Everywhere you go in Morocco, someone will tell you about Essaouira. "You have to go," they say. "It's the best city in Morocco." And after spending time in Agadir and the laid-back surf town of Taghazout, driving up the Atlantic coast with the ocean stretching out beside me, I was ready to see if Essaouira could live up to all the hype.
Here is what I found — and whether this windy little coastal city truly deserves its reputation as the best city in Morocco Essaouira fans love to brag about.
Getting to Essaouira — The Coastal Road Trip
The drive from Taghazout to Essaouira covers roughly 150 kilometers along Morocco's Atlantic coast, and it is one of those journeys where the road itself becomes the highlight. The ocean stays with you almost the entire way, and the landscape keeps shifting — from rocky cliffs to wide sandy beaches to stretches that feel almost desert-like.
About 20 minutes north of Taghazout, there is a place called the Timlalin Dunes. If you are coming from Agadir, it is worth a detour. Sand dunes right next to the ocean — that mix of coastline and desert is something only this part of Morocco really gives you.
Along the way, keep your eyes open for the little coffee stops. Old vintage cars converted into mobile coffee machines pop up along Moroccan roadsides everywhere, and the espresso they pull is surprisingly creamy and strong. Pull over, grab a cup, and enjoy the view. You will not regret it.
A Quick Stop: The Goats in Argan Trees
Before reaching Essaouira, there is a sight that will make you stop your car and question what you are actually seeing. Goats. In trees. Just sitting up there, perched on branches like it is the most normal thing in the world.
These are argan trees, and they are extremely popular in this part of Morocco — especially in the Essaouira-Agadir region, which has the highest concentration of them in the country. Argan oil, which is made from the seeds of these trees, is sold everywhere and is famous for being great for skin and hair.
But the goats? They climb up because they love the argan fruit. During the dry season especially, when grass is hard to find, they will scale all the way to the top and strike the funniest poses just to get to those fruits. One farmer along the road had about 40 goats and brings them to the trees every single day. It is one of those things you hear about for weeks and then finally see with your own eyes — and it does not disappoint.
A Complete Guide to the Agadir-Taghazout Region — Beaches, Surf, and Desert Vibes
First Impressions of Essaouira
Essaouira is a city of about 80,000 people sitting right on the Atlantic coast. The very first thing you notice? The wind. This place is famously one of the windiest cities in Morocco, and that wind blows almost year-round. That is exactly what makes it a magnet for kitesurfers from all over the world.
Walking onto the beach, you get the full picture in one sweep. Sand dunes on one side. Kitesurfers catching air out over the waves. Horses trotting along the shoreline. Camels standing patiently, waiting for tourists. And at the far end, the old medina rising up against the sky.
It feels like a mix of everything good about the Moroccan coast wrapped into one place. It has the water sports and beach vibes of Taghazout, but it also has the history and character of a proper Moroccan town. Bigger than Taghazout, smaller than Agadir — and, honestly, more interesting than both.
Why the Essaouira Medina Might Be Morocco's Best
Now, here is where Essaouira really caught me off guard. The medina.
If you have traveled around Morocco, you know that medinas can be intense — loud, chaotic, crowded, and sometimes a little overwhelming. Essaouira is different. Walking through its narrow streets felt genuinely peaceful. The medina is clean, well-organized, and beautifully maintained. The walls are painted in white and blue, which gives it a feel slightly similar to Chefchaouen, but without the heavy tourist crowds.
The architecture is lovely. Moroccan riads and traditional buildings line the alleyways, and one street I wandered down was completely filled with hanging Moroccan carpets — hundreds of them, in every color and pattern, draped from wall to wall. It is the kind of thing that makes you stop walking and just stare.
What makes the Essaouira medina stand out is the balance. It is touristy enough that there are good shops, cafés, and things to discover around every corner. But it is not so touristy that it feels like a theme park. You still have real life happening here — locals going about their day, artisans working, kids playing in the streets.
For someone who has visited many of Morocco's medinas, Essaouira's quickly became a favorite. It is not too big, not too chaotic, and the white-and-blue color palette with the ocean breeze drifting through the streets creates an atmosphere that is hard to beat.
The Fishing Port and Fresh Seafood
Between the old medina and the beach sits the port, and it is still very much a working harbor. This is not a museum or a tourist attraction pretending to be a port — fishermen come and go all day, unloading their catch and sorting through nets.
Right next to the port is a fish market where you can buy fresh seafood and have it prepared for you on the spot. You pick what you want, they cook it, and you eat it right there by the water. It is one of those simple, perfect travel experiences — fresh fish, ocean view, no fuss.
Is Essaouira the Best City in Morocco?
So, back to the big question. Is Essaouira really the best city in Morocco?
Here is my honest take. Essaouira does something rare — it balances beach life and history without sacrificing either one. You can spend the morning watching kitesurfers, eat freshly grilled sardines by the port at lunch, and lose yourself in a beautiful medina by afternoon. All without the chaos you might find in bigger cities like Marrakech or Fez.
It is relaxed. It is beautiful. It is easy to navigate. And it has enough character and culture to keep you exploring for days without getting bored.
Is it the best? That depends on what you are looking for. If you want wild nightlife or massive historical monuments, this is probably not your spot. But if you want a Moroccan city that feels like a deep breath — calm, beautiful, and full of soul — then yes, Essaouira earns its reputation.
Practical Tips for Visiting Essaouira
How to Get There: The most common route is from Marrakech (about 2.5 hours by bus or shared taxi) or from Agadir along the coastal road (about 3 hours). Essaouira also has a small airport with some seasonal flights.
Best Time to Visit: The wind is constant, so expect it year-round. Spring and early autumn offer the most pleasant temperatures. If you are a kitesurfer, summer brings the strongest winds.
Where to Stay: Airbnbs and riads inside the medina are the best options for soaking in the atmosphere. Some are quite creatively designed — though fair warning, if you park a motorcycle or bike outside, the local cats will absolutely claim it as their new favorite seat.
What to Budget For: Essaouira is generally more affordable than Marrakech. Street food around the port is cheap and delicious. Carpet shopping in the medina requires some friendly haggling.
A Heads-Up About Cats: Morocco is famous for its street cats, and Essaouira is no exception. They are everywhere, and they are bold. Keep food and belongings secure, and enjoy the show.
Over to You
Have you been to Essaouira? Do you think it deserves the title of best city in Morocco, or does another city have your heart? And most importantly — did you see the goats in the argan trees? I am curious to hear your stories.
Drop a comment below and let me know. And if you are planning your own Morocco trip, stick around — there is plenty more to explore together.
Next up: We head further north along the coast to Safi, a much less touristy city with its own surprises. Stay tuned.