Starting June 12, 2026, Air Transat will introduce a once-weekly flight service to the Moroccan coastal city of Agadir, complementing its existing route to Marrakech. This announcement was celebrated in Montreal, where a vibrant event transported the essence of Morocco to the city, complete with a tea ceremony, hand massages, ice cream, and a buffet featuring delectable Moroccan specialties. The Belvédère du Saint-Laurent, a spacious glass-walled venue, served as the perfect backdrop, allowing natural light to flood in, symbolizing the deep ties between Canada and Morocco.
Industry professionals, media representatives, Moroccan officials, and Air Transat dignitaries gathered to mark this significant occasion. Siham Fettouhi, Executive Director for the Americas at the Moroccan National Tourist Office (ONMT), expressed her enthusiasm, stating, "Air Transat was the first Canadian airline to recognize the potential for a direct route between Canada and Marrakech, and now, two years later, they are expanding their offerings with Agadir."
Fahd Karrakchou, who oversees the Canadian market for ONMT, echoed this sentiment, noting the increasing demand for travel to Morocco. He highlighted that in 2025, there was a 30% increase in Canadian tourists, and this year has already seen a further 10% rise. This growing interest underscores Morocco's appeal as a travel destination.
The Rise of Agadir as a Travel Destination
According to Moroccan Ambassador to Canada, Souriya Otmani, the new flight represents a strategic decision for Morocco's economic development, particularly with plans for a high-speed train linking Agadir to Marrakech by 2030. The flight is anticipated to attract tourists from the Moroccan and Maghreb diaspora residing in Montreal, providing a solid foundation for its success. Karrakchou explained that this existing community will serve as a "safety cushion" to initially fill the flights while broader awareness builds.
Looking ahead, Morocco is poised to become a focal point for tourism, particularly as it prepares to host the World Cup in 2030 alongside Spain and Portugal. The country will host group stage matches and knockout rounds in various cities, including Agadir, Casablanca, Rabat, Marrakech, Fez, and Tangier, further enhancing its profile as a travel destination.
Leonardo Fiori from Air Transat suggested that Quebecers, who typically vacation in Florida or Cuba, might explore Agadir for its affordable beach holiday options. He noted, however, that while no hotel is directly on the beach, the proximity to the coastline remains attractive, with the Corniche promenade just a short walk away.
Packages through Air Transat are already available, and other travel operators, such as Helo Maroc, are prepared to support travelers seeking unique experiences in the region.
Top Reasons to Visit Agadir
During the event, Siham Fettouhi highlighted ten compelling reasons to visit Agadir, including:
- Abundant sunshine, surfing, and water activities.
- Coastal escapades to places like Taghazout, known for its bohemian surfer vibe, and tranquil beaches like Aglou and Sidi Ifni.
- A rich cultural experience, including historical sites like the Agadir Oufetta kasbah and the Amazigh heritage museum.
- Stunning natural landscapes featuring valleys, dunes, and wildlife in the Souss-Massa National Park.
- Delicious Moroccan cuisine and culinary experiences at local markets and cooking classes.
- Art and craft workshops, offering pottery and Amazigh rhythmic art classes.
- Wellness experiences in hammams and spas, including thalassotherapy and argan oil massages.
- Vibrant nightlife with terraces, live music, and bars.
- A wide range of accommodation options, from luxurious beachfront hotels to surf camps and guest houses.
- Agadir as a gateway to explore various aspects of Morocco, including the coast, desert, mountains, and imperial cities.
Fettouhi concluded by emphasizing the importance of Canada as an emerging market for Moroccan tourism, stating, "By connecting Canadians to rich new facets of Morocco, alongside the souks of Marrakech, we hope to inspire travelers and reaffirm our long-term commitment to our local partners." The direct flight from Montreal to Agadir will commence on June 12, 2026, operating weekly on Fridays between Montreal-Trudeau Airport and Agadir-Al Massira Airport.
As reported by professionvoyages.com.
