Most travellers arrive from Marrakech, three hours west by Supratours or CTM bus on a good road through the argan forests; buses leave several times a day from the Marrakech bus station and drop you just outside Bab Doukkala. Grand taxis make the same trip faster for a few euros more per seat. Up the coast, regular buses run north to Safi, El Jadida, and Casablanca, and south to Agadir (about three and a half hours).
There is no train station — the nearest is Marrakech. The small Mogador airport (15km south) has occasional flights from Paris, London, and a few other European cities, mostly seasonal; for most people the bus from Marrakech is faster and cheaper.