While Marrakech’s myriad charms are undeniable, the buzzy opening of Fairmont Taghazout Bay has marked the arrival of Morocco’s next big destination for in-the-know travelers. The resort debuted last July in the tranquil hamlet of Taghazout, a onetime fishing village some 10 miles north of Agadir on the country’s windswept Atlantic coastline.

With 146 airy rooms, suites, and villas all facing the sea, the property—which presides over 45 picturesque acres of pristine beachfront studded with stately olive trees and backed by the Atlas Mountains’ argan-green foothills—exudes a quiet grandeur befitting its prime perch in Morocco’s laid-back surfing capital.

Like many idyllic coastal villages, Taghazout became a bohemian enclave in the 1960s; in recent years, surfers and sun-seekers from across the globe have descended upon its sleepy shores. Take one stroll along its golden beaches—where camels sometimes saunter past as surfers emerge from the crashing breaks and don djellabas (hooded woolen cloaks) to guard against the gusts—and it’s obvious why the country’s tourism authority is said to be keen on Taghazout’s evolution into Morocco’s first true seaside resort, a world away from Agadir’s urban sprawl and package-tour vibe.

Options abound for whiling away the hours on property. Kick back on a chaise beside the palm-lined infinity pool overlooking the beach, a crisp Moroccan rosé in hand, or make like a local and take to the waves for a surfing lesson from the resort’s surf club.

Wellness buffs will want to beeline to the show-stopping spa, lined with floor-to-ceiling windows framing panoramic vistas of the shimmering Atlantic. Measuring 15,000 square feet and billed as the largest on the African continent, it melds world-class treatments with age-old artisanal traditions, cocooning guests in eight treatment rooms and three invigorating hammams (including a couple’s hammam) outfitted with hand-glazed zellige tile and glossy tadelakt plaster. A traditional Berber hammam with soothing beldi soap (made from olives), followed by an indulgent aromatherapy massage and topped off with a bracing dip in the magnesium pool, make for an especially revitalizing afternoon.

At dusk, when the sun falls below the horizon in a blazing pink-and-purple panoply, the resort’s notable F&B scene springs to life. Last month saw the unveiling of Morimoto Taghazout Bay, the the long-awaited Moroccan outpost of world-renowned Japanese chef Masaharu Morimoto. The celebrated brand’s first restaurant in Africa, it offers an artful array of sushi and sashimi, as well as other inspired dishes like beef tataki with lemon-soy vinaigrette and lobster sushi rice risotto. Guests can take in the expansive ocean views from Morimoto’s terrace, or grab a sunken booth artfully surrounded by a water feature and dine under the stars. Meanwhile, Beef and Reef, the hotel’s chic surf-and-turf eatery, offers something to satisfy virtually every foodie: hearty ribeyes, a lobster-topped burger, and crispy pizzas fired in a wood-burning oven, complemented by a robust wine list complete with Moroccan vintages.

After dinner, night owls congregate at Nola, a stylish riff on the spirited speakeasies where Louisiana’s storied jazz tradition was born. The sexy, amber-lit space, sumptuously furnished with banquettes and club chairs upholstered in coral and navy leathers, offers a world-class whiskey collection, fine Cuban cigars, and a spirited soundtrack. Meanwhile, craft-cocktail aficionados will delight in the inventive mixology at Junipers, where the drink list takes its cues from the surrounding garden.

The resort’s endlessly charming concierge team offers guests a long list of immersive cultural experiences. At Toudarte, a pioneering agricultural cooperative an achingly scenic hour’s drive away, some 100 women from six rural villages earn an income by producing premium-quality argan oil—a sought-after export, as argan trees are endemic to southwestern Morocco—at its lovely, salmon-hued campus high in the hills. Intrepid athletes can try sandboarding down the almost-otherworldly dunes of the Moroccan Sahara, while oenophiles can revel in the country’s fledgling wine scene with a tasting in the lush vineyards of the Domaine du Val d’Argan near Essaouira. And for a memorable sojourn through the Atlas Mountains, hit the “honey road”: after a hike among the waterfalls and a dip in the palm-fringed, crystalline rock pools of the aptly named Paradise Valley, you’ll wind through almond groves and terraced fruit orchards en route to the villages of Imouzzer, Argana and Izourki, renowned for their thyme and lavender honeys.

Back in Taghazout, those keen to hit the links can head straight to the Taghazout Golf Club, a 27-hole wonder designed by Kyle Phillips, located directly next to the resort; don’t be surprised if the sweeping ocean vistas distract you from your Par 3. An afternoon sojourn into town is also a must: Bargain with friendly vendors offering up piles of colorful handwoven rugs and jewel-toned ceramics, peruse the surf shops for souvenir t-shirts, then hunker down on the sun-splashed veranda at World of Waves, a favorite local gathering spot, and tuck into a tasty tagine while taking in the best beach panoramas in town.

Whatever you do, book your trip soon: with other hoteliers like Hilton and Marriott setting their sights on Taghazout’s unspoiled sands, its singular allure won’t stay a secret for long.

via Forbes