Essaouira has become a hot destination for tourists and travelers in search of adventure with creature comforts and a taste of the exotic never far from reach.
The coastal city, 110 miles from Marrakech, is a mecca for watersports enthusiasts. Surfing is a staple activity, while the blustery conditions make Essouira well suited for windsurfing and kitesurfing.
Nationwide, tourist numbers dipped last year according to the Moroccan Ministry of Tourism, but a direct flight from London to Essaouira set up 18 months ago has helped boost the city's prospects.
Requiring less commitment, there's plenty of options if you want to have a ride along Essaouira's main beach.
The city's ancient Medina is a UNESCO World Heritage Site, and its harbor (pictured) was used as a location in "Game of Thrones", doubling as the slave city of Astapor.
Essaouira has a long and complex history. Formerly known as Mogador, it was visited by Carthaginian sailors, later part of the Roman empire, and seized by the Portuguese in the 16th century.
Package holidays in Essaouira are becoming popular, with many operators offering surf and yoga retreats, where equipment hire, classes and accommodation are all included.
Sara Jolly, co-owner of excursion operator and surf school Explora Morocco, says she has noticed a 20% spike in British business since the new flight connection began.
Essaouira by night. Nada Roudies, general secretary of the Ministry of Tourism, has identified nurturing both natural and cultural assets as key to tourism success, so revenue streams can be generated for locals.
Like this kitesurfer, Essaouira is on the up.