Air Canada and Global Tourisme, a Canadian destination management company with 30 years of experience, have joined a joint strategy led by VBRA, a business, communications, and marketing consultancy with 25 years of experience in the tourism market, recognized as a Canada specialist, and supported by the Brazilian Tour Operators Association (Braztoa).
The result is the Extraordinary Canada Consortium, which currently includes Ontario Tourism, the Laurentides region, Tremblant Mountain — both from the Province of Quebec — and VIA Rail Canada, the country’s leading passenger rail company, in addition to the tour operators Abreutur, BeFly, BRT, CT Operadora, Diversa Turismo, Flot Operadora, Lusanova, Orinter, Personal Canadá, and Trade Tours.
Other operators and partners are in the process of confirming their participation in the second phase of the project, which will include exclusive sales conditions for unique itineraries prepared by Global Tourisme, as well as for flights with Air Canada.
The consortium also benefits from the support of Braztoa, which spearheaded the initial engagement with its members, validating the project’s necessity and importance.
In addition to daily São Paulo–Toronto flights and the four-times-weekly São Paulo–Montreal service (which will become daily from late November 2025 to March 2026), Air Canada will launch a new three-times-weekly Rio de Janeiro–Toronto route starting December 5 of this year.
Luzana Rada, CEO of Global Tourisme, comments:
“Our entire team speaks Portuguese, our tours are in Spanish or Portuguese throughout Canada — including the Rockies and the Northern Lights — and we tailor our experiences to offer excellence in the Brazilian market, including individual travelers and private groups. Our investments are long-term, and we will lead Canada’s entry into Brazil through our expertise, which also extends to all Portuguese- and Spanish-speaking markets. We are here to stay — and to lead.”
“We have increased seat availability and are investing in our relationship with the market, ensuring better tour operator fares and flexible group conditions. We are the only airline offering direct flights from Brazil to Canada, we have been named the Best Airline in North America by Skytrax, and we are ready to expand our presence in the national market,” says Giancarlo Takegawa, Air Canada’s
General Manager in Brazil.
“We are working together on this consortium project with VBRA and Air Canada. We are pleased to see the success of this initiative, which benefits several of our members — and even non-member operators. This demonstrates Braztoa’s relevance and the importance of more operators joining the association,” says Fabiano Camargo, President of Braztoa.
Sheila Nassar, CEO of VBRA, explains:
“Our track record in managing large cooperative projects like this one led us to bring the market together with shared objectives that strengthen Canada’s relationship with Brazil. We are closely connected to all stakeholders — both in the strategy, which follows our proprietary Living Strategy™ methodology, and in the execution, which focuses on short-, medium-, and long-term results.”
