Why Agadir is the next must-visit destination for Canadian travellers
The Moroccan National Tourism Office is welcoming Air Transat’s launch of service between Montreal and the coastal Moroccan destination of Agadir, stating that the new route will enable people in this country to experience a very different side to the North African country than that of such exotic inland locales as Marrakech.
The route marks the first direct service between this country and Agadir, which has long been attracting Europeans seeking beach vacations and follows Air Transat beginning Montreal-Marrakech service. The Agadir flights leave Montreal on Fridays.
Siham Fettouhi, director for North America at the MNTO, says Canadians should view Morocco as both a beach retreat and a cultural destination.
“Agadir is indeed well-known for giving the impression of a Mediterranean resort town, even though it’s actually on the Atlantic Ocean,” Fettouhi said. “Its beaches, sunny climate, and modern infrastructure are ideal for a relaxing holiday. However, you’re going to get a taste of the rich Moroccan culture wherever you go. It’s embedded in the souks, the restaurants, and the architecture. Morocco, on the whole, is a dynamic and well-rounded experience that visitors can customize to suit their preferences. You could relax in Agadir, absorb the history of Marrakech, and explore the natural landscapes of the Atlas Mountains. If you need a change of pace from the Atlantic coastline, you could visit our Mediterranean coastline. It’s this richness in experience that we are excited for Canadians to discover.”
Fettouhi notes several Moroccan cities are directly accessible from Montreal and Toronto, with Casablanca, Morocco’s main hub, seeing service from Montreal operated by Royal Air Maroc and Air Canada, and service from Toronto also available from Royal Air Maroc. Air Transat’s Marrakech flights are direct”We now add Agadir to this list of direct flights, where previously you may have had to connect to it from another one of the hubs above or a European city,” Fettouhi continues. “With the addition of the YUL route to Agadir, we are introducing more Canadians to a unique destination within Morocco that we think aligns with their travel and vacation priorities.”
Last year saw Morocco welcome a record 258,304 Canadian visitors, a 29% increase compared to 2024. The positive momentum has continued into 2026, with 75,839 Canadian arrivals recorded by the end of April, up 8% compared to the same period last year.
Fettouhi says Agadir is well worthy of Canadians seeking beach stays, even if it has been overshadowed by beach retreats in some other countries.
“Destinations like Cancun or the Caribbean will be familiar and accessible to Canadians,” Fettouhi says. “Morocco, on the other hand, can perhaps seem distant or exotic, but we are now only a 7-hour direct flight away from YUL. We’ve closed the gap in accessibility.
“Agadir will evoke much of the same appeal as a getaway to Cancun. The warm climate, the relaxation of lounging at a beach resort, the aquatic activities, and so on. The difference is what awaits you beyond these experiences: you have the full breadth of Morocco at your fingertips. An excursion to the desert, a visit to a souk, mountain climbing, a crocodile zoo and a street food tour. Agadir is a living, breathing city beyond the resort, inviting you to discover Moroccan culture and thus providing an immersive experience quite different than any beach destination.”
Fettouhi acknoweldges that there a destination like Agadir tends to be overshadowed in this country by the likes of Casablanca and Marrakech but adds there are many locales in the North African nation that somewhat fly under the radar here but which Canadians can enjoy.
“Beyond our most famous cities like Casablanca, Marrakech, and Fez, we think that Morocco is flush with lesser-known regions that will captivate travellers with their authenticity,” Fettouhi states. “Essaouira, a historic port city, is a haven for artists and a bastion of coastal colonial charm. This is a melting pot of different cultures — and consequently, an amazing foodie destination.
“Chefchaouen has already made waves on social media for its blue-washed buildings and alleyways. Its laidback vibes and aesthetic beauty make it ideal for a slower vacation filled with plenty of urban wandering.
“The Ouarzazate region and the Draa Valley are where we would send visitors looking to get the ultimate Sahara Desert experience. Clay kasbahs, orange dunes, and a shimmering oasis create the Morocco you may be familiar with from the big screen.
“Lastly, adventurous Canadians should add Tafraout, in the Anti-Atlas Mountains, to their itineraries. It is there, less than 160km from Agadir, that you will find the unspoiled grandeur of Moroccan nature and some of the most unique rock formations in the world.”
Indeed, a growing number of us are working their way into the Atlas Mountains, Fettouhi reports, “which makes sense as that demographic increasingly seeks outdoor activities and experiences that feel authentic. Regions like Imlil and the Ourika Valley are becoming especially popular as hiking destinations while also offering opportunities to explore traditional Amazigh villages. We’re also seeing more Canadians making the trek up Mount Toubkal, North Africa’s highest peak.
“These excursions don’t have to constitute your entire trip. They can be a day trip complement to a more urban vacation or traditional beach holiday. It reinforces Morocco’s appeal as a diverse and multifaceted destination.”
Meanwhile, Fettouhi says Morocco has many sides to it that will provide people here with an intriguing vacation.
“It’s the magnetic combination of our exceptional landscape diversity and our storied cultural heritage,” Fettouhi reports. “In the former respect, it’s possible to start at the coast of the Atlantic Ocean and reach the Atlas Mountains in just a few hours and then find yourself on a desert dune in just a few more. We have not one, but several types of otherworldly landscapes that are all accessible within the same day.
“This geographical richness is complemented by the cultural legacy of Morocco that lives in the medinas, the architecture, the handcrafted goods, and the cuisine. Our story as a country is one of hospitality; of welcoming a blend of European and African cultures over hundreds and thousands of years to create something unique and harmonious. Nowhere else in the world will you see tradition and modernity blend so seamlessly. The culture of Morocco is something you may have seen depicted in movies, but its true character is something you simply must experience.”
Fettouhi notes Marrakech is seen as a particularly exotic part of the world and ” will certainly be a high point of any Moroccan vacation. It’s seen as the gateway to Morocco, or referred to as ‘Morocco in a bottle,’ for good reason. You’ll get a robust taste of the country’s vibrant atmosphere, our souks, our monuments, and our cultural life in Marrakech.
“Of course, you won’t want to just limit your experience to Marrakech. As rich as life in the city is, there are so many more enriching experiences to discover. The ideal Moroccan vacation combines several other points of interest: Agadir, Essaouira, the Atlas Mountains, the Sahara, etc. Don’t settle for trying just one flavour when there are so many available!
“We are so grateful that Morocco is increasingly becoming a destination of interest to Canadian travellers. Whether you’re looking for a beach vacation, an odyssey into history, urban exploration, or a desert excursion, Morocco serves and caters to just about every taste and preference. A visit to Morocco is a true escape from your day-to-day: a stark change of scenery and total immersion in a new and engaging culture, but with a warm welcome that feels like you never left home. We have experiences to match the traditional beach destinations, but depth that goes far beyond them. We look forward to leaving a lasting impression on Canadians who are inspired to come and discover Morocco.”
