The travel industry wasn’t always about endless calls, frantic bookings, and chasing commissions. It was (and still is) fun — a chance to explore, build connections, and share the joy of discovering new cultures, places, and stories. But when borders closed and planes were grounded, the fun stopped. And even as the world reopened, the industry’s ‘busy-ness’ took over, pushing that sense of joy further out of reach.

That’s why Air Canada’s partnership with Cirque du Soleil feels especially poignant. It’s a reminder of why we fell in love with this industry in the first place: connection, culture, comedy and a little bit of magic.

And going to events like Luzia, sharing them with colleagues and industry friends, reminds us that we chose this industry to bring that sense of wonder and delight to life, for ourselves and for others.

Air Canada and Cirque: A partnership that flies

Air Canada’s and Cirque du Soleil’s partnership became official in 2020, a year when the world was disconnected, and creativity and travel were put on pause. During a time when live performances and global travel were on hold, their collaboration symbolised resilience and optimism.

Since then, Air Canada has been the official airline of Cirque du Soleil, ensuring artists and crew arrive safely to stages around the world. In exchange, Air Canada takes centre stage (in some cases, quite literally) as a major sponsor, enjoying on-site branding, campaign visibility, and, when it comes to Luzia, even a role in Cirque’s performances.

Air Canada doesn’t just sponsor the show — it’s woven into the performance itself. This level of integration is rare and speaks volumes about the strength of the partnership. Air Canada isn’t just a name on a program or a backdrop — it’s part of the storytelling.

Currently touring in Australia, Luzia is the story of a traveller descending from the plane (post-inflight safety announcement, of course) into a surreal and dreamlike version of Mexico. Their journey becomes the thread connecting a series of stunning vignettes that celebrate the country’s landscapes, traditions, and cultural vibrancy.

Take away for travel professionals

No one’s going to book a flight just because they saw a logo in a Cirque du Soleil show. But that’s not how branding works.

For travel professionals, this partnership is a tool. It’s an opportunity to connect clients to something larger, to spark curiosity about Canada, Cirque du Soleil, or the stories that tie them together. Seeing Air Canada in Luzia might not lead to an immediate booking, but it plants a seed.

These kinds of collaborations can spark meaningful conversations with clients. Whether it’s highlighting Canada’s vibrant culture or mentioning that a Cirque performer might be seated on their flight, these details add texture to the story of why someone should choose Air Canada or explore Canada itself.

But it’s also a reminder for agents themselves. Travel professionals are now busier than ever, but events like this create space to breathe, reconnect, and rediscover the joy of what we do.

Bringing the fun back to the industry

Air Canada’s recent Luzia event in Sydney was a reminder to reintroduce a sense of playfulness into an industry known for being fun. Between breathtaking performances and creative networking opportunities, attendees were reminded of the bigger picture: travel is about more than transactions. It’s about creating memories, connecting cultures, and inspiring wonder.

For an industry that spent years grounded, those reminders are essential. As the spotlight swept across Luzia’s dazzling stage, it wasn’t hard to feel the echoes of what travel was always meant to be — a shared celebration of life’s possibilities.

As Luzia continues to captivate audiences across Australia, it’s a fitting reminder that the magic of travel isn’t just about where you’re going—it’s about the stories and connections you find along the way.