Morocco has seen a huge surge in popularity as a winter destination for British tourists, which poses a real threat to the Canary Islands’ dominance.
Widely considered the top European winter holiday choice, particularly for those seeking warm weather even in the depths of the colder months, temperatures in the Canary Islands remain in the low to mid-20s and around 300 hours of sunshine a month.
However, the North African country – with seven hours of sunshine a day – appears to be attracting increasing numbers away from the Spanish archipelago with the lure of competitive pricing and diverse offers, as well as through big investments in infrastructure and promoting sustainable tourism.
What’s more, the biggest tour operator in the UK, Jet2, has announced an impressive expansion of its winter 2025/26 schedule, adding two new routes to Morocco from the UK.
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. The company is investing further in Morocco, one of the Canary Islands’ strongest competitors.
The airline’s new routes include a flight to Agadir from Bournemouth, operating on Tuesdays from November 4, 2025,, to March 24, 2026, and to Marrakech from Leeds Bradford, operating on Tuesdays and Fridays from October 3, 2025,, to April 28 2026.
With the addition of these new routes, Jet2 will offer flights to Morocco from eight UK airports, with direct flights to Agadir from Stansted, Manchester, Birmingham and Glasgow, among others.
This growth reinforces Agadir’s role as a major coastal destination and may mean that the Canary Islands face growing pressure to maintain their position within the winter tourism market.
“We have experienced a phenomenal reaction since launching our Morocco programme, with customers and independent travel agents jumping at the chance to book our award-winning flights and holidays to both Agadir and Marrakech,” said Mr Heapy in the statement.
“We are very excited to be giving even more holidaymakers the chance to experience these incredible destinations, and we know these new routes… will be extremely popular. Our award-winning formula continues to delight customers and independent travel agents, enabling us to add even more choice for them to enjoy.”
The Moroccan Government launched the “Morocco Tourism Strategy 2023-26” to improve transport connectivity, upgrade hospitality services, and develop emerging destinations beyond traditional hotspots like Marrakech and Fes.
Several major projects have also been launched to attract a broader range of travellers, such as expanding airports and constructing luxury resorts and eco-friendly lodges. It also leverages its rich cultural heritage, vibrant souks (markets), and spectacular landscapes to promote experiential tourism, including desert adventures, wellness retreats, and culinary experiences.
If successful, Morocco may soon become a top global travel destination, competing with tourist hotspots in Europe and Middle Eastern destinations like Dubai, particularly in winter.
