The Air Canada Race has taken place most years since 2006, but this year's model marked the first collaboration with AC partner United Airlines. Edna Ray, AC's Senior Manager Regional Sales, was one of the original creators of the event, and she described the 2023 edition as "absolutely outstanding."
Air Canada Director Global Accounts Tracey Bellamy thanks Edna Ray, Senior Manager Regional Sales, for her hard work organizing the Air Canada-United Airlines Race. (Bruce Parkinson)The first Air Canada-United Airlines Race featured six mixed teams of travel agents from Canada and the United States. The 15 agents from each country, as well as media representatives from both sides of the border, set off into the cobblestoned streets of Evora, Portugal - a UNESCO World Heritage site - for a fun and challenging adventure in the style of the 'Amazing Race' TV show.
Air Canada-United Airlines Race travel agent participants take part in a culinary challenge. (Bruce Parkinson)
It was a long, hot, busy day, but it was also a ton of fun. In order to earn an invitation, the select group of agents had to complete training on AC, UA and Visit Alentejo, the tourism promotion entity for an underappreciated region of the increasingly popular destination of Portugal.
Race participants try to distinguish different ice cream flavours in a taste-test challenge. (Bruce Parkinson)Each of the travel agent members of the winning team took home an amazing prize - two tickets on either airline to Lisbon, plus a week-long land-stay in Alentejo.
A fine prize indeed, but as Ray told TravelPulse Canada, everyone came out a winner.
"It was a true celebration of partnership. The AC and UA teams that organized the race had never worked together before, and most of us met in person for the first time here in Portugal," Ray said.
Virgilio Russi, Air Canada VP International Sales, toasts Air Canada- United Airlines Race participants. (Bruce Parkinson)
"The bar was set very high after our 2021 race in Switzerland, where we introduced post-race FAM trips and destination workshops for the first time. This year, Air Canada and United staff worked together unselfishly to deliver an amazing experience," Ray added.
Fifty local tourism providers signed up for a morning workshop the day after the race, which Ray says gave travel agent participants the opportunity to learn about products that will enable them to create unique experiences for clients.
"This was a huge opportunity for local tourism people, and for agents," Ray added.
Ines Almeida Garrett (left), who heads up Tourism Portugal in Canada, with colleagues at the Air Canada United Airlines Race farewell dinner. (Bruce Parkinson)
"I feel proud that the race was held here," said Ines Almeida Garrett, who represents Tourism Portugal in Canada. "They took the chance on us and I'm thrilled that it went so well. For Canadians, Lisbon and Algarve have been the primary destinations in Portugal, but now they are discovering other places.
Ruins of a Roman temple in Evora, Portugal. (Bruce Parkinson)"Alentejo is becoming very trendy, as a 'slow travel' example in Portugal and in Europe. It's a place where you can really shut down and relax, eat good food, drink good wine and experience our history and culture. It offers vacation opportunities that are good for both mind and body."
The first Air Canada-United Airlines race won't be the last, said Tracey Bellamy, Air Canada's Director, Global Accounts. "It went so well, and we're looking forward to doing it again."
Following the race and a farewell dinner at a 15th-century convent turned pousada hotel in Evora, agents and media members set off on three-day fam trips, exploring Portugal's wine, cuisine, culture, history and nature.
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