Agadir, the Most Affordable Non-European Destination
The study, conducted by a British consumer advocacy association, compared the average cost of one-week summer holidays across several popular destinations. In this ranking, Agadir stands out as the most affordable destination outside Europe, securing third place overall.
The average cost of a seven-night stay in Agadir during peak summer season is estimated at £946 per person (approximately 11,630 Moroccan dirhams). This competitive pricing places the Moroccan seaside city ahead of many European destinations traditionally favored by British travelers.
Beyond affordability, Agadir offers a balanced mix of Atlantic beaches, year-round mild climate, vibrant local culture and modern tourism infrastructure, making it particularly attractive for families, surfers and budget-conscious holidaymakers.
How Morocco Compares with Greece and Italy
Morocco’s strong performance becomes even more notable when compared with European destinations included in the study. In Greece, only the island of Zakynthos made it into the top 10, ranking tenth with an average cost of £1,142 (around 14,040 dirhams) for a seven-night stay.
Italy ranked higher overall thanks to Tuscany, which placed second with an average cost of £929 (approximately 11,420 dirhams). Despite its global popularity and cultural heritage, Tuscany remains more affordable than other Italian destinations such as Sardinia, where equivalent stays can exceed £1,500 per person.
Spain and Turkey Also Present, but Morocco Leads Outside Europe
The report highlights Spain’s strong presence in the ranking, with six destinations mainly located along the Costa del Sol and the Canary Islands. However, the Balearic Islands were notably absent from the top 10, likely due to rising accommodation and travel costs.
Turkey also features in the ranking, with Dalaman occupying fourth place at an average cost of £1,048 per person for a week-long stay. While competitive, it remains more expensive than Agadir.
Why British Tourists Are Choosing Morocco in 2026
The study analyzed peak-season holiday packages offered by major travel operators such as Jet2holidays and easyJet Holidays, as well as traditional travel agencies. Morocco’s consistent affordability, combined with improved air connectivity, modern hotels and a wide range of leisure activities, positions the country as a smart alternative to crowded European resorts.
With competitive prices, cultural richness, and strong tourism infrastructure, Morocco is increasingly perceived as a high-value destination for British travelers planning their summer holidays in 2026.
As demand for cost-effective yet high-quality travel experiences grows, destinations like Agadir are likely to continue benefiting from this trend, reinforcing Morocco’s status as one of the most attractive non-European holiday options.
