The weekly market in Imouzzer Ida-Outanane, held every Thursday, is a vibrant and culturally rich event that offers a deep insight into traditional Berber life in the Atlas foothills north of Agadir. Located about 60 kilometers from the city, this market serves as both a commercial and social gathering for the surrounding mountain communities, many of whom travel from nearby villages to buy, sell, and trade goods. Visitors can expect a lively atmosphere filled with the sounds of bargaining, the scent of fresh spices, and the colorful display of locally grown fruits and vegetables, handmade crafts, traditional textiles, argan oil products, and artisanal goods. It’s not only a place to shop but also a unique opportunity to observe rural Moroccan life, interact with local vendors, and witness customs that have been preserved for generations. The market is typically busiest in the morning, so arriving early allows for the most authentic experience. Many travelers combine a visit to the souk with a day trip to the nearby Paradise Valley, making it a perfect cultural and scenic escape from the bustle of Agadir.