With Sunshine Saturday just days away, this beautiful seaside city is the perfect place to book if you want to get some winter sun.

Sunshine Saturday is the day when the holiday industry sees business boom like no other, as over a million British holidaymakers rush to secure their escape from the dreary winter.

The southern charm of Agadir beckons as Morocco’s premier holiday destination. Boasting an abundance of hotels and flight options, the city has become the go-to for Europeans seeking solace from the cold season.

Once razed by an earthquake in 1960, Agadir rose from the ruins under stringent seismic rules. Today, it stands proud as Morocco’s largest coastal resort, pulling in tourists with its extraordinarily gentle climate throughout the year.

The advent of budget airlines and a direct motorway from Tangier since 2010 has made Agadir even more accessible. The Telegraph recently named it one of the best destinations for winter sun without the long-haul flight.

And then there are the beaches the stunning Plage d’Agadir in the heart of the city and the equally captivating Plage Aourir to the north, both luring beachgoers with their soft sands.

Plage d’Agadir, with its sweeping golden shores, tempts visitors with al fresco dining spots and water-based fun in the sun.

A traveller raved on Tripadvisor about their experience: “The beach is beautiful in Agadir. You have to, have to, have to visit if you haven’t.

“Alongside the beach there are several restaurants and places to sit and eat and enjoy the view. It’s definitely a vibe.”

The mild winters, where the January average hits a cosy 20.5 C, coupled with enticing shorelines, have cemented Agadir as a favourite winter sun retreat for those from chillier climes.

Agadir is also a city with a rich history and proud culture. The Timitar festival, a celebration of Amazigh culture and global music, has been a staple of Agadir’s summer events since its launch in July 2004.

The Morocco Movement association also puts together a variety of cultural activities, including concerts, exhibitions, and gatherings spanning visual arts, design, music, graphic design, photography, environment, and health.