The perfect laid-back blend of beach and culture. Visit the fish market, wander the souq, ride a dromedary on the beach.
The traders in Essaouira are not nearly as 'pushy' as those in some of the larger cities, e.g. Marrekech.
Look out for some good art work. This has come some way in recent years. For lunch, head for Gnawa Blues where you can enjoy proper Moroccan dishes and live Gnawa music. More expensive but worthwhile is lunch on the roof terrace cafe at l'Heure Blue.