Morocco is becoming more and more popular as a winter destination for British holidaymakers, posing an increasing challenge to the Canary Islands’ dominance in the European market.
The biggest tour operator in the UK, Jet2, has announced an expansion of its winter 2025/26 schedule, adding two new routes from the United Kingdom to Morocco.
This development comes after Jet2's CEO, Steve Heapy, issued a warning to the Canary Islands, stating that the region is "playing a very dangerous game" by potentially alienating tourists. Now, the company is further investing in Morocco, one of the Canary Islands' strongest competitors.
The new routes include:
With these, Jet2 will offer flights to Morocco from eight UK airports.
These additions particularly reinforce Agadir’s role as a major Moroccan coastal destination. Jet2 will operate seven direct routes to Agadir from Bournemouth, Birmingham, Bristol, Glasgow, Leeds Bradford, Manchester, and London Stansted, throughout the winter season of 2025/26.
“Since launching our Morocco programme, we have experienced a phenomenal response. We are very excited to offer more holidaymakers the opportunity to experience these incredible destinations,” said Steve Heapy, CEO of Jet2.
Morocco is attracting increasing numbers of British holidaymakers with its competitive pricing and diverse offerings, meaning the Canary Islands may face growing pressure to maintain their appeal in the winter tourism market.
How Morocco is becoming a popular tourist destination
Morocco is actively enhancing its appeal as a competitive tourist destination by investing in infrastructure and promoting sustainable tourism.
The government launched the "Morocco Tourism Strategy 2023-2026", focusing on improving transport connectivity, upgrading hospitality services, and developing emerging destinations beyond traditional hotspots like Marrakech and Fes.
Major projects, such as the expansion of airports and the construction of luxury resorts and eco-friendly lodges, aim to attract a wider range of travellers. Additionally, Morocco is leveraging its rich cultural heritage, vibrant souks, and stunning landscapes to promote experiential tourism, including desert adventures, wellness retreats, and culinary experiences.
With these efforts, Morocco is positioning itself as a premier global travel destination, competing with top tourist hotspots in Europe and the Middle East, particularly in winter.
