Travel advisors are heading to the Pink City this week. Six Canadian professionals and two Americans are in Toulouse on a familiarization trip organized by Air Canada, Visit Toulouse, and Toulouse-Blagnac Airport.
A New Route to the South of France
France is a major market for Air Canada, and the airline has served the country for more than 75 years. The carrier operates direct routes to five French destinations. Jennifer Backus, partner of global accounts at Air Canada, led the group.
The trip included a flight on the new A321XLR aircraft on Monday evening. This was the first commercial transatlantic service of its kind into Airbus’ home city. The group later toured the Final Assembly Lines at the Airbus facility.
Wings and fuselage are assembled during this stage, along with final cabin fittings. The process takes about two months to complete. An Air Canada aircraft nearing completion was parked outside for advisors to see.
For French travelers, the airline notes that Montréal offers a mix of North American energy and French-speaking culture. The city hosts world-class festivals and outdoor activities year-round.
More Than Just an Industrial Hub
Aviation industry clients often visit Toulouse, but the city offers more than headquarters. Marcel Cormier of BCD in Moncton deals with companies in the aerospace sector. He already books hotels in the area for these trips.
Seeing the destination firsthand helps with planning and booking. “This city is very nice, I loved the people and will recommend for leisure travel,” Cormier said.
Tourist Office officials stress that Toulouse is not just an industrial city. Marine Brunet of the Tourist Office describes it as “the other South of France.” The buildings in the city center use local terracotta bricks with a pink hue, earning the city the nickname La Ville Rose.
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The area serves as a gateway to the Pyrenees and the Mediterranean coast. Visitors can also explore medieval cities like Carcassonne. Authenticity is a key feature of the destination, Brunet added.
Aeroscopia and the Science of Space
The itinerary continued at the Aeroscopia Aeronautical Museum. Advisors toured the facility to view legendary aircraft. Exhibits include the Concorde, the Super Guppy, and an Airbus A380. The group also saw the A400M, a military transport plane.
Local Flavors and Souvenirs
Guided food tours were part of the schedule. One group visited Taste of Toulouse to learn about local tastes. They learned all about how the traditional baguette is made with only four ingredients: flour, water, salt and yeast, and the dough can never be frozen. Another important bakery distinction is that in Toulouse it’s called chocolatine and not pain au chocolat like in many other destinations — with the phrase ‘ici, c’est chocolatine’ or ‘ici, on dit chocolatine’ (here we say chocolatine) proudly displayed on postcards, t-shirts, bags, mugs and other souvenirs.
Toulouse as a Destination
Adrien Harmel from the Tourist Office emphasized the city’s value. He believes Toulouse is a destination in its own right. He suggested advisors consider it a base camp for the region.
Backus noted the growing demand for travel to France. The airline continues to expand its service. New routes include Montréal to Nantes, inaugurated this summer. A Toronto to Nice service is set for Summer 2027.
The Science of Space
Another highlight of the FAM was visiting Cité de l’espace, a space- and astronomy-themed science park with full-scale spacecraft, interactive exhibits, and shows, including a replica of the Ariane 5 rocket.
This park allows visitors to explore the cosmos through detailed models and immersive simulations. Advisors could examine full-scale spacecraft that mimic the engineering behind human spaceflight. The facility provides an educational experience that complements the industrial tours.