The event was nothing short of spectacular. Fifteen travel advisors from both the U.S. and Canada gathered in Dublin, the vibrant capital of Ireland, for one of the most enjoyable highlights of the annual travel industry calendar.
The Air Canada – United Airlines Race 2024 transformed the streets of Dublin into an adventure zone, where participants explored this historical city renowned for its warmth and entertainment. In an ‘Amazing Race’-style competition, they navigated through famous landmarks, using modern technology to uncover hidden challenges, solve questions, and engage in various activities—all while earning points for their efforts.
Members of the winning team pose with Dublin native Molly Malone. (Photo Credit: Tourism Ireland)
Throughout the day, there were moments of laughter and surprise. One group had the opportunity to meet the Lord Mayor of Dublin and took a photo on the steps of his residence. Another team funnily convinced a priest to participate in a vampire-themed video, a nod to Bram Stoker, the Dublin-born author of the classic novel “Dracula.” Only in Dublin indeed!
The champions of the event were awarded an incredible grand prize: a round-trip getaway to Ireland for two, sponsored by United Airlines and Air Canada. The winners were celebrated at a gala dinner hosted at Dublin’s Fire Steakhouse, located in a beautifully restored Victorian building in the city’s heart.
Advisors arrived from various locations across the U.S. and Canada on Sunday, fatigued but excited to explore one of the world’s top hospitality destinations. After checking into the charming Herbert Park Hotel in Dublin’s Ballsbridge neighborhood, they enjoyed a generous lunch featuring Irish specialties at the nearby Roly’s Bistro.
An informative hop-on, hop-off city tour provided an excellent introduction for many first-time visitors. After a brief respite, the group enjoyed more delicious food accompanied by lively traditional Irish music at The Dean Dublin, a trendy boutique hotel and restaurant. Later, it was back to the hotel for much-needed rest in preparation for the Race.
Left to right: Edna Ray, Senior Sales Manager, Air Canada; Laurie Severance-Johnson, United for Business Marketing; and Cathy Cangemi, Account Manager, United, are among the key organizers of the Air Canada-United Race 2024. (Photo Credit: Bruce Parkinson)
The Air Canada – United Airlines Race has evolved from a nearly 20-year-old Air Canada initiative, originally a car rally from Richmond, BC, to Whistler back in 2006. The purpose was to facilitate engagement between Air Canada sales staff and travel advisors. Edna Ray, Air Canada’s Senior Sales Manager, was part of the initial team that created this event, which has become a cherished passion project for her over the years.
What began as a simple promotional effort has transformed into a complex international gathering held in various locations, including Seattle, San Francisco, England, Scotland, France, Switzerland, and Portugal. Last year’s event took place in Portugal’s picturesque Alentejo region and marked a new chapter that celebrated the vital trans-border collaboration between Air Canada and United Airlines.
While the Race serves as a platform, the real reward lies in the relationships nurtured throughout the event, according to Laurie Severance Johnson of United Airlines. “Edna has graciously shared her project with us, showcasing our interdependent nature and allowing us to exchange best practices,” she remarked.
Left to right: Paul McDonagh, Trade Manager, US, Tourism Ireland; Letty Cronin, Trade Team, Failte Ireland; Lupita Cardiel, Sales Manager, Air Canada; Cathy Cangemi, Account Manager, United; Sandra Moffat, Country Manager, Canada, Tourism Ireland; Edna Ray, Senior Sales Manager, Air Canada; Lauren Lamonday, Business Partnerships Executive, Tourism Ireland Canada; Elizabeth Ohayon, Manager, Regional Sales, Air Canada; Laurie Severance-Johnson, United for Business Marketing. (Photo Credit: Bruce Parkinson)
For 2024, the United Airlines sales team played a significant role in the race’s planning. Both airlines invited key agency clients to apply for a spot in the trip. Those selected underwent a six-week training program covering the airlines’ products, services, and destination insights.
Tiago Veloso, Managing Director of Sales Agency at United Airlines, expressed enthusiasm, stating, “We’re excited to host our travel advisors in Dublin for this exceptional event, highlighting not only the breathtaking scenery of Ireland but also the lasting partnerships that propel our industry forward. Working alongside Air Canada and Tourism Ireland, we celebrate our mutual commitment to enhancing travel experiences and fostering connections that transcend borders.”
Severance Johnson expressed her surprise at the number of first-time visitors to Ireland among the chosen advisors. “What an excellent opportunity to learn while experiencing what the country has to offer,” she remarked.
She emphasized that for the Race to be successful, it must provide value to all participants, including airlines, the destination, local suppliers, and the advisors who took time away from their busy schedules. This year’s event met all those requirements, earning praise for Failte Ireland, the National Tourism Development Authority, and Tourism Ireland for creating such an enriching experience.
Sandra Moffat, Tourism Ireland’s Country Manager for Canada, welcomes the Air Canada-United Race 2024 group to Dublin. (Photo Credit: Bruce Parkinson)
Along with her counterparts from both sides of the Atlantic, Sandra Moffat, Country Manager for Canada at Tourism Ireland, warmly welcomed the event.
“We are thrilled to host the Air Canada-United Airlines Race in 2024. This event brings together leading industry professionals from North America to experience the abundant wonders our island has to offer. Air Canada and United Airlines are pivotal in improving connectivity and tourism to Ireland, and this collaboration represents a substantial investment in our joint commitment to sustainable growth. We eagerly anticipate the journey ahead!”
Members of the winning team celebrate with representatives from United Airlines, Air Canada, and Irish tourism. (Photo Credit: Bruce Parkinson)
Participants will engage in a full-day workshop alongside 60 Irish industry partners, which include hotels, attractions, and immersive experience providers, allowing advisors to delve into Ireland’s rich history, heritage, and hidden treasures.
This day of learning will conclude with an energetic celebration of traditional Irish music and dance, showcasing the country’s vibrant culture and hospitality. Many attendees will extend their trip for three more days, venturing into one of the country’s distinct regions: the Wild Atlantic Way, the Hidden Heartlands, Ireland’s Ancient East, and Northern Ireland.
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