The summer season is in full swing in Agadir this July, as domestic and foreign holidaymakers enjoy their stay in peace while indulging in the joys of the sea on the city's beautiful golden-sand beach. This year, the beach has a new look thanks to the development of the corniche, the final phase of which is nearing completion.

From the early hours of the morning, it begins to welcome the first bathers and those keen on gym or walking by the sea on the cool sand or the seafront promenade, all while breathing in the fresh sea air to their heart's content.

In Oulad Teïma or Taroudant, where it is hot at this time of year—which is, all things considered, quite normal—people prefer to come and spend Sunday in Agadir and return home the same evening.

Those who can take their holidays in July generally go camping near Taghazout, at km 25, in Aghroud, at Cap Ghir, or even further afield, in Imsouane for fishing enthusiasts. This is also the case for many Gadiris and domestic visitors who love camping and life close to nature.

Admittedly, it was a little hot last week in Agadir, especially on Sunday and Monday. But nothing abnormal compared to the real heatwave years we experienced, particularly in the early seventies. While inside homes that do not have air conditioning it was hotter than usual during the nights from Sunday to Monday and Monday to Tuesday, outside, where the sky was covered in mist, it was cool. Moreover, by Wednesday, the temperature had softened.

In Agadir in summer, one wakes up in the morning under a morning mist that tends to dissipate around midday with the appearance of the sun. In the afternoon, the temperature rises just a little. In fact, it is around 5 p.m. and 6 p.m. that people prefer to go to the beach, where it is pleasant to swim in the afternoon, sunbathe a little, or read quietly in the shade of a parasol. As for the children, they have the choice between swimming or the many sporting activities offered to them as part of the "Clean Beaches-Summer 2010" programme, thanks to Royal Air Maroc, which has been actively participating as a responsible national company in this vast national operation since 1999 at the Agadir beach, which has once again obtained the international "Blue Flag" label this year.