About us

Nobi Boutique Surf Hotel is where coastal luxury meets the rhythm of the ocean.

Shaped by more than a decade of surf, travel, and hospitality, Nobi is the refined evolution of a journey that began humbly in 2013 with a small surf camp overlooking the sea. What started as a simple dream soon grew into something much greater; each wave we rode and every guest we welcomed brought new purpose, connection, and depth to our story. In 2016, this spirit blossomed into Pure House — born from friendship and the belief that surfing is far more than a sport, it is a way of life. By 2018, our adventure carried us even closer to the shoreline with Richie’s Beach Club, a vibrant home for surfers, families, and dreamers sharing food, stories, and sunsets.

Today, that same passion lives on at Nobi, set in the heart of Tamraght and Taghazout — now known as the new Bali. At this destination, world-class waves, golden beaches, and relaxed coastal energy attract travelers from across the globe. Nobi brings together the very best of surf, golf, fitness, wellness, and luxury in one refined seaside retreat. With calming boutique rooms, elegant dining, deep surf roots, and a 300 m² high-performance gym with ocean views, it offers a haven for athletic travellers, wellness seekers, and families who thrive by the sea. And with a championship golf course less than 5 km away, the experience extends seamlessly from wave to fairway.

Here, Morocco’s natural beauty blends effortlessly with modern elegance, creating an atmosphere that is both inspiring and deeply restorative — the perfect balance between active living and luxurious coastal escape.