Its buzzing and crazy and fun, you will need comfortable shoes, and women should cover cleavage/thighs etc. Take some coins for beggars (no welfare state, the elderly and disabled have no choice but to beg)
Better value is to be had the further away from the centre of the square. Jemaa el Fna is where the tourists go when they only have one day. we fortunately had longer and found the Kasbah, and other outlying souks less pushy and better value.
Don't let people persuade you that you are heading in the wrong direction ! they will put you on the right track after taking you miles through tiny lanes then insist on money and get stroppy ! we only did this once then got a map.
Preferred Rahma Kedima (reached via the main souks) and Place de la Ferblantiers, watching the storks over coffee.
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