The short answer
Marrakech, for most people. It has the most direct flights, a well-developed tourism set-up, a medina that is easier to navigate than Fes, and the Atlas, the Agafay desert and Essaouira within a day trip. It is also the natural start for the road to the Sahara. Fes and Chefchaouen reward a second trip or a longer first one.
In more detail
Marrakech packs a lot into a small area: Jemaa el-Fna, the souks, the palaces and gardens, hammams and rooftop dinners. From there, the High Atlas villages are about 1h30 away and the Agafay about 40 minutes. A first trip based in Marrakech can feel full without long transfers.
Its intensity is the catch. The square and the souks are busy and the touts persistent, and some first-timers find the first day overwhelming. A pre-booked airport transfer and a guided first walk make the start much easier.
If you prefer a gentler start, Essaouira is the calmest city on the usual routes, and Rabat is the least pressured. If history is the reason you are going, a first trip that starts in Fes and ends in Marrakech gives you both.
Good to know
- Give Marrakech at least three days.
- Pair it with the Sahara or the coast, not both, on a short trip.
- Arrive in daylight if you can.