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This paper presents an in-depth city profile analyzing Martil—an emerging coastal satellite urban center in northern Morocco. Situated within a rapidly urbanizing context, Martil exemplifies organic satellite city dynamics in the Global South. The analysis tracks Martil's demographic, spatial, economic, social, environmental, and planning transformations since the 1970s. Accelerated rural-urban migration fueled unstructured peripheral expansion, straining infrastructure and producing socioeconomic disparities. Unregulated construction encroached on floodplains and coastal habitats, increasing climate risks and environmental degradation. Recent urban development plans aim to balance growth priorities with sustainability concerns through zoning, partnerships, and critical projects. However, persisting governance gaps between ambitions and on-ground outcomes continue to hinder equitable development and ecological resilience. The study situates Martil locally and comparatively, underscoring mismatches between prevailing models and satellites' distinct realities. Satellite urbanism's complexities validate calls for fundamental paradigm shifts prioritizing social welfare, climate adaptation, economic diversity, and participatory planning essential for sustainable urban development. This multi-dimensional analysis of a rapidly evolving coastal satellite city on the Mediterranean contributes an original perspective to urban studies scholarship while offering integrated recommendations for practitioners and policymakers. • Rapid coastal satellite urbanization trends unpacked through Martil city case profile • Population influx and unstructured peripheral expansion fuel socioeconomic and ecological pressures • Environmental hazards and groundwater risks analyzed vis-à-vis uncontrolled construction • Intent and implementation gaps in balancing urban growth with sustainability surface • Comparative insights on coastal satellites inform adaptive planning and policy pathways [ABSTRACT FROM AUTHOR]