Fez — Morocco is strengthening its appeal among British holidaymakers ahead of the summer 2026 season, with new data ranking the Kingdom among the most affordable destinations for UK tourists seeking sun, culture, and seaside escapes.
According to a recent consumer report highlighted by Travel and Tour World, a British consumer advocacy association compared the average cost of summer holidays across several popular destinations in Europe and beyond. The study focused on peak-season, seven-night stays booked through both traditional travel agencies and major tour operators.
Within this ranking, Agadir stood out as the most affordable destination outside Europe, securing third place overall. The coastal city recorded an average weekly cost of £946 per person, equivalent to approximately MAD 11,630, positioning it as a competitive option for price-conscious travelers.
Agadir’s growing appeal
The report points to Agadir’s mild climate, Atlantic coastline, and vibrant cultural offering as key factors behind its sustained popularity. Areas such as Taghazout continue to attract surfers and beachgoers seeking quality experiences at controlled budgets, reinforcing Morocco’s image as a value-driven summer destination.
The study calculated prices based on seven-night packages during high season, drawing on offers from established operators such as Jet2holidays and easyJet Holidays, alongside traditional travel agencies.
Mediterranean competition
Alongside Morocco, southern European destinations also featured prominently in the ranking. In Italy, Tuscany ranked second overall, with an average summer stay costing £929 per person. Despite its global reputation and cultural heritage, Tuscany proved more affordable than other Italian destinations, including Sardinia, where similar stays averaged £1,508 per person.
Greece also appeared in the top ten, represented by Zakynthos, which ranked tenth with an average cost of £1,142 per week.
Spain featured heavily in the overall ranking, with six destinations concentrated along the Costa del Sol and in the Canary Islands. The Balearic Islands, however, were absent from the top ten, likely due to higher average prices. Tenerife was noted for its wide price range, offering budget-friendly options alongside four-star hotels approaching £1,000 per week.
Morocco’s strategic advantage
The ranking was completed by Turkey, with Dalaman placing fourth at £1,048 per person for a seven-night stay.
For Morocco, Agadir’s strong performance underscores the country’s growing competitiveness in the British tourism market. By combining affordability with favorable weather, diverse cultural experiences, and Atlantic beach tourism, the Kingdom continues to position itself as a serious alternative to traditional Mediterranean destinations.
As British travelers plan their summer 2026 holidays amid ongoing cost-of-living pressures, Morocco’s pricing advantage could translate into increased visitor numbers, further reinforcing tourism’s role as a key driver of the national economy.
