Pickalbatros Palais des Roses Reopens in Agadir: A New Era in Luxury Hotels

Agadir, May 23, 2025 – A Grand Reopening for the Pickalbatros Palais des Roses

Agadir, May 23, 2025 — Nestled along Morocco’s Atlantic coast, the Pickalbatros Palais des Roses officially reopened its doors in a grand ceremony. This marks a significant step in the revival of luxury tourism in the Souss-Massa region.

Among the honored guests was Mr. Mohamed Dekkak https://dekkak.com/, founder and chairman of Orchid Island Group. He attended as a personal guest of Mr. Kamel Abou Ali, founder of Pickalbatros Hotels & Resorts.

A Visionary Leader in North African Tourism

Kamel Abou Ali is a renowned self-made entrepreneur and a key figure in North African tourism. Over the past three decades, he has built a hotel portfolio of more than 30 properties across Egypt, Morocco, the UAE, and beyond. He is also known for revitalizing struggling coastal destinations such as Hurghada and Sharm el-Sheikh.

His long-term strategy includes making Morocco a central pillar of his Maghreb expansion. The reopening of the Palais des Roses reinforces Pickalbatros’ presence on Morocco’s Atlantic coast and supports the ongoing transformation of its hospitality sector.

A Star-Studded Ceremony

The event took place on Friday, May 23, starting at 5:00 PM. It brought together high-level institutional, economic, and diplomatic figures:

• His Excellency Mr. Saïd Amzazi, Wali of the Souss-Massa Region
• His Excellency Mr. Aziz Akhannouch, President of the Communal Council of Agadir
• Her Excellency Ms. Kenza Gassib, Director General of the Regional Investment Center (CRI) Souss-Massa
• Her Excellency Ms. Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social and Solidarity Economy

Also present were members of the diplomatic corps, senior executives from the hospitality industry, and national and international business leaders.

Set against a backdrop of lush tropical gardens, illuminated fountains, and soft Andalusian music, the evening culminated in the symbolic ribbon-cutting ceremony. It marked the rebirth of this iconic hotel.

A Strategic Investment in Luxury Hospitality

After years of closure, the Palais des Roses underwent a full renovation funded by an investment of 500 million dirhams. The project was led by Pickalbatros Hotels & Resorts, a major player in international tourism.

Redefining the 5-Star Experience

Now classified as a 5-star property, the hotel offers:

• 404 luxurious rooms and suites with contemporary design inspired by Moroccan and Andalusian styles
• A 2,000 m² spa featuring a traditional hammam, hydrotherapy pool, and treatment cabins
• An indoor and outdoor heated pool
• A state-of-the-art fitness center
• Six themed restaurants offering Italian, Asian, Moroccan, healthy, and grilled cuisine
• A kids’ club and an 800-seat conference center
• Direct access to the beach and a sprawling 4-hectare garden

The hotel targets a diverse clientele, including Gulf tourists, European families, and professionals attending conferences or incentive trips.

Thanks to partnerships with TUI, Sunweb, Ryanair, Wizz Air, and other key players, the hotel aims to become a central hub in the recovery of Agadir’s tourism sector.

Boosting the Local Economy

The reopening has already created over 300 direct jobs, most of which have been filled by local residents. In addition, collaborations are underway with regional artisans, producers, and cooperatives. These efforts aim to generate broader economic benefits for the Souss-Massa region.

During the event, Mr. Mohamed Dekkak congratulated Mr. Kamel Abou Ali on his commitment to Morocco. He emphasized how projects like this help strengthen the Kingdom’s image as a top-tier destination for investment and tourism.

Competitive Pricing and Ambitious Goals

Room rates range from 1,500 to 2,400 dirhams per night, depending on the season and room type. The hotel aims to reach a 75% occupancy rate by the end of 2025.

This revival aligns with the 2022–2027 Regional Development Plan. Its goal is to reposition Agadir as a competitive, sustainable, and attractive seaside destination on the global stage.

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