Barbados is gearing up to welcome the 2025 Air Canada Race from Thursday, November 20 to Tuesday, November 25, 2025, marking the first time this flagship incentive programme will take place in the Caribbean.
What the Air Canada Race Is
The Air Canada Race is an exclusive “learn-and-earn” initiative by Air Canada that rewards travel agents from Canada (and in some cases the U.S.) who complete a series of educational modules and demonstrate strong product knowledge and sales of Air Canada and Air Canada Vacations.
For the 2025 edition, twenty travel agents have been selected (after completing online modules) for an immersive trip to Barbados.
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Why Barbados
The decision to host the Race in Barbados reflects the island’s status as a leading destination for Canadian travellers — Canadians remain among the top three source markets for Barbados tourism. The event underscores the strong partnership between Air Canada and Barbados Tourism Marketing Inc. (BTMI) and positions the island as a premium incentive destination.
In October 2025, just ahead of the winter season, Air Canada announced an expanded air-lift to Barbados including its Boeing 787-9 Dreamliner, increased flight frequencies from Toronto and a new service from Montreal beginning November 2 — signalling deeper confidence in Barbados’ tourism appeal.
Quotes & Messages
Eusi Skeete, Director of BTMI Canada, commented:
“This event in Barbados is a testament to the enduring partnership we’ve shared with Air Canada for over 75 years… We cannot wait to share the beauty, warmth, and vibrant energy of Barbados … together we will create moments that strengthen connections, spark new possibilities, and showcase why travellers continue to choose Barbados.”
Vincent Gauthier-Doré, Managing Director Canada & USA Sales at Air Canada, added:
“We’re thrilled to bring the Air Canada Race to Barbados for the first time. Barbados offers an incredible backdrop for this immersive experience, and we’re excited to celebrate and thank the agents who help us connect travellers to the world.”
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What Participants Can Expect
- A week of curated experiences in Barbados: expect luxury resort stays, island tours, cultural immersions, gala dinners and networking opportunities.
- Educational modules completed ahead of the trip (for example: Module 1 launched September 8; subsequent modules followed weekly; selection announced October 14).
- Opportunities for travel agents to deepen their knowledge of Barbados products (resorts, excursions, experiences) and generate new bookings with preferred status.
- A chance for Barbados to leverage the event as a showcase to Canada—highlighting direct air links, world-class hospitality, beach and culture offerings, and its standing as a year-round destination.
Strategic Impact & Wider Context
This Air Canada Race aligns with wider trends:
- Barbados is actively enhancing its connectivity to North America (especially Canada) as part of its winter-season strategy.
- For incentive travel and destination marketing, selecting Barbados for a high-calibre programme like the Race reinforces Barbados’ brand as a premium event and incentive destination.
- For Canadian agents and the travel trade, the event offers direct experiential learning — an increasingly important tool in travel-agent training and destination selling.
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Final Thought
By hosting the 2025 Air Canada Race, Barbados positions itself at the intersection of incentive travel, strategic air connectivity, and destination marketing. For travel professionals, the event exemplifies how destinations and airlines can collaborate to reward networks, build product knowledge, and stimulate new bookings. And for Barbados, the Race is both a celebration of long-standing tourism partnerships and a signal of deeper Canadian-market commitment going into the 2025-26 winter season.
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