MONTREAL — Air Canada has hosted a landmark incentive trip in partnership with Azamara, becoming the first tour operator to organize such an event.

Visiting Nice, Monte Carlo, Marseille, St. Tropez and Sete, the exclusive trip brought together 14 key managers from the Friesen Travel Group, which owns and operates 13 franchise units under the Expedia Cruises banner. Led by franchise owner Shawn Friesen, the week-long trip focused on professional and personal development, with Friesen also sharing important business updates and his vision for growth through 2027.

Coordinated by Air Canada Vacations’ Elish Tait, Manager-National Accounts, and Bruce Parkinson, Area Sales Manager, the event welcomed attendees to participate in three presentations by Air Canada Vacations, which covered essential topics such as business building and marketing opportunities, product diversity and cruise offerings.  

“We are incredibly proud to have pioneered this initiative,” said Tait. “This trip not only allowed us to strengthen our professional relationships but also provided a platform for our partners to gain new insights and strategies that will help drive their business forward.”

Other highlights of the trip include cocktail receptions and specialty dinners, full-day training sessions, themed events like a ‘White Night,’ and guided tours and wine tastings that showcased the culinary offerings of the regions visited.