Against the stunning backdrop of the Belvédère du Vieux-Port de Montréal, with sweeping views of the city skyline and the St. Lawrence River, the Moroccan National Tourism Office (MNTO) hosted an elegant evening to celebrate the upcoming launch of Air Transat’s new non-stop service between Montreal and Agadir, set to begin on June 12. The event brought together tourism partners, hoteliers from Agadir, travel advisors, tour operators, media representatives, and members of the diplomatic community.
Inspired by the spirit of Agadir, guests were immersed in a sensory journey through Moroccan culture and hospitality. The evening featured Moroccan-inspired culinary tastings, traditional amlou, wellness experiences showcasing the benefits of argan oil, networking opportunities with tourism professionals and presentations highlighting the destination's many attractions.
Photo: Orbita Popular
Photo: Orbita Popular
The event also reflected Morocco's growing popularity among Canadian travellers. According to figures presented during the evening, Morocco welcomed a record 258,304 Canadian visitors in 2025, representing a 29 per cent increase over the previous year. This positive momentum has continued into 2026, with 75,839 Canadian arrivals recorded by the end of April, an increase of 8 per cent compared with the same period in 2025.
Addressing guests, Siham Fettouhi, Executive Director for North America at the Moroccan National Tourism Office, warmly thanked Air Transat for its longstanding support in promoting Morocco in the Canadian market.
"While the launch of this new flight undeniably represents a strategic milestone for Morocco, it also speaks to the deepening cultural connection between Morocco and Canada, and the values and experiences we share," she said.
Photo: Orbita Popular
Fettouhi recalled that Air Transat was the first airline to place its confidence in Morocco by establishing a direct connection between North America and Marrakech, paving the way for other carriers to follow. She also emphasized the significance of the new direct service to Agadir, the first non-stop connection between North America and the popular Atlantic coastal destination.
"With Agadir set to become more accessible than ever, we look forward to welcoming more Canadian travellers to discover the magic of the Moroccan coast," she added.
Among the distinguished guests was H.E. Soraya Otmani, Ambassador of the Kingdom of Morocco in Canada, who welcomed the launch of Air Transat's new Montreal–Agadir route. The Ambassador noted that the new service will further strengthen relations between Morocco and Canada by facilitating tourism, cultural and commercial exchanges. She also highlighted the Kingdom's rich historical heritage, renowned hospitality and cultural diversity, expressing confidence that the route will encourage even more Canadians to discover Morocco.
The Moroccan delegation at Montreal’s Old Port celebrating the launch of the new non-stop Montreal–Agadir route starting June 12 Photo: Orbita Popular
Photo: Orbita Popular
Agadir: More Than a Seaside Destination
Presenting the many attractions of the region, Siham Fettouhi emphasized that Agadir is far more than a traditional beach destination. Known as the Gateway to the Atlantic and a major economic hub in southern Morocco, the city is benefiting from significant investments in tourism, transportation and sports infrastructure as part of preparations for the FIFA World Cup 2030.
With more than 300 days of sunshine each year, a 10-kilometre stretch of golden sandy beach, renowned resorts such as Taghazout and a wide range of water sports and outdoor activities, Agadir appeals to both relaxation seekers and adventure enthusiasts.
The region is equally distinguished by its rich Amazigh heritage, authentic craftsmanship and unique gastronomy. Among the local specialties highlighted by Fettouhi was amlou, a traditional delicacy made from almonds, argan oil and honey considered one of the culinary treasures of the Souss-Massa region, which participants also had the opportunity to taste.
She also drew attention to the area's remarkable natural diversity, from Paradise Valley and the dunes popular for sandboarding to the Anti-Atlas Mountains and the Souss-Massa National Park, renowned for its exceptional biodiversity.
A destination dedicated to well-being, Agadir also offers traditional hammams, thalassotherapy centres, yoga retreats and a vibrant nightlife, creating a well-rounded experience for visitors seeking culture, relaxation and adventure along Morocco's Atlantic coast.
To discover more about Morocco’s diverse regions, culture, and travel experiences,
visit https://www.visitmorocco.com/en
