating Amazigh musical traditions, along with an exhibition showcasing local craftsmanship—a true reflection of the region’s artisanal excellence.
For Lamia Nafâa, deputy director of the Agadir-Souss-Massa Regional Tourism Council, the mission is clear: to spotlight the region’s cultural diversity while giving visibility to local artisans and producers. This year’s edition places special emphasis on handmade creations and artistic expressions that embody the spirit of Agadir and its surrounding areas.
Throughout the 2025 edition of “Azul Agadir,” a packed program of concerts, folklore shows, and cultural activities aims to offer visitors an unforgettable experience while reaffirming Agadir’s position as one of Morocco’s top travel destinations.
Organized by the Regional Tourism Council in collaboration with various institutional partners, the campaign seeks to shine a light on everything that makes Souss-Massa special—from its breathtaking coastline to its rich heritage and mountain landscapes—positioning it as a must-visit location where nature and culture come together seamlessly.
