Agadir has a very beautiful beach, however it tends to attract the wrong kind of tourism. As the result of an earthquake in 1960, Agadir is a completely modern city, which reminded me of towns in Northern Germany. It is also permanently full of tourists, especially German tourists. It does have excellent luxury hotels, where activities are organized and there is some form of night-life.
In addition, there are some beautiful golf courses. But if you are searching for the real moroccan atmosphere or examples of traditional architecture, Agadir is not a good place to spend much time. It does represent a useful transport hub and an easy point of access if your coming by plane. Cheap flights from Europe often go to Agadir.
Furthermore Agadir is a good place to make day trips from to nearby highlights including the old walled city of Taroudannt, Paradise valley and the Massa Lagoon.
The Market of Agadir is worth a visit.