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Agadir – Air Transat has launched a new direct air route between Montreal and Agadir, with the first flight scheduled for June 12, strengthening air connectivity between Morocco and Canada.
The news was announced and celebrated during a promotional event organized by Morocco’s National Tourist Office (ONMT) in Montreal. The gathering brought together travel professionals, tour operators, media representatives, Moroccan officials, and diplomatic figures to highlight the strategic importance of the new connection.
Held at Montreal’s Belvédère du Saint-Laurent, the event transformed the venue into a Moroccan-inspired setting featuring traditional tea service, Moroccan cuisine, and cultural experiences designed to showcase the country’s tourism offerings.
Strengthening Morocco-Canada ties
Speaking at the ceremony, Morocco’s Ambassador to Canada, Souriya Otmani, described the new route as a catalyst for stronger bilateral ties.
“It will also allow greater mobility of people and promote greater fluidity of trade, cultural and tourist exchanges,” Otmani said, noting that the new connection further facilitates travel between Morocco and Canada.
The ambassador also emphasized the growing interest of Canadian travelers in Morocco and welcomed Air Transat’s continued investment in the destination.
The Montreal-Agadir route comes two years after Air Transat launched its direct Montreal-Marrakech service, which helped strengthen tourism flows between the two countries.
Air Transat expands its Morocco network
“Air Transat was the first Canadian airline to be confident that a direct link between Canada and Marrakech would work, and it did; two years later, the same carrier is doing it again with Agadir,” said Siham Fettouhi, Executive Director for the Americas at ONMT.
The new service represents Air Transat’s second Moroccan destination and reflects the airline’s broader ambitions on the African continent.
For ONMT officials, the new route represents a major opportunity to position Agadir more prominently in the Canadian market.
Fettouhi noted that Agadir offers an attractive combination of sunshine, beaches, and cultural experiences sought by Canadian travelers. She also highlighted the historic nature of the route, describing it as the first direct air connection between North America and Agadir.
“This direct flight will help support Agadir’s growth objectives as a destination in a market with strong potential,” she said, adding that the service could encourage additional airlines and travel operators to invest in the destination.
Growing Canadian demand for Morocco
Moroccan tourism officials say demand for travel to Morocco continues to rise among Canadians.
“We are very confident that this flight will be a success: demand for Morocco is growing stronger and stronger,” said Fahd Karrakchou, ONMT’s representative for the Canadian market.
“In 2025, we had 30% more Canadian tourists than expected, and since the beginning of this year, we have seen a further increase of 10%,” he added.
Karrakchou also pointed to Morocco’s growing international profile ahead of the 2030 FIFA World Cup, which the North African country will co-host alongside Spain and Portugal.
Otmani likewise linked the new route to Morocco’s broader economic development trajectory.
“Our country is experiencing rapid economic growth, and this flight represents a wise decision for future development in Morocco, with a high-speed train linking the city to Marrakech by 2030,” she said.
Agadir as a new destination for Canadian travelers
Industry representatives also believe Agadir could emerge as an attractive alternative for Canadian vacationers seeking affordable beach destinations.
“It is not impossible that Quebecers who traditionally go to Florida and Cuba during the summer will opt for Agadir for a beach vacation when they discover the more than affordable rates in Morocco,” said Leonardo Fiori, Account Manager at Air Transat.
“The big difference is that no hotel in Agadir has its feet in the water. On the other hand, the beach is always very close, just on the other side of the Corniche, the large landscaped promenade that borders the coastline,” he added.
The event also welcomed a delegation from the Souss Massa Regional Tourism Council (CRT), offering stakeholders an opportunity to explore new partnerships and business opportunities aimed at promoting Agadir to Canadian travelers.
