Sun, Culture & Connection: Air Transat Bets on Agadir, Strengthening Ties with Moroccan Diaspora

Montreal, November 15, 2025 – Air Transat, recently named the World's Best Leisure Airline for 2025, is doubling down on its international expansion with a new, non-stop service between Montreal (YUL) and Agadir, Morocco (AGA), launching in June 2026. The move, announced last week, isn’t just about adding another sunny destination to its roster; it represents a strategic bet on Morocco’s growing appeal, a commitment to serving the significant Moroccan diaspora in Quebec, and a confident outlook for transatlantic travel.

Beyond the new route, Air Transat is increasing flight frequencies on key European and South American routes – Toronto to Berlin, Lima, and Istanbul – signaling a broader investment in international connectivity. This expansion comes as the airline demonstrates a strong post-pandemic recovery, reporting a 15% increase in revenue in 2024 and continuing that momentum into 2025.

A Route Rooted in Community

While the allure of Agadir’s beaches and warm hospitality is a clear draw, industry analysts suggest a deeper rationale behind Air Transat’s decision. “This isn't solely a tourism play,” explains one aviation consultant. “The substantial Moroccan community in Quebec—estimated at around 50,000 people—represents a significant, and often underserved, market. Providing a direct link between Montreal and Agadir addresses a real need for easier travel to visit family and maintain cultural ties.”

Indeed, community leaders confirm the importance of this new route. “For years, members of our community have faced lengthy and expensive travel arrangements to visit family in Morocco,” says a spokesperson for a local Moroccan cultural organization. “This direct flight will make it significantly easier and more affordable, fostering stronger connections and cultural exchange.”

Morocco’s Rising Star

Agadir, located on Morocco’s Atlantic coast, is rapidly gaining recognition as a desirable travel destination. Tourism statistics from the Moroccan National Tourism Office reveal a 20% increase in international visitors in 2024, with Agadir consistently ranking among the top destinations. The city’s blend of beaches, culture, and adventure activities attracts a diverse range of travelers.

“Agadir offers something for everyone,” says a travel blogger specializing in Moroccan destinations. “Whether it's relaxing on the beach, exploring the kasbah, or venturing into the nearby Atlas Mountains, there’s a wealth of experiences to discover.”

According to data from Expedia and Booking.com, searches and bookings for Agadir have surged over the past year, indicating a growing demand for travel to the region. The influx of tourists is further driving economic growth and creating new opportunities for local businesses.

Competitive Landscape & Air Transat’s Strategy

Notably, Air Transat is the first North American airline to offer a direct flight to Agadir. While European carriers like Ryanair and easyJet already serve the destination from various European cities, the lack of a direct connection from North America presented a gap in the market. This strategic move positions Air Transat as a leader in transatlantic travel to Morocco.

“Air Transat is capitalizing on an underserved market,” explains an industry analyst. “By offering a direct flight from Montreal, they’re appealing to both leisure travelers and the Moroccan diaspora, creating a unique competitive advantage.”

The airline’s decision to increase flight frequencies on existing routes – Toronto to Berlin, Lima, and Istanbul – further demonstrates its confidence in the recovery of international travel. These routes have consistently shown strong performance and high load factors, justifying the investment in increased capacity.

Looking Ahead

Air Transat's expansion isn’t without its challenges. Fluctuating fuel prices, geopolitical instability, and ongoing concerns about climate change all pose potential risks to the airline industry. However, the airline’s commitment to sustainable practices and its focus on customer experience position it well for long-term success.

“We’re committed to providing our passengers with a comfortable, enjoyable, and sustainable travel experience,” says a spokesperson for Air Transat. “We believe that travel can be a force for good, and we’re committed to doing our part to protect the environment and support local communities.”

The launch of the Montreal-Agadir route and the increased frequency on other international routes signal a positive outlook for Air Transat and the broader travel industry. By connecting communities, promoting cultural exchange, and offering a unique travel experience, Air Transat is solidifying its position as a leader in transatlantic travel and contributing to the growth of the global tourism economy. The airline’s bet on Morocco appears to be a winning one, offering a vibrant destination and serving a community eager to reconnect with their roots.