Agadir, Morocco, May 25, 2025 / TRAVELINDEX / The city of Agadir witnessed a landmark event on May 23, 2025, with the grand inauguration of the Pickalbatros Palais des Roses Resort. This iconic hotel, shines as a symbol of luxury and elegance on Morocco’s Atlantic coast that perfectly blends contemporary comfort with rich historic charm. The reopening of the Palais des Roses comes after extensive renovations, positioning it as a premier beachfront destination.

The inauguration ceremony was a prestigious event led by Mr. Kamel Abou Ali, Chairman of Pickalbatros Hotels Group and attended by a number of Moroccan officials, distinguished personalities, and guests from various parts of the world. Their presence underscored the significance of this reopening for the Moroccan tourism industry, which continues to be a vital sector for the country’s economy. The launch ceremony featured a dazzling fireworks display that illuminated the skies above Agadir’s corniche. A dinner banquet was also hosted in honor of the guests, invitees, and hotel visitors, accompanied by live music and traditional dance performances that showcased the region’s rich cultural heritage.

The resort boasts over 430 hotel rooms and suites, each designed to provide guests with exceptional comfort and world-class service. The property features upgraded spa facilities, lagoon-style pools, exclusive private beaches, and a diverse array of dining options that highlight both Moroccan and international cuisines. The new Palais des Roses is expected to play a key role in attracting a new wave of international visitors to Agadir, reinforcing the city’s status as a leading beach destination in North Africa.

One of the standout features of the Palais des Roses is its direct access to a pristine beach, offering breathtaking views of the Atlantic Ocean. The beautifully landscaped gardens and outdoor pools provide a serene environment for guests to unwind and soak up the sun in style. Whether travelers are seeking a romantic getaway, a family vacation, or a business retreat, the hotel’s comprehensive facilities cater to a wide range of needs and preferences.

The project reflects Pickalbatros Hotels Group’s strategic expansion in Morocco and the MENA region, contributing to the development of tourism infrastructure and creating new employment opportunities. It also supports sustainable and responsible tourism trends, which are increasingly important to luxury travelers.

By raising hospitality standards and attracting high-spending visitors, the Palais des Roses reopening helps Morocco capitalize on the rising demand for luxury travel, complementing other high-profile luxury hotel developments in the country. This momentum strengthens Morocco’s reputation as a growing luxury destination, fostering economic growth and international investment in the tourism sector.

Mr. Kamel Abou Ali is a visionary leader in the luxury hospitality, tourism, entertainment, and sports sectors across Egypt and Morocco. His philosophy embraces optimism and resilience, learning from setbacks and continuously striving for excellence. Over three decades, Pickalbatros has grown into a major hospitality group with over 33 hotels and resorts, more than 14,000 rooms, and a workforce exceeding 12,000 employees. The group operates in prime locations such as Hurghada, Sharm El Sheikh, Marsa Alam, Marrakech, and Agadir, offering a diverse range of hotel concepts from family-friendly to adults-only and sports-oriented resorts.

Mr. Kamel Abou Ali personal ties to Morocco, including his Moroccan wife, have fueled his passion for investing in the country’s tourism sector, where he has developed landmark resorts such as the Palais des Roses in Agadir and the Royal Mirage in Marrakech.

By elevating the quality and diversity of luxury hospitality options, the Palais des Roses helps diversify Morocco’s tourism portfolio beyond traditional cultural and historic attractions. It supports regional economic development through job creation and increased visitor spending in Agadir, contributing to sustainable tourism growth.

Moreover, the resort’s blend of Moroccan architectural heritage and modern luxury appeals to discerning travelers, reinforcing Morocco’s reputation for authentic yet sophisticated experiences. This positions Agadir as a competitive alternative to other luxury hubs like Marrakech and Rabat, expanding the geographic spread of luxury tourism in the country.

The “Pickalbatros Palais des Roses” acts as a catalyst for Morocco’s luxury tourism sector by setting new hospitality standards, attracting high-spending visitors, and supporting the country’s strategic goal to become a leading luxury travel destination in Africa and beyond.

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