El Jadida has a unique coastline. It offers a beach renowned for its fine golden sands and attracts thousands of holidaymakers every summer, about 95% of whom are nationals.

The city is famous for its Portuguese city, whose cistern has fascinated several world-renowned artists such as Orson Welles, Francis Ford Coppola… It is sublime for its Sidi Bouafi lighthouse, built in 1916, its architectural character, its red castle, and its green spaces… All these assets have contributed to the development of El Jadida and have marked the originality of the capital of the Doukkala. Unfortunately, it has lost its charm. The monuments are deteriorating and crumbling over time, because we have completely forgotten that the development of Mazagan relied on three pillars that are intimately linked: the environment, the economy, and tourism. And yet, we keep repeating: "We are going to rehabilitate everything, fix everything. We have a well-prepared file with a magnificent development plan..." But nothing is done. The example of the Cohen building, a true architectural masterpiece, is edifying: it is currently in a deplorable state. As for the other historical monuments, such as the Sidi Bouafi lighthouse, the red castle, the Portuguese city, the former municipality (current second urban district), and the Marhaba hotel, they are left abandoned. For example, the Marhaba hotel, considered an architectural heritage and the preferred place of rest for the late HM Mohammed V, has been the scene of constant looting. Its walls and facades are currently in an advanced state of decay, since its closure in June 1996. Environmental degradation: The sea is also experiencing environmental and ecological degradation due to the discharge into the sea of wastewater and waste from factories in the industrial zone without any treatment. In addition, the city is crumbling under garbage, even in the city centre (Allal Kasmi square, Hansali square, the port). Regarding tourism infrastructure, the reception capacity of El Jadida is almost zero, especially after the catastrophic closure of the Marhaba hotel and the Doukkala hotel, even if four hotels have been opened recently. Yet, El Jadida has everything to become one of the jewels of the Kingdom's tourism. Why are the city's managers and investors not interested in this region and why do they hardly encourage tourism professionals to include El Jadida in tourist circuits? Why not offer visitors to the Mazagan resort the opportunity to discover the Doukkala hinterland? Worse still, traffic in El Jadida is a nightmare due to the degradation of roads and the illegal occupation of sidewalks and even the roadway.

In terms of entertainment, the city is abandoned to a lethargic sleep all year round, except for a few days in summer. The worst is that the city's decision-makers have never seriously thought about intelligently exploiting the Portuguese City and the historical monuments of the Doukkala with the aim of reviving tourism in the region. Unfortunately, the Portuguese City is not equipped with tourism infrastructure. This proves that in El Jadida, it has not yet been grasped that this City, the site of Tit (Moulay Abdellah Amghar), and even the Kasbah of Boulâaouane could constitute, thanks to the Mazagan tourist resort, essential links to concretise Vision 2020.