Agadir Enters the Canadian Tourism Market
On Thursday, June 4, 2026, the picturesque city of Agadir officially embarked on its journey into the Canadian tourism landscape. The Moroccan National Tourism Office (ONMT), in collaboration with Air Transat, hosted a grand launch event at the iconic Belvédère du Vieux-Port in Montreal, offering stunning views of the Saint Lawrence River and the city skyline. This event marked the celebration of the upcoming direct flight service between Montreal and Agadir, set to commence on June 12. This inaugural route is a significant milestone in the destination's strategy to diversify its tourism markets.
The event saw a robust representation from the Agadir Souss Massa Regional Tourism Council. The program combined valuable networking opportunities with immersive experiences, fostering connections among stakeholders.
Siham Fettouhi, the ONMT's Director for the North American market, highlighted the project's origins, stating, "Initially, we collaborated with Air Transat to develop a flight to Marrakech. Now, it's time to introduce Agadir to the Canadian market." The market analysis reveals a clear trend: Canadians primarily seek to escape the harsh winter months. As Fettouhi noted, "Dominican Republic, Mexico, Miami: the sun is their compass. Why not open Agadir to the Canadian market, meet the existing demand, and even create new interests?" This presents a high-potential clientele in search of warmth and a change of scenery, which Agadir is now well-positioned to attract.
Fettouhi dispelled a common misconception, asserting, "People often believe that traveling across the Atlantic necessitates a cultural destination. However, that is not necessarily the case. Today, we have everything we need. There has been significant investment in infrastructure and hotels, but we must support this momentum." She emphasized the pivotal role of the ONMT, stating, "It was the ONMT that initiated discussions for establishing this air connection. Alongside the flight's launch, we are actively collaborating with tour operators and travel agency networks. Our goal is to establish the route and ensure it transitions from seasonal to year-round, potentially leading to additional routes in the future," added the ONMT representative.
Unlocking Growth Potential
This direct flight is more than just another travel option; it represents an essential lever for growth in a market that has been relatively untapped until now. Canada is home to a significant Moroccan diaspora that remains connected to its roots. However, the ambitions extend beyond this demographic. Canadian tourists seeking sunshine during the long North American winter months represent a segment with immense potential. With approximately 300 days of sunshine each year, stunning beaches, and a rich coastal offering, Agadir ticks all the boxes for this audience.
As Siham Fettouhi pointed out, "Bringing in a Canadian airline operator also enhances the perception of Morocco among Canadians." This flight is not merely about filling seats; it’s also about reshaping the image of Morocco in the minds of potential travelers. The groundwork has begun at the Vieux-Port of Montreal, as stakeholders eagerly anticipate the inaugural flight on June 12 for this new air route.
As reported by lavieeco.com.
