In the ‘40s and ‘50s, Marrakech hit the headlines as Winston Churchill’s favourite hideaway. Sheltered from the sun by a parasol, the former prime minister could often be found hidden amongst the rose gardens of the Mamounia, indulging in his passion for painting. In the ‘60s and ‘70s the world watched as the city became the hedonistic playground for the artistic icons of the age, including The Stones, Warhol, Yves St Laurent and the Beatles.

The city has since watched other destinations make their mistakes, waiting quietly before unleashing an unbeatable blend of antiquated style and authentic culture. Traditions have been nurtured, not neglected. Cynics will say that this has to do with economics; a government strategy aimed at increasing tourism numbers. I’d like to think of it as an act of pride and preservation.

Marrakech’s unique look and feel has over many years successfully seduced an international clientele, who seem to appreciate the romantic lifestyle that the city conjures up. The bustling souks and enchanting soothsayers, steam rising from the food stalls in the Djemm al Fna square at night, and mint tea at sunset in Gueliz the French Quarter. These pleasures, and indeed many more, are what casts a spell over even the most hardened of travellers.

Marrakech has filled the pages of magazines and newspapers for the past three years, portraying the dusty, mystical and exotic side of the city. What is so often missed though is its contemporary, sophisticated side.

Scratch the surface, and chic Marrakech emerges, perhaps hidden amongst a maze of indistinguishable passageways, concealed within a Kasbah or behind the gates of a sumptuous palace. More often than not, the best parties are held at someone’s riad in the medina or villa out of town.
Some of the best experiences in Marrakech exist behind closed doors, where a humble entrance can often lead to a spectacular interior, or an oasis of calm. Word has certainly spread, as the city has now become the most fashionable place to celebrate your birthday and get married. Not satisfied with the short break experience alone, however, many are now being drawn by Marrakech’s lucrative property market.

It’s been reported that the rich are now choosing Morocco instead of Spain, and it is easy to understand why. Marrakech in particular is just 3 hours away and yet it offers an exotic experience that simply can’t be found in Europe. Despite the obvious attraction of an ‘all year climate’, the most enchanting element of Marrakech is that it feels relatively unchanged and yet the luxuries exist those who want them.

For those looking to invest in Marrakech, there are plenty of options; riads in the medina, villas in the Palmerie, land in the Atlas Mountains. Some of the more obvious investments come from the luxury new-build developments that have emerged in association with international brands like the Four Seasons and the Mandarin Oriental, who offer villas and riads that have access to their hotel facilities, 5 star service excellence and a guaranteed rental return.

The city also has its sights firmly set on becoming the new golf destination, taking advantage of the reliable weather, breathtaking Atlas Mountain views and the Africa experience. As well as four existing 18 hole golf courses, a Jack Nicklaus signature course is on the way within the Samannah development, but the most inspiring offer appears 10 minutes drive from the city centre on a 225 hectare estate.

It is expected that The Marrakech Golf Club at Assoufid will firmly stamp credibility on Morocco’s golf offer and become Marrakech’s most exclusive course. Assoufid is the city’s first private members estate and it’s easy to see what makes it so special. The developers have taken the land’s natural character and made it the defining attribute, for unlike the majority of Marrakech, Assoufid benefits from a natural undulation that not only ensures commanding views for villa owners, it guarantees a challenging game of golf.

Designed by former European tour player Niall Cameron, Director of Golf at Lyford Cay in the Bahamas, ‘The Marrakech’ is also dedicated to perfecting the game, providing members and residents with access to a state of the art golf academy, dedicated practise areas and PGA qualified professionals.

Assoufid has only 80 luxury villas, each of which sit on 1 hectare plots with prices starting at £1 million. Owners will find a host of facilities at their disposal, including a Rocco Forte boutique hotel and spa. As the operator, Rocco Forte Hotels are also on hand to service the villas and manage the rental of them, for those who wish. In a move that firmly establishes Assoufid as an exclusive player, the developers have also acquired a 9000 hectare estate in the Atlas Mountains, where villa owners and their guests can indulge outdoor pursuits such as shooting, riding and walking.

I’ve been invited to Assoufid to see for myself what all the excitement is about. Sitting in the cool air conditioned comfort of a silver Range Rover, we slip through Marrakech’s ‘new town’, around haphazard taxi drivers and up one of the city’s grand boulevards.

It is just minutes later when we arrive at Assoufid, and I am surprised at just how close we are to the hustle and bustle of city life. The site is in the middle of construction, but my trip provides an insider peek at the scale of the project. Standing at the highest point, the site looks vast, the mountains quite clear in April’s afternoon sun. We drive down to the 8th hole, which looks over the club house and a purpose built lake. Set back from the course, work is underway on two of Assoufid’s impressive villas and yes, I’d be tempted if I was a banker and not a journalist. The developers talk a lot about ‘space’, and whilst at first I assumed this to be another marketing cliché, it is what distinguishes Assoufid from many other projects, that maximise density to ensure a better capital return.

The Marrakech Golf Club at Assoufid opens next year, and whilst I don’t play golf, I can think of no better place to take it up; if only I could afford the joining fee. For now, it’s time to head back to the buzz of Marrakech, sit on the terrace at Café de la Poste with a glass of Medaillon rose and watch the world go by.

For sales information regarding villas at Assoufid, contact Nick Wall at Cushman & Wakefield on +44 (0) 207 491 9791. Club memberships start at £15,000 with just 220 places available (villa owners are granted automatic membership). www.assoufid.com