UK Ambassador to Morocco Alex Pinfield visited the Port of Agadir during his first official visit to the city, where talks focused on the new direct maritime connection between Agadir and London Gateway and its role in strengthening trade links between Morocco and the UK.
During the visit, which took place from April 28 to 30 as part of a wider program of regional visits across Morocco, the ambassador met officials from the Agence Nationale des Ports (ANP) and Marsa Maroc to discuss how the route can help businesses move goods faster while reducing environmental impact.
The new route is set to cut transit times for Moroccan fresh produce entering the UK by up to two days, while moving cargo from road to sea on this route could reduce carbon emissions by around 70%.
Unlike the 3,000 km road route, sea transport avoids traffic, delays at borders, and cargo damage. It also offers a safer way to move fragile products like tomatoes and blueberries, which are easily damaged during transport.
The ambassador also met officials from the tourism and security sectors, including Police Prefect Mustapha Imrabden, Agadir Airport representatives, the Centre Régional du Tourisme, and the Office National Marocain du Tourisme, as well as companies such as easyJet, Jet2, and TUI.
Talks focused on improving the experience of British tourists in Agadir and supporting the continued growth of UK tourism to Morocco.
This comes as the British market was Agadir’s top performer in 2025, accounting for 25.85% of arrivals and nearly a third of overnight stays.
From January to April 2025, around 113,511 British tourists visited the city, recording 597,655 nights, well ahead of the French market.
The ambassador also stopped at the Diaf cooperative, where produce destined for the UK, ranging from berries to citrus and broccoli, is grown and processed.
According to a press release from the British Embassy, Morocco’s role as a leading supplier of fresh produce to the UK continues to support a strong agricultural partnership, with both countries working to improve water security, promote sustainable farming practices, and build long-term resilience in the sector.
Between July 2024 and June 2025, Morocco exported around 19,000 tons of blueberries to the United Kingdom, valued at $144 million, according to EastFruit, alongside 5,700 tons of raspberries, up 41% compared with the 2022/2023 season.
The blueberry figure marks a 44% year-on-year increase, double the 2022/23 volume, and a more than tenfold rise over the past five seasons.
The ambassador also met regional officials, including the Wali of the Souss-Massa region, Said Amzazi, and Agadir Mayor’s First Vice President, Mostafa Bouderka.
Talks covered infrastructure projects ahead of the 2030 FIFA World Cup, English language education, and growing people-to-people connections.
Last year, Morocco and the United Kingdom signed a Memorandum of Understanding in Salé to support preparations for the 2030 World Cup, focusing on cooperation in sports, infrastructure, and economic development.
The agreement includes joint work on stadiums, transport infrastructure, and event management services to ensure a successful and inclusive tournament that creates long-term opportunities.
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