Think of Morocco and one instantly conjures up a country brimming with exotic smells, vibrant colours and a hubbub of noise. It is a fascinating place that has attracted the likes of Sting, Mick Jagger, David Bowie, Blur and Vanessa Branson, and it is fast becoming a viable alternative as a second-home destination.

The northern coast of Morocco is just a half an hour hovercraft ride from the south of Spain, and three and a half hours flight from London, but it is a world away in atmosphere and culture. The population is 99 per cent Muslim and the scenery and Moorish architecture is stunning.

The cities, with their crumbling grandeur, have considerable charm and everywhere you look there are examples of intricate workmanship — in woodcarving, metal work and jewellery. Wander through the Medinas (old towns) with their bursting souks (markets) and winding narrow lanes littered with a never-ending stream of people on bicycles, scooters, donkeys or on foot, and then disappear into the calm of a museum, mosque or one of the many historical buildings.

A considerable amount of money is being put into the infrastructure around the major cities such as Marrakech, where King Mohammed VI (who has reigned since 1999 and who is far more progressive than his father) has instigated a massive construction programme — restoring old buildings, building an opera house and improving and building new roads, along which a considerable number of large villas and hotels are being built.

The cost of living is inexpensive and the weather superb. Except for a couple of months in the winter, the sun shines, the sky is blue and although it does get hot, it is a dry heat. Jack Francis bought here almost two years ago because of ill health and has never looked back. "I can swim in my outdoor pool from February until Christmas. I like it here because of the climate and the people are incredibly friendly."

And for people who like the outdoor life, there are excellent golf courses, wonderful riding and walking, and pleasant, although not sophisticated, skiing. The beaches are also very good. "We are selling to people who want to experience a wide variety of interests, which might include photography, painting or just sitting by the pool," says Simon Clothier, managing director of Kanga Developments, which has its first site — Bab Adrar d'Atlas — 20 minutes from Marrakech.

"I am very excited about this. It's such an amazing place and I haven't come across such peace and tranquillity as we have at our 20-hectare site. The people are also fantastic and very welcoming, the food is outstanding and views stunning. What more can you want?" he says.

This resort of ten luxurious two-, three- and four-bedroom villas, which is being marketed by Premier Resorts and Amazing Morocco, is being sold on a fractional-share basis. This means that a property can be owned by up to seven people, with each owner having six weeks usage, with a floating ten weeks to be divided between the seven. Or, someone could buy two or three shares if they wanted longer use.

"It's a sophisticated system and works very well," says Clothier. "But it's definitely not a timeshare. Each purchaser owns a seventh of the title which they can sell or leave to someone, and they can enjoy their time there without worrying about what happens during the rest of the year." Each villa will have Moorish-style furnishing with all mod cons, its own swimming pool, the use of a spa, and the height of luxury — its own personal cook.

The properties are being released in three phases, with prices going up by eight to ten per cent in each release.

And as confirmation that Morocco is now firmly on the map as a second-home destination, Hamptons International will be marketing its first development in Marrakech in September. "We recognise that Marrakech is fast becoming an alternative holiday and second-home destination for high-net-worth individuals," says Caroline Reid, associate director of Hamptons International.

Forty properties are to be built in the grounds of the new five-star Four Seasons hotel, located south west of the Medina. All the properties, from two- to three-bedroom riads up to larger, three- and four-bedroom villas, will be built in a traditional Moorish design, set around an internal courtyard, and have balconies overlooking landscaped gardens. Owners will have the use of the hotel's facilities and services, including its luxury spa.

A further up-market villa development is being sold by Imoinvest UK. It has already sold, off-plan, all of the 18 villas at Domain d'Abraj, south of Marrakech (where it was offering a rental guarantee of up to six per cent per annum) and is now marketing Residence Al Qantara, where there will be a selection of newly built one- and two-bedroom apartments with open-plan living room/kitchen and large terraces.

The development has a back drop — as do so many of the properties in and around Marrakech — of the stunning snow-capped Atlas mountains and within the site there will be a communal swimming pool, clubhouse, restaurant, wellness centre and spa.

"Marrakech in particular is becoming very fashionable with both the French and British," says Julien Lu of Imoinvest and for their own use and the market is growing very fast."

And on a former five-hectare olive estate, Michael Dupree, a developer who previously bought and restored property in London, is building seven large, and very beautiful, villas all with 0.6 hectares of land. Marrak Villas is 20 minutes from the airport and the first property is due to be completed by December this year.

"Interest has been good so far, mostly from the UK and from France," says Dupree, "It is such a fascinating country and so easy to get to, much less taxing than flying to the Caribbean, for instance. There is a big demand for quality rental properties and if you wanted to cover the running costs of your villa, then it is quite possible to let it out for several months a year."

Each of the large four-bedroom villas, and the three-bedroom villas have their own pool and private garden, plus the use of two tennis courts.

And there are plenty of older properties for sale too. Karimo Immobilier has a selection of apartments, villas and riads in Marrakech and Essaouira, on the west coast. "We are selling converted properties to UK buyers, who want traditional-style homes, ornately decorated with tiles and carvings," says Kamal Araifa of Karimo. "The market is good at the moment and prices are still going up, although not quite as fast as they have been." One word of warning: Although it is quite straightforward to buy property in Morocco, it is quite a different matter to buy land. This can only be bought with government permission, which can take months and be very complicated. So anyone thinking of building their own luxury villa would do best to buy off a developer who has already gone through the ropes and bought the land.