Luis Noriega, Air Canada's sales director for Latin America and the Caribbean, highlights the company's expansion and 16% growth in operations in the region

With a consolidated presence in Mexico and continuous expansion in Latin America, Air Canada reinforces its strategy of connecting the continent to Canada and other global destinations. In an interview, Luis Noriega details the company's growth in the region, the attractions that win over Latin American travelers, and investments in fleet and connectivity.

A historic presence in the Mexican market.

Air Canada's relationship with Mexico dates back more than six decades. According to Luis Noriega, the company's sales director for Latin America and the Caribbean, its presence in the country began as early as 1957.

“Air Canada in Mexico has a very long history. We started in 1957 with a predecessor of Air Canada, CP Air,” said Noriega.

Since then, the company's presence has expanded significantly. Today, the company connects several Canadian cities to more than ten destinations in Mexico, consolidating the country as one of the company's most important markets in Latin America.

What attracts Mexicans to Canada?

Canada stands out as a versatile destination, capable of meeting the needs of a wide range of travelers. According to Noriega, there are options for those seeking adventure, culture, gastronomy, or study and business opportunities.

Among the most sought-after attractions are winter trips, especially for skiing, as well as cultural and academic itineraries. The economic environment also contributes to the flow of visitors.

"Many Mexicans travel for business, due to the free trade agreement we have between Mexico, the United States, and Canada," Noriega explained.

Canadian cuisine is also generating increasing interest among visitors, mainly due to the country's cultural diversity.

"Canada's cuisine is one of the world's best-kept secrets. It doesn't have a single defined dish like Mexican tacos or Spanish paella, but it does have a food culture based on fresh, locally sourced, and seasonal products," he stated.

Cultural diversity and the influence of immigration

Another aspect that marks Canadian identity is cultural diversity. Throughout its history, the country has received different waves of immigration that have shaped its society and its cuisine.

Originally, the territory was colonized by the English and French, but today it brings together communities from various parts of the world.

"Nowadays there is immigration from practically all over the world and from all kinds of cultures, from Latin America, Europeans, the Middle East, India and Eastern countries," Noriega pointed out.

This cultural mix directly influences the experience offered to visitors, whether in gastronomy, festivals, or artistic events.

Expansion of routes in Latin America

Air Canada's strategy in Latin America involves the constant expansion of routes and frequencies. The company already connects Canada to more than 30 destinations in the region and the Caribbean.

The countries served include Mexico, Guatemala, Costa Rica, Belize, Colombia, Peru, Chile, Argentina, and Brazil. The network will continue to expand.

"Starting next year we will be flying to Ecuador," Noriega revealed.

Growth is also reflected in seat availability. Last winter in the Northern Hemisphere, Air Canada increased its capacity between Canada and Latin America by 16%.

The strong connection between Canada and the Caribbean.

The Caribbean occupies a strategic position in the company's network, meeting a growing demand from Canadian tourists seeking a tropical climate.

Air Canada operates direct flights to beach and sun destinations such as the Bahamas, Cuba, Jamaica, Barbados, Trinidad and Tobago, Curaçao, and Bermuda.

"In Jamaica, we operate wide-cabin aircraft on multiple frequencies throughout the day," Noriega explained.

In other smaller markets, frequencies vary according to demand, and can reach up to three operations per week.

According to the executive, the cultural affinity between Canada and the Caribbean also contributes to the success of these routes.

"What enchants Canadians about the Caribbean is the sun, the people, the culture, and the affinity that Canadians have with Central America," he said.

Tourism, education, and business drive travel to Canada.

The profile of Latin American visitors is quite diverse. Many tourists seek adventure experiences or winter sports, while others travel to study or pursue professional activities.

Noriega points out that Canada has distinct economic hubs that attract visitors for different reasons.

Quebec, for example, has a strong presence of creative industries and information technology. Toronto is establishing itself as a financial center, while Alberta stands out for its agribusiness and energy sector.

This economic diversity expands the possibilities for corporate and academic travel.

International recognition of the company

Air Canada has also accumulated international awards and recognition for the quality of its services.

"Many times in recent years, we have been recognized as the best airline in North America," Noriega stated.

Among the differentiating factors highlighted by the executive are the onboard service, customer service, and the entertainment system.

"We consistently win awards for best business class in America and are recognized as one of the best companies for family travel," he added.

Modern fleet and investments in expansion.

The company operates one of the most modern fleets in the airline industry, with different models adapted to each type of operation.

Among the aircraft used are the Boeing 787 Dreamliner, the Boeing 737 MAX, and the Airbus A220, originally developed by the Canadian company Bombardier and designed for shorter-haul routes.

The company also began operating the Airbus A321XLR, an aircraft that allows it to fly lower-volume passenger routes more efficiently.

In addition, Air Canada recently announced an ambitious expansion plan.

"We have just announced a plan that includes receiving 90 aircraft over the next five years," said Noriega.

Among the new aircraft is the Airbus A350, designed for long-haul routes.

Global connectivity and strategic hubs

Air Canada is currently the country's largest international airline and operates as a privately held company. Its global network connects passengers to all six inhabited continents.

This extensive network is supported by three large distribution centers in Canada.

Toronto, Montreal, and Vancouver function as strategic hubs, facilitating connections between North America, Latin America, Europe, and Asia.

"These hubs are extremely well positioned as distribution centers," Noriega emphasized.

Career path

Luis Noriega is Air Canada's sales director for Latin America and the Caribbean. With extensive experience in the aviation sector, the executive leads the company's commercial strategies in key markets in the region, including Mexico, Central America, South America, and the Caribbean. In his role, he works on route development, expanding brand presence, and strengthening relationships with partners and tourism markets.

Reporting and photo: Mary de Aquino.