At the gates of Agadir, Taghazout Bay is gradually establishing itself as a major hub of attractiveness on the Atlantic coast. Part of the "Meet. Live. Enjoy" strategy, the destination intends to assert its identity by combining a lifestyle, cultural entertainment, sport, and excellent hospitality. Summer 2025 promises to be a turning point, driven by an ambitious events calendar and a ramp-up of its infrastructure. "This year, the resort has experienced exceptional momentum, driven by a rich and diverse programme. Numerous events have been organised, notably around the Hilton, but with the active participation of all hoteliers, each having proposed their own activations on the occasion of the arrival of tour operators," highlights Nadja Arsalane, Deputy General Manager of the Société d'Aménagement et de Promotion de la Station de Taghazout (SAPST).
The resort is thus giving substance to the ambitions of the Plan Azur in its revisited version, by making Taghazout Bay an integrated, sustainable, and lively destination all year round. Currently equipped with 3,400 beds spread across seven establishments managed by renowned operators such as Hyatt, Hilton, or Radisson Blu, it is preparing to reach a new milestone with two major openings. The first, scheduled for this summer, is the Radisson Blu Residences, a RIPT (Tourist Promotion Real Estate Residences) component that will add 900 beds. The second concerns a Marriott hotel currently being finalised, which will enrich the offer with 500 additional beds. Ultimately, the bed capacity will reach 4,800 beds, confirming the resort's move upmarket. This infrastructural development is crowned by many events to consolidate the summer and friendly identity of the destination.
The resort is thus giving substance to the ambitions of the Plan Azur in its revisited version, by making Taghazout Bay an integrated, sustainable, and lively destination all year round. Currently equipped with 3,400 beds spread across seven establishments managed by renowned operators such as Hyatt, Hilton, or Radisson Blu, it is preparing to reach a new milestone with two major openings. The first, scheduled for this summer, is the Radisson Blu Residences, a RIPT (Tourist Promotion Real Estate Residences) component that will add 900 beds. The second concerns a Marriott hotel currently being finalised, which will enrich the offer with 500 additional beds. Ultimately, the bed capacity will reach 4,800 beds, confirming the resort's move upmarket. This infrastructural development is crowned by many events to consolidate the summer and friendly identity of the destination.
Gastronomy, surfing, art… and more!
"Among the highlights of this first half of the year, several events have left their mark," notes Arsalane, mentioning in particular two cultural meetings organised during the school holidays. On 8 May, a line-up of comedians opened the festivities, followed the next day by a vibrant tribute to Édith Piaf carried by the voice of Nathalie Robier. The month of May also saw the birth of the first edition of Xperienza, which brought together more than 1,500 festival-goers around open-air DJ sets, wellness workshops, and sunrise surfing sessions. The public thus vibrated to the rhythm of humour, music, and morning energy. On the sports side, Taghazout Bay has also multiplied large-scale events, notably with the World Bodyboard Championship in February, then the Pro Taghazout Bay organised in partnership with the World Surf League. "The immersion in the world of board sports has confirmed the nature-sport positioning of the resort," rejoices the director.
From 19 to 22 June, the bay also hosts the 3rd edition of the destination's culinary festival, now named IMI’TASTE, a contraction of "imi", mouth in Amazigh, and "taste" in English. Organised at the Hyatt Place Taghazout Bay, the event, designed "by chefs, for chefs", honours Moroccan gastronomic know-how. "This new edition, rethought and opened to the international scene, was deployed over four days around cooking workshops, gourmet dinners, a gala concert, and a solidarity brunch for the benefit of SOS Children's Villages," specifies Arsalane. The festival thus illustrates a desire to combine excellence, sharing, and social impact, while promoting Moroccan and international culinary talents. This edition brings together 25 renowned chefs, including Kamal Rahal, President of the Moroccan Federation of Culinary Arts, Khadija Bensdira, ambassador of Moroccan cuisine, and Myriam Ettahiri, a member of the MasterChef Morocco jury.
"Among the highlights of this first half of the year, several events have left their mark," notes Arsalane, mentioning in particular two cultural meetings organised during the school holidays. On 8 May, a line-up of comedians opened the festivities, followed the next day by a vibrant tribute to Édith Piaf carried by the voice of Nathalie Robier. The month of May also saw the birth of the first edition of Xperienza, which brought together more than 1,500 festival-goers around open-air DJ sets, wellness workshops, and sunrise surfing sessions. The public thus vibrated to the rhythm of humour, music, and morning energy. On the sports side, Taghazout Bay has also multiplied large-scale events, notably with the World Bodyboard Championship in February, then the Pro Taghazout Bay organised in partnership with the World Surf League. "The immersion in the world of board sports has confirmed the nature-sport positioning of the resort," rejoices the director.
From 19 to 22 June, the bay also hosts the 3rd edition of the destination's culinary festival, now named IMI’TASTE, a contraction of "imi", mouth in Amazigh, and "taste" in English. Organised at the Hyatt Place Taghazout Bay, the event, designed "by chefs, for chefs", honours Moroccan gastronomic know-how. "This new edition, rethought and opened to the international scene, was deployed over four days around cooking workshops, gourmet dinners, a gala concert, and a solidarity brunch for the benefit of SOS Children's Villages," specifies Arsalane. The festival thus illustrates a desire to combine excellence, sharing, and social impact, while promoting Moroccan and international culinary talents. This edition brings together 25 renowned chefs, including Kamal Rahal, President of the Moroccan Federation of Culinary Arts, Khadija Bensdira, ambassador of Moroccan cuisine, and Myriam Ettahiri, a member of the MasterChef Morocco jury.
Summer vibe in Taghazout Bay
Music also promises to be unmissable. From 25 to 27 July, the TaghaMusic festival will make the bay vibrate with an eclectic programme mixing international headliners and Moroccan talents. Tayc, Kendji Girac, L’Algérino, Dystinct, Rym, and even the Amazigh singer Karima Gouit are expected for three days of celebration in a musical village set up in the heart of the resort. "The festival will offer three themed evenings designed for all audiences," details the DGA of the SAPST. The first will highlight artists with urban and Afro influences, such as Tayc and Algérino, whose latest hit is already making social networks dance. The next day, Kendji Girac will perform on stage, preceded by Pansem, a young Moroccan artist on the rise. Finally, a 100% Moroccan evening will close this musical weekend with the Amazigh singer Karima Maï and the artist Rita Pici, both rising figures on the national and international scene.
The programme will continue for the first two weekends of August with the return of TaghaComedy, which will welcome Bassou and Yassar for two stand-ups, as well as several live concerts. "There is also the TaghaGroove & Move which will honour dance and wellness by the sea, and TaghaMovies will offer open-air screenings for cinephile evenings under the stars," adds the bay manager.
The Africa Cup of Nations, which Morocco will host in January 2026, will also stop at Taghazout Bay, which will host four national teams in its hotel establishments. A sports village in African colours, a Christmas market inspired by Amazigh traditions, and large fireworks will mark the end-of-year festivities in a warm and continental atmosphere, whispers Nadja Arsalane, convinced of the success of this experience.
Through this ambitious programme, Taghazout Bay confirms its transformation and is profiled as a lively destination, anchored in its territory, connected to culture, sport, and Moroccan youth. By 2026, it intends to position itself sustainably as a new-generation tourist hub, in line with the aspirations of more experiential, creative, and sustainable tourism.
Music also promises to be unmissable. From 25 to 27 July, the TaghaMusic festival will make the bay vibrate with an eclectic programme mixing international headliners and Moroccan talents. Tayc, Kendji Girac, L’Algérino, Dystinct, Rym, and even the Amazigh singer Karima Gouit are expected for three days of celebration in a musical village set up in the heart of the resort. "The festival will offer three themed evenings designed for all audiences," details the DGA of the SAPST. The first will highlight artists with urban and Afro influences, such as Tayc and Algérino, whose latest hit is already making social networks dance. The next day, Kendji Girac will perform on stage, preceded by Pansem, a young Moroccan artist on the rise. Finally, a 100% Moroccan evening will close this musical weekend with the Amazigh singer Karima Maï and the artist Rita Pici, both rising figures on the national and international scene.
The programme will continue for the first two weekends of August with the return of TaghaComedy, which will welcome Bassou and Yassar for two stand-ups, as well as several live concerts. "There is also the TaghaGroove & Move which will honour dance and wellness by the sea, and TaghaMovies will offer open-air screenings for cinephile evenings under the stars," adds the bay manager.
The Africa Cup of Nations, which Morocco will host in January 2026, will also stop at Taghazout Bay, which will host four national teams in its hotel establishments. A sports village in African colours, a Christmas market inspired by Amazigh traditions, and large fireworks will mark the end-of-year festivities in a warm and continental atmosphere, whispers Nadja Arsalane, convinced of the success of this experience.
Through this ambitious programme, Taghazout Bay confirms its transformation and is profiled as a lively destination, anchored in its territory, connected to culture, sport, and Moroccan youth. By 2026, it intends to position itself sustainably as a new-generation tourist hub, in line with the aspirations of more experiential, creative, and sustainable tourism.
