Territorial Transformations and the Quest for Authenticity in Taghazout, Morocco: Exploring the Evolving Tourism Landscape

Following the arrival of the first surfers in the 1970s, the once-quaint traditional fishing village of Taghazout (Morocco), located 20 kilometres from Agadir, has rapidly transformed into a must-visit beach resort. Over the past decade, tourist-catering ventures have diversified with the emergence of new activities such as skateboarding, yoga, and various sports, relaxation, disconnection, or spiritual retreats.

The new lifestyle in Taghazout attracts new residents, both Moroccan and foreign, affecting the local economy. Among these "nomadic entrepreneurs" are digital nomads, seasonal workers, and “lifestyle” entrepreneurs who temporarily (or perhaps permanently) settle to develop businesses in favourable locations. These new entrepreneurial trends are visibly impacting the local landscape. Away from the historical dwellings of local populations built in the mountains, hostels, surf camps, and co-working spaces for digital nomads now rise along the traditional fisherman's huts along the coast, at the heart of the village neighbouring the brand new luxury hotel resorts, golf courses, and private beach clubs.

Along these transformations, a new offer of "experiential tourism” emerges, centring around "authenticity", sometimes “staged authenticity” (MacCannell), and highlighting the local Amazigh identity and traditions. Drawing upon ethnographic data, semi-structured interviews with entrepreneurs, and netnography of social media content and residents’ group conversation, this research examines the territorial transformations of Taghazout —whether economic, demographic, or cultural— through its diverse actors through the lens of entrepreneurship.