Once in the medina, everything can be seen on foot, though you'll be doing a lot of walking. Many tourist destinations are signposted by brown, red or green signs affixed to posts or to buildings. Bear in mind that many of these signs don't take the direct route, and some seem to deliberately send tourists via various markets or other places money may be spent.
For exploring more of the city, buses and petits taxis are plentiful.
Alsa run the city buses and have maps, fares and a frequency guide on their web page.
Almost all buses stop at Djemaa El-Fna and Place Youssef Ben Tachfine and fares range from Dh 2 - 5 depending on the distance. Important municipal bus lines are:
Bus No 19 leaves Djemaa el-Fna every half an hour, starting at 6:15AM in the morning until 9:15PM. The trip to the airport takes about 25 minutes.
There is an open-topped City Sightseeing bus that will take you around the outskirts of the city, with commentary provided via headphones (supplied with your ticket) in any of 8 different languages. The best place to catch it is from the coach stops by Square de Foucauld. Tickets cost Dh 145 each and are valid for 24 hours from the time of issue, no matter how many times you get on or off. You can get a 48 hour ticket for very little extra and as there are two distinct tours, this can be a good deal. Check the timetable carefully, as the buses can stop running earlier than you might think.
An alternative and romantic way to travel is by caleche, a small horse-drawn carriage. They can be hired at Square de Foucauld (the small park to the south of Djemaa El-Fna). It's wise to agree on a price before setting off. As a guide price, you should pay around DH 80 per hour, per carriage.
You should always ask to use the meter (compteur in french); otherwise, you are just contributing to a culture of ripping off people. However, in the vast majority of cases, the drivers will refuse to take you if you insist on using the meter. Even locals often have troubles with drivers in Marrakesh, that’s how it is. Even if you use the meter, the driver may try and charge extra for bags, or be lacking change in order to get a larger fare.
Your only option to avoid this is using the buses which serve most destinations of interest (see above).
For petit taxi, the maximum number of passengers is three (plus the driver), i.e. one fare applies to a single person, or a group two or three people.
For grand taxis (regular Mercedes taxis) there are no meters. Typically the set rate from Marrakech Airport to the Medina or Jemaa el fna (Main square) is Dh 150. There also appears to be no limit to the amount of people they'll attempt to squeeze in! Outside of the airport if you are a group of more than three, the maximum for a Petit Taxi, then do negotiate you fee before you enter the grand taxi.
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