It’s early morning in Taroudant, southwestern Morocco, and the lively market town is awakening to the muezzin’s call. Its inhabitants, mostly on foot, by bicycle, or horse-drawn calèche, spill into the narrow alleys of the old Medina. The streets quickly buzz with schoolchildren hurrying to class, as merchants arrange piles of colorful spices, seasonal fruit, and handwoven carpets, and the nutty scent of fresh khobz (Moroccan bread) lingers in the air. Just 90 minutes east of Agadir, Taroudant is often called “Little Marrakech” for its honey-colored sandstone walls and bustling souks. But the town offers much more. Unlike its famous counterpart, a three-and-a-half-hour drive northeast — where tourists crowd out the residents in the historic center — Taroudant remains a quieter yet charming alternative, a place where Moroccan life unfolds largely untouched by mass tourism. Its medina, enclosed by majestic walls set against the backdrop of the Anti-Atlas (or Lesser Atlas) mountains, is a designated Moroccan national cultural heritage monument. Here, travelers can experience local culture by savoring authentic Amazigh (Berber) cuisine, sipping tea in family-run shops, and dipping into one of the numerous local hammams. It’s also a great base for exploring the arid mountains, camping in the Sahara Desert, or surfing in the Atlantic Ocean. Morocco’s visitor boom In recent years, Morocco has witnessed an unprecedented tourism boom. The country welcomed 17.4 million tourists in 2024, surpassing Egypt to become Africa’s most visited destination, according to a report from Morocco’s Ministry of Tourism. That’s a 20% increase from 2023 and a 33% surge from pre-pandemic levels in 2019. Further growth is expected in 2025, fueled by new luxury hotels — including the Four Seasons in Rabat and the Waldorf Astoria in Tangier — new flight routes such as Los Angeles-Casablanca with Royal Air Maroc, and Newark-Marrakech on United Airlines, and the African Cup of Nations tournament, due to start in December. The tourism boom, however, has sparked concerns about overtourism and its impact on residents, particularly due to the concentration of travelers in just a few locations like Marrakech. A McKinsey & Company 2024 report ranks Marrakech among the world’s most overcrowded tourist destinations, exceeding Rome and Paris in visitor density per square kilometer. However, it is still possible to explore a less traveled side of Morocco. With mountains, desert and ocean within easy access, Taroudant remains one of Morocco’s most authentic, off-the-radar destinations. Here visitors can enjoy exploring its souks (markets) and kasbahs (fortresses), discover some of the most secret and beautiful riads of Morocco, and immerse themselves in the vibrant Berber culture. Founded in the 11th century CE, Taroudant is one of Morocco’s oldest cities (Fes, the country’s oldest city, was founded between the eighth and ninth centuries), but its history stretches back to Roman times. It played a significant commercial and political role under the Saadian, one of the most influential dynasties, which ruled Morocco throughout the 16th and 17th centuries. Today, it continues to thrive as a trading hub, which is reflected in its bustling markets. The city has two main daily souks: the Souk Berbère, or central market, where locals buy fresh produce, spices, and daily essentials; and the older Souk Arab, or grand souk, specializing in local handicrafts, including ceramics, leather goods, and the silver jewelry renowned among the Amazigh. With a population of around 80,000 and a median age of 28 years, the town retains a relaxed yet youthful energy. French designer Margaux Pigalle, who moved here from New York in 2019, said she fell instantly in love with Taroudant and the slower pace of life it offers. “As a city girl, embracing the tranquility and charm of Taroudant has been a wonderful revelation,” she told CNN. Taroudant also excels in secluded riads, traditional Moroccan houses built around lush gardens or courtyards, which often appear unassuming from the outside. Pigalle co-owns one: La Maison Taroundant, a boutique guesthouse with an enchanting garden, filled with rosemary, citrus, and fig trees that evoke the Mediterranean. It’s an oasis right within the medina, says Pigalle. “A Berber house that resembles a mas (traditional Mediterranean farmhouse) from the south of France.” Hiking and hyperrealism Five miles away from Taroudant, the Palais Musée Claudio Bravo is a hidden masterpiece. Once the home of the late Chilean hyperrealist painter, it’s now a museum and a hotel. Built in a style that blends traditional Moroccan and classical European influences, the palace is a work of art in its own along with its sprawling 75-hectare gardens. The museum hosts part of Bravo’s personal collection, including priceless antiques from Mali, Japan and Morocco, dinosaur fossils, and paintings by Francis Bacon. Just under 20 miles southeast lies the oasis of Tioute, where the ruins of an ancient kasbah (fortress) overlook lush gardens that have been cultivated for centuries. Here, locals grow date palms, herbs, oranges, and prickly pears using a traditional irrigation system that relies on gravity-fed underground water channels known as ‘khettaras’ bringing water to the surface without the use of pumps. It is also home to the Taitmatine Women’s Agricultural Cooperative, where visitors can meet Amazigh women harvesting argan oil. Cracking the nuts with stones to reach the kernels, they then press them in machines to produce the golden oil, a product long used in Moroccan cooking and now highly prized in the beauty industry for its moisturizing and anti-aging properties. South of Taroudant lie the Anti-Atlas Mountains, Morocco’s lesser-known mountain range that’s home to a cluster of charming villages with traditional pink mud-brick houses, slender minarets, and palm-dotted oases. Around the small town of Tafraoute, the heart of Berber Morocco, ancient tribes and traditions remain well established. The landscapes are breathtaking — think unique rock formations like Napoleon’s Hat (you may need to use your imagination), narrow paths connecting hidden valley towns, and lush oases with palm and argan trees.The area is perfect for trekking, mountain biking, and rock climbing. To the west, the Atlantic Ocean is within easy reach. Port city Agadir is an hour west, while the quieter fishing villages of Taghazout and Tamraght, popular with digital nomads and surfers, lie another 45 minutes up the coast. While Morocco grapples with the risks of mass tourism, places like Taroudant offer a blueprint for a more balanced travel experience — one that could benefit both visitors and local communities alike. Marrakech, for example, is predicted to see an 86% increase in tourism by 2030, according to that McKinsey & Company report. Experts suggest diversifying tourist destinations as a potential solution to the risks associated with overtourism, from creating economic dependence in local communities to jeopardizing cultural heritage. Currently, 80% of travelers visit only 10% of global destinations. But as mass tourism transforms iconic locations, Taroudant presents an alternative.
The hidden ‘Little Marrakech’ oasis town that most tourists don’t know about
TruthLens AI Suggested Headline:
"Exploring Taroudant: Morocco's Authentic Alternative to Marrakech"
CNN
7.9
TruthLens AI Summary
Taroudant, located in southwestern Morocco, is often referred to as 'Little Marrakech' due to its picturesque honey-colored sandstone walls and vibrant souks. Each morning, the town comes alive with the sounds of the muezzin's call as locals, primarily on foot or on bicycles, fill the narrow streets of the old Medina. The air is filled with the aromas of fresh khobz and colorful spices as merchants prepare for the day ahead. Unlike the crowded streets of Marrakech, Taroudant offers a more tranquil experience, allowing visitors to immerse themselves in authentic Moroccan culture. The medina is enclosed by impressive walls that are set against the stunning backdrop of the Anti-Atlas mountains, making it a designated national cultural heritage site. Tourists can enjoy traditional Amazigh cuisine, relax in family-run tea shops, and take advantage of local hammams. Additionally, Taroudant serves as an excellent base for outdoor adventures, including hiking in the mountains, camping in the Sahara Desert, or surfing along the Atlantic coast.
In recent years, Morocco has experienced a significant increase in tourism, with 17.4 million visitors recorded in 2024. This influx has raised concerns about overtourism, particularly in popular destinations like Marrakech, which has been ranked among the most overcrowded tourist sites globally. Despite these challenges, Taroudant remains a hidden gem, offering a more authentic and less commercialized Moroccan experience. The city, founded in the 11th century, has a rich historical background, having played a crucial role during the Saadian dynasty. Today, it continues to thrive as a trading hub with its bustling markets, including the Souk Berbère and Souk Arab, where visitors can find local produce and crafts. The town’s youthful energy is reflected in its population of around 80,000, with an average age of 28. Furthermore, attractions like the Palais Musée Claudio Bravo and the nearby oasis of Tioute enhance Taroudant's appeal, showcasing the region’s artistic heritage and traditional agricultural practices. As Morocco grapples with the effects of mass tourism, Taroudant presents a sustainable alternative that benefits both visitors and local communities.
TruthLens AI Analysis
The article paints a vivid picture of Taroudant, a lesser-known Moroccan town often overshadowed by the more famous Marrakech. By emphasizing its charm and cultural richness, the piece appears to serve a dual purpose: promoting Taroudant as a travel destination while also reflecting on the broader tourism boom in Morocco.
Promoting Alternative Tourism
The narrative highlights the serenity and authenticity of Taroudant, contrasting it with the crowded streets of Marrakech. This positioning as an alternative travel spot not only attracts tourists seeking unique experiences but also encourages sustainable tourism practices that can benefit local communities. The mention of local cuisine, family-run shops, and traditional hammams suggests an intention to immerse potential visitors in the genuine Moroccan lifestyle, promoting an idea of tourism that is more respectful and beneficial to local cultures.
Creating a Positive Image of Morocco
By showcasing Morocco as a burgeoning tourist destination that has surpassed Egypt in visitor numbers, the article fosters a sense of national pride. Highlighting the tourism growth to 17.4 million visitors in 2024, it positions Morocco favorably in the global tourism market. This can be seen as part of a larger strategy to elevate Morocco's status, potentially attracting further investment and development in the tourism sector.
Potential Concealment of Challenges
While the article presents a largely positive image, it may downplay the challenges associated with rapid tourism growth, such as environmental concerns or the risk of cultural commodification. The focus on luxury hotels and increased tourist numbers could suggest a prioritization of economic gains over sustainability, hinting at a narrative that might obscure the downsides of mass tourism.
Trustworthiness of the Article
The information seems credible, especially considering the backing of official statistics from Morocco’s Ministry of Tourism. However, the article's emphasis on the positive aspects of tourism might lead some readers to question whether it fully addresses the complexities of such growth. The portrayal of Taroudant as an untouched oasis may be somewhat idealized, risking the perception of manipulation.
Public Perception and Social Impact
This article likely appeals to travelers interested in cultural and experiential tourism, particularly those who favor off-the-beaten-path destinations. The portrayal of Taroudant could resonate with eco-conscious tourists and those seeking authentic experiences, thereby influencing travel trends.
Economic Implications
The emphasis on tourism growth and investment in new hotels suggests potential economic benefits for local communities. However, it also raises questions about the long-term sustainability of such growth. The article could impact travel-related stocks, particularly those linked to hospitality and tourism in Morocco, as increased visitor numbers may enhance profitability for these sectors.
Geopolitical Context
While the article does not delve deeply into geopolitics, it subtly underscores Morocco's position as a significant player in African tourism. The reference to new flight routes and international events like the African Cup of Nations indicates Morocco's strategic efforts to enhance its global presence, which could align with broader geopolitical interests in the region.
Artificial Intelligence Involvement
There is a possibility that AI tools were used in the drafting process, particularly for analyzing tourism trends and generating engaging narratives. If AI was involved, it might have contributed to the article’s persuasive tone and structured presentation, focusing on the appealing aspects of Taroudant while glossing over potential drawbacks.
The article likely aims to promote Taroudant and Morocco's tourism narrative while potentially downplaying challenges. The overall message encourages exploration of lesser-known destinations, fostering a perception of Morocco as a welcoming and vibrant country for tourists.