Now Agadir, Morocco, Joins Africa’s Global Sports Scene with Major Infrastructure Overhaul for 2023 AFCON and 2030 World Cup

Published on July 8, 2025

The lively port city of Agadir, on Morocco’s southwest coast, is currently undergoing a massive facelift ahead of hosting two high-level international sporting competitions: the 2023 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup. Both its vibrancy and its stunning coastal landscape will see its active streets bustling with millions of sports fanatics and backpackers. Besides Agadir itself undertaking to modernize its Adrar Stadium, its entire infrastructure is getting a makeover to host forecasted foreign guests.

A New Era of Sports Tourism

As Agadir prepares to welcome teams and fans for the AFCON in December 2023, its Adrar Stadium, which boasts a seating capacity of 45,480, is undergoing an extensive renovation. These updates will ensure that the stadium is in top condition for both AFCON and the World Cup in 2030. Agadir’s selection as one of the host cities for these prestigious sporting events will bring international attention to the region, benefiting not only the city but the broader Souss Massa region of Morocco.

Morocco is co-hosting the 2030 FIFA World Cup with Portugal and Spain, and this partnership is expected to lead to a $5 billion infrastructure investment across the country. Agadir, as a key city, is already benefiting from significant upgrades, including enhanced transportation networks, new hotels, and the expansion of the airport.

Infrastructure and Economic Development

The economic impact of hosting two of Africa’s biggest sporting events is expected to be transformative. Both public and private sectors are investing heavily in Agadir’s infrastructure to accommodate the surge in international visitors. Rachid Boukhenfer, Vice President for Economic Development in the Souss Massa region, emphasizes the importance of tourism as a key driver of Agadir’s growth. “Agadir is not just preparing for a sports spectacle; we are positioning the city as a thriving global destination for tourism,” he says.

The city’s airport is set for expansion, with plans to increase flight capacity and improve services for international travelers. Agadir’s strategic location, linking northern and southern Morocco, makes it an ideal gateway for tourists exploring the country’s diverse attractions, from its beaches to its cultural heritage.

Tourism Growth and New Attractions

Tourism remains the backbone of Morocco’s economy, and Agadir is proving to be a magnet for international visitors. In 2023, the city saw nearly 1.5 million visitors, with the British, French, and German markets leading the charge. The tourism sector in Morocco has grown by 20% in 2024, with 17.4 million arrivals recorded, making Morocco the most visited country in Africa. The AFCON and World Cup events are expected to further fuel this growth, drawing sports fans and cultural travelers alike.

Agadir’s local government is working diligently to diversify its tourism offerings to cater to a wide range of interests. While the city is known for its stunning beaches and vibrant nightlife, there are also opportunities for visitors to engage in niche activities such as cultural tourism, surfing, golf, and even digital nomad services. The city’s proximity to the Atlas Mountains and nearby natural reserves also adds to its allure, providing unique experiences for outdoor enthusiasts.

A Focus on Sustainable Urban Development

In addition to its sports and tourism initiatives, Agadir is undergoing a comprehensive urban development program designed to create a modern, vibrant, and sustainable city. This effort, launched by King Mohammed VI in 2020, includes a range of initiatives aimed at improving the quality of life for residents and visitors. These initiatives focus on urban renewal, enhancing mobility, and improving infrastructure while fostering social amenities such as education and health services.

One of the most ambitious projects is the development of seawater desalination stations and water highways to address the region’s water scarcity issues. This project aims to ensure sustainable agricultural growth in the region, which has long relied on the sea for its livelihoods. The city’s growing infrastructure will support new industrial hubs focused on processing agricultural and fishing products, boosting both the local economy and the tourism sector.

New Vocational Training and Job Opportunities

Agadir’s economic development also extends to job creation and vocational training. The region’s unemployment rate, which was recorded at 8.9% in 2024, is being tackled through various initiatives aimed at equipping young Moroccans with skills for the modern economy. Boukhenfer highlights the establishment of a Cité des Métiers et des Compétences, a vocational training center that opened in 2022. This facility offers immersive, industry-aligned education in sectors such as tourism, agriculture, health, and digital technology.

The creation of innovation hubs like the Souss Massa Innovation City within Ibn Zohr University and the Agadir Technopark has also become a focal point for young entrepreneurs and coders. These spaces provide support for startups, offering access to funding, resources, and mentorship. Through these programs, Agadir is laying the groundwork for a more diversified economy that will continue to support tourism and industry for years to come.

A Vision for the Future

Looking ahead, the Souss Massa region aims to reach a GDP of 661 billion Moroccan dirhams (approximately $72.6 billion) by 2046, with a focus on attracting foreign direct investment (FDI). Plans are also in place to establish 30,000 new businesses annually, and initiatives to increase female labor force participation are central to the region’s growth.

As Agadir and the Souss-Massa region continue to expand their infrastructure and diversify their offerings, the city is positioning itself as a key player in Morocco’s tourism and economic landscape. With the World Cup on the horizon, Agadir is set to become a destination that will not only celebrate sports but also provide visitors with a unique blend of cultural, leisure, and natural experiences.

Conclusion

The future of Agadir is rosy as it emerges as a host to two major international sporting events, which will have a lasting legacy on Agadir’s tourism industry. Following massive investments in infrastructure, a rich cultural scene, and employment, Agadir is set to become one of Morocco’s premier tourist spots. Come for the football, come for the beaches, or come for the culture; Agadir has something for everyone.

References: World Travel & Tourism Council (WTTC), Moroccan Government Official Sources, Souss Massa Regional Council