Morocco: sunshine, souks and finding the right place to stay

Destination: Morocco – Agadir, Taghazout & Marrakech Travel Consultant: Emily Aspire Travel Holiday Type: Educational / FAM Trip Tour Operator: TUITravel Partners: TUI & RIU Dates: 17–21 September 2026

A first-hand look at Morocco, from beachfront resorts and winter sunshine to Marrakech’s unforgettable souks.

Morocco is one of those destinations that can mean very different things to different travellers.

For some, it’s a beautiful beachfront hotel, warm sunshine, a good book and absolutely no reason to leave the resort. For others, it’s souks, culture, food, adventure and the excitement of exploring somewhere completely different.

Emily recently travelled to Morocco on an educational trip hosted by TUI and RIU, visiting a selection of hotels across Agadir, Taghazout and Marrakech.

The aim was simple: to experience the destination first-hand, inspect the hotels and understand which properties, locations and experiences would work best for different Aspire Travel customers.

And she came home with plenty to share.

First stop: Taghazout

Emily stayed at RIU Palace Tikida Taghazout, and it immediately made an impression.

Modern, stylish and incredibly photogenic, the hotel has a calm and relaxing atmosphere that makes it particularly appealing for couples or families looking for a more effortless escape.

Her Sea View Room was modern, clean and spacious, with completely unobstructed views across the sea.

The hotel itself has beautiful grounds, a spacious lobby and a lovely beachfront setting, with the beach just a short distance away.

For anyone looking for a genuine fly-and-flop holiday, this is a strong option.

There is something very appealing about arriving, settling in and knowing that everything you need for a relaxing break is right there.

But Emily also discovered that choosing the right location can completely change the experience.

Agadir: more than just a resort holiday

One of the biggest things Emily wanted to understand was what Morocco feels like beyond the hotel walls.

And one of the biggest misconceptions she came away wanting to challenge is that Morocco is simply about staying inside an All Inclusive resort.

It really isn't.

Choosing a hotel in the Agadir or Marrakech resort centre can give you easy access to restaurants, cafés, bars and nightlife, allowing you to experience more of the destination rather than simply staying within the hotel.

Taghazout beach was another highlight.

Golden sand, a relaxed atmosphere and good waves make it particularly appealing for beach lovers and surfers. Emily also discovered that Agadir becomes particularly popular with surfers during the winter months, when the larger waves attract visitors looking to get out onto the water.

For a destination that is often associated with resort holidays, there is considerably more to explore.

Finding the right RIU for the right traveller

One of the biggest benefits of an educational trip like this is being able to experience several hotels and compare them properly.

Emily visited a number of RIU properties, and each offered something quite different.

RIU Tikida Dunas

A great family option, RIU Tikida Dunas has large lagoon-style pools, plenty of space for children and a beachfront location in the resort centre.

Being able to walk to local restaurants and cafés makes it particularly appealing for families who want the convenience of a resort but still want some independence.

TUI BLUE Riu Tikida Beach

For adults looking for something more boutique and low-key, TUI BLUE Riu Tikida Beach offers an adults-only experience with a great resort-centre location and a swim-up bar.

A very different feel from the larger family properties, and one Emily could see working particularly well for couples.

RIU Tikida Palace Agadir

This 5-star, family-friendly property offers a livelier atmosphere, extensive grounds and a private beach area with particularly comfortable cushioned sun loungers.

There is also an impressive spa and a strong range of facilities, making it a good option for customers who want a little more luxury while still having plenty going on around them.

RIU Tikida Palmeraie

Over in Marrakech, RIU Tikida Palmeraie offers spacious grounds, a large pool and good children's facilities.

Located around 10–20 minutes from the medina, it could work particularly well for families looking for winter sunshine with the option of adding a day trip into Marrakech.

Marrakech: a completely different side of Morocco

If the beachfront resorts showcase one side of Morocco, Marrakech provides something entirely different.

Emily's guided tour took her into the city and through the famous souks and medina — and this was one of the real wow moments of the trip.

It is busy, colourful, lively and completely different from a traditional beach holiday.

For travellers who enjoy culture, food, exploring and being somewhere that feels genuinely different, Marrakech adds another dimension to a Moroccan holiday.

And Emily's advice?

Don't try to navigate the souks without a guide.

The maze of streets can be incredibly easy to get lost in, so having someone who knows the area can make the experience much more enjoyable.

TUI BLUE Medina Gardens: boutique Marrakech

One of Emily's favourite discoveries was TUI BLUE Medina Gardens.

This adults-only boutique hotel has just over 100 rooms and an excellent central location, around a 10-minute walk from the souks.

There are some particularly interesting features here too, including padel courts, swim-up rooms and rooms with jacuzzis.

For couples looking for a Marrakech break, particularly a long weekend combining sunshine, food, culture and exploration, Emily felt this was a standout option.

The dining experience was another highlight.

The à la carte restaurant was exceptional, with fantastic food, generous portions and a live violinist creating a really special atmosphere.

Emily also noticed the personalised touches for guests, including a thoughtful celebration arranged for a couple marking their wedding anniversary.

It's those details that can make a hotel feel that little bit more special.

ROBINSON Agadir: for travellers who don't want to sit still

At ROBINSON Agadir, the experience was completely different again.

This is a hotel built around activity, atmosphere and getting involved.

There is a huge range of activities included within the All Inclusive offering, making it particularly suitable for active families or couples who want more from their holiday than simply a sun lounger.

And then there was wine yoga.

Yes, wine yoga.

A genuinely unusual experience and something Emily hadn't encountered before, it was a great example of the kind of activities that can make a resort memorable.

The hotel itself is large, with golf buggies helping guests get around, friendly staff and views towards the sand dunes and Royal Palace.

The food: more than tagine

Food is always an important part of experiencing a destination, and Emily found plenty to enjoy across the hotels.

The RIU properties offered extensive buffet choices, with hot cooking stations and plenty of cold options, alongside restaurants with beautiful beach and sea views.

The drinks offering also surprised her, with a strong selection of wines, beers, spirits and cocktails across the properties, including swim-up bars.

There were plenty of vegetarian choices too, including vegetable tagines.

Emily also noticed that TUI BLUE and ROBINSON properties tended to have more obvious gluten-free and vegan labelling than the RIU hotels.

But the standout meal of the trip was undoubtedly at Culinarium at TUI BLUE Medina Gardens.

Exceptional quality, generous portions and a meal Emily couldn't fault.

The little things Emily noticed

Educational trips aren't just about inspecting rooms.

They're about noticing the things that customers might ask about before they travel.

Emily was pleasantly surprised by how safe Agadir felt, with visible surveillance and cameras, and felt comfortable leaving the resort and exploring the local area.

Moroccan tea was another lovely touch, regularly offered when entering hotels and around the grounds.

The quality and variety of drinks available was another pleasant surprise, particularly the wine selection.

And Taghazout beach?

Much better than Emily expected.

The golden sand and relaxed atmosphere made it one of her highlights.

Even Marrakech surprised her, feeling considerably cleaner than she had anticipated given how busy and lively the city is.

Travelling to Morocco

Emily travelled from Birmingham Airport on an evening flight.

Check-in and bag drop were straightforward, with helpful TUI staff, although Birmingham security was lengthy and took up a significant amount of airport time.

Her advice would be to consider Fast Track if travelling from Birmingham.

On arrival at Agadir Airport, the experience was completely different.

The airport was quiet and easy to navigate, and despite travelling as part of a group of 16, the entire process - passport control, baggage collection and getting outside - took around 15 minutes.

A TUI transfer was already waiting, with clear signage and staff directing passengers to the correct coach.

Accessibility also appeared very good, with staff available to assist passengers requiring additional support.

When is the best time to visit Morocco?

Emily's experience has given her a few useful pointers when it comes to timing a trip.

For Agadir, she would recommend the summer months, when the weather is generally more favourable, although travellers should be aware that sea mist can occur in the afternoons.

For Marrakech, April, May, October and November can be particularly appealing if you want comfortable temperatures for sightseeing and sunbathing without the intense peak summer heat, which can reach around 40°C.

And whenever you go, Emily would strongly recommend making time for the Marrakech souks and medina at least once.

A few practical tips from Emily

Take cash to exchange into Moroccan dirhams. Emily found that ATM withdrawal charges can be high. The Moroccan dirham is a closed currency, but GBP, EUR and USD can be exchanged locally.

Don't be afraid to leave the resort. Agadir and Marrakech both offer restaurants, bars, nightlife and plenty to explore.

Think about your room location. Some of the RIU properties are very large, so if you're someone who doesn't want a lot of walking, choosing a room closer to the pool could make a difference.

And if you're choosing between a standard room and a sea view?

Emily would recommend considering the upgrade where possible.

Those views are worth it.

Who is Morocco right for?

Emily came away feeling that Morocco has much broader appeal than she initially expected.

It works beautifully for families, particularly at the larger RIU and ROBINSON properties.

It works for couples, with adults-only boutique hotels, great dining and opportunities to explore.

And it can work particularly well for older couples looking for sunshine, relaxation and good service, without necessarily wanting a destination that feels too busy or complicated.

The key is choosing the right resort and location.

That's where the advice really matters.

Would Emily go back?

Absolutely.

In fact, she'd love to return for a four-night Marrakech break during the winter months, combining sunshine, great food and the chance to explore.

Having experienced the souks once, she probably wouldn't need to repeat them — but she believes they are absolutely worth experiencing at least once.

She'd also happily return to TUI BLUE Medina Gardens, particularly for those padel courts.

For her own travel style, Emily would probably choose RIU Palace Tikida Agadir over RIU Palace Tikida Taghazout next time.

The reason is simple: although she loved the quality of RIU Palace Tikida Taghazout, its more secluded location didn't suit her desire to get out and explore. RIU Palace Tikida Agadir would give her the same 5-star quality while placing her closer to the action.

And that is exactly the sort of distinction that doesn't necessarily come across when you're simply looking at hotel photographs online.

Why first-hand experience matters

Emily's educational trip has given Aspire Travel something far more valuable than a collection of hotel brochures.

She has now experienced several RIU properties herself.

She knows the differences between them.

She knows which hotels work for families, which are better suited to couples, which are more secluded, which offer more activity and which put you closer to the heart of the destination.

She has experienced the food, the rooms, the beaches, the transfers and the destination itself.

And perhaps most importantly, she's been able to challenge some of the assumptions customers might have about Morocco.

Because choosing the right holiday isn't simply about finding a hotel with a good photograph.

It's about finding the right destination, the right location, the right hotel and the right experience for you.

That's where first-hand knowledge makes a difference.

Ready to discover Morocco?

Whether you're dreaming of winter sunshine in Agadir, a relaxing beachfront escape in Taghazout or a few days immersed in the colour and culture of Marrakech, Morocco offers far more choice than you might expect.

And now that Emily has experienced it for herself, she can help you decide which part of Morocco - and which hotel - is right for you.

Thinking about Morocco? Speak to Aspire Travel and let Emily and our team help you find your perfect Moroccan escape. 🇲🇦✈️

Enquire today >>

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

•