Starting June 12, Air Transat will begin its weekly service to the beautiful Moroccan coastal city of Agadir, complementing its existing routes to Marrakech. This announcement was celebrated with a vibrant event held in Montreal, where attendees were treated to a Moroccan-themed atmosphere, complete with a tea master, hand massage stations, ice cream, and a delicious buffet featuring Moroccan specialties. The gathering aimed to encapsulate the essence of Morocco, bridging the distance between the North African country and the banks of the St. Lawrence River.
Prominent figures from the travel industry, media representatives, Moroccan officials, and Air Transat dignitaries gathered at the Belvédère of Saint-Laurent, a spacious venue flooded with natural light, reminiscent of the sun-kissed landscapes of Morocco. The purpose of this elaborate setup was to highlight the imminent launch of the new Montreal-Agadir flight, set to commence on June 12.
“Air Transat was the first Canadian airline to confidently establish a direct route between Canada and Marrakech, and it has proven successful. Two years later, the same airline is now taking the plunge with Agadir,” expressed Siham Fettouhi, Executive Director of the Americas at the Moroccan National Tourist Office (ONMT), with palpable excitement.
Fahd Karrakchou, who oversees the Canadian market for ONMT, noted the growing demand for travel to Morocco, stating, “We are very confident that this flight will be a success. The interest in Morocco is increasing, as evidenced by a 30% rise in Canadian tourists last year and an additional 10% increase so far this year.”
The Rise of a New Destination
With Morocco experiencing significant economic growth, the introduction of this flight is viewed as a strategic move for future development, especially with the upcoming high-speed train set to connect Agadir to Marrakech by 2030, as highlighted by Souriya Otmani, the Ambassador of the Kingdom of Morocco to Ottawa. Similar to the route to Marrakech, the new flight is expected to attract a substantial number of passengers, particularly from the Moroccan diaspora and the broader Maghreb community in Montreal.
“This will serve as our safety net as we launch the flight, allowing time for everyone to discover and want to use it,” Karrakchou added. In the coming years, Morocco is poised to gain more attention, particularly as it prepares to host the FIFA World Cup in 2030, becoming the second African country, after South Africa, to do so, alongside Spain and Portugal. Matches will take place in several cities, including Agadir, Casablanca, Rabat, Marrakech, Fez, and Tangier.
A Compelling Alternative for Summer Getaways
Leonardo Fiori, an account manager at Air Transat, suggested that Quebecers who typically vacation in Florida or Cuba during the summer might consider Agadir for their beach holidays, especially once they discover Morocco's incredibly affordable prices. However, he noted a key difference: none of the hotels in Agadir are directly on the beach, although the sandy shores are just a short walk across the Corniche, the picturesque promenade lining the coastline.
Air Transat has already made vacation packages available, with other tour operators ready to supplement any offerings not provided by the airline, including Helo Maroc, which specializes in this destination and had representatives present at the launch event.
During the evening, Fettouhi shared ten compelling reasons to visit Agadir, which include the sun, surf, and water activities, coastal escapades to nearby surf villages like Taghazout, and rich cultural experiences featuring local history and markets. The list also highlights the stunning natural landscapes, Moroccan culinary delights, art and craft workshops, wellness experiences such as spas and hammams, vibrant nightlife, and diverse accommodations catering to all preferences. Agadir serves as a gateway to various aspects of Morocco, including the coast, desert, mountains, and imperial cities, enhancing its appeal as a travel destination.
“Canada has become one of our most important emerging markets, and Agadir is a growing destination,” concluded Fettouhi. “By connecting Canadians to new, rich facets of Morocco, alongside the souks of Marrakech, we aim to continue inspiring travelers and affirm our long-term commitment to our local partners.”
The direct flight from Montreal to Agadir, operated by Air Transat, will begin on June 12, 2026, and will run weekly every Friday, connecting Montreal-Trudeau Airport with Agadir-Al Massira Airport.
As reported by professionvoyages.com.
