Crystal Magazine Feb 22, 2026
Agadir… Where Luxury Is Born from Light
An Exclusive Interview with Francis Desjardins Revealing the Secrets of Morocco’s Most Elegant Destination
Agadir today is no longer merely a point on the travel map. It has become a state of feeling, a quiet redefinition of luxury, where the experience is measured not by what you possess, but by what it awakens within you.
Along the Atlantic Ocean, and among the argan-covered hills that hold the memory of the land, Fairmont Taghazout Bay rises like a contemporary architectural poem, translating the spirit of place into a universal language.
In this exclusive conversation with Crystal Magazine, Francis Desjardins, the resort’s General Manager, reveals how Agadir is transforming into one of the world’s most authentic luxury destinations.
The New Luxury… When Experience Becomes the Hero
“For a long time, Agadir was associated primarily with sun-and-sea tourism,” says Desjardins.
“But today, we are witnessing a deeper transformation. Luxury is no longer defined by excess, but by the quality of the moment.”
With more than 300 days of sunshine per year, the city offers what he describes as climate reliability, a rare privilege in an unpredictable world.
Here, mornings begin with yoga facing an endless horizon, and evenings unfold on horseback as golden light melts into the ocean.
It is, ultimately, the luxury of reconnecting with oneself.
Argan… Morocco’s Liquid Gold
In the Souss-Massa region, argan oil is not simply a beauty product. It is a living heritage.
“We do not use argan oil merely as an ingredient,” Desjardins explains.
“We tell its story.”
Within the resort, the oil becomes part of immersive wellness rituals, sourced directly from local women’s cooperatives and transformed into sensory experiences that redefine the meaning of care.
Luxury here is not imported.
It is born from the land itself.
Gastronomy… When Identity Becomes Cuisine
At Fairmont Taghazout Bay, food is not simply served. Culture is presented.
“We do not reinvent Moroccan cuisine,” Desjardins says.
“We reveal its beauty through a new lens.”
The flavors of the Atlantic, the spices of Souss, and ancestral traditions find their way into contemporary creations that speak to an international audience.
Each meal becomes a story.
Golf… Where Sport Meets Art
In Taghazout, the horizon does not end at the golf course.
“The scenery here cannot be replicated,” he says.
Land, trees, and ocean enter into a silent dialogue.
And the player becomes part of the canvas.
True Luxury… Silence
Beyond the resort, Desjardins points to a different kind of experience.
A sunrise journey into the Atlas Mountains.
Sleeping Amazigh villages.
A simple breakfast prepared by a local family.
“Sometimes,” he reflects,
“the greatest luxury… is peace.”
Sustainability… The New Dimension of Luxury
In an increasingly conscious world, luxury can no longer exist without responsibility.
At Fairmont Taghazout Bay, the land that gives this beauty is deeply respected.
From reducing emissions to supporting local communities, preservation becomes part of the experience itself.
Agadir Is No Longer a Destination
It is a promise.
A promise that luxury can still be authentic.
And that the most beautiful places in the world are those that bring you back to yourself.
