Nothing to lose in Toulouse: Air Canada puts France’s pink city within easy reach

Travellers have nothing to lose, and plenty to gain, by looking beyond Paris.

In France’s southwest, Toulouse offers many of the ingredients that make the country such a favourite with Canadian travellers: centuries-old architecture, lively cafés, and exceptional food and wine.

But the city meets medieval with modern, heavily shaped by its cutting-edge aerospace and engineering industry.

Known as La Ville Rose, or the Pink City, for the distinctive terracotta brick used throughout its historic centre, Toulouse is also one of France’s largest university cities, giving its streets a youthful energy.

It’s an easy sell for advisors thanks to its hyper connectivity, with 25 daily flights from Paris, making the Toulouse-Blagnac airport the busiest in France, transporting over 3.2 million passengers a year.

Since June 2023, Air Canada has operated direct non-stop service between Montreal and Toulouse.

The route, operated with the airline's Airbus A321XLR, operates up to five times weekly during the summer season, with an evening departure from Montreal and arrival in Toulouse the following morning. 

The service also continues year-round, providing travellers with an option beyond the traditional peak season.

“Our direct flight to Toulouse on the new Airbus A321XLR is one of the first routes to feature our brand-new glowing-hearted cabin design,” said Jennifer Backus, partner, global accounts, Air Canada from Brasserie Cluny, in Toronto’s Distillery District Thursday night (Sept. 10), as she spoke to a crowd of advisors, some sporting pink outfits to celebrate the occasion.

The route has appeal beyond Quebec’s French-speaking market. According to Ana Paula De Souza, director, sales Canada and global accounts at Air Canada, approximately 20 per cent of passengers travelling on the route arrive from Toronto.

“The aircraft is our largest onboard product investment in years, inspired by Canada’s landscapes and our commitment to care, comfort and connection, representing a completely new standard for customers to experience Air Canada,” she said.

The airline’s new Glowing Hearted design is also being introduced on the new Boeing 787-10 fleet which will be deployed across their network on delivery, for a consistent and elevated experience.

Rose-coloured streets

Toulouse’s terracotta city centre is highly walkable.

The Place du Capitole sits at the centre of the city, surrounded by cafés, restaurants and grand civic architecture. 

Nearby, the Basilica of Saint-Sernin and the Couvent des Jacobins offer reminders of Toulouse's importance during the medieval era, while the Garonne River and Canal du Midi provide opportunities to slow down and experience the city outdoors.

“Everybody knows indigo dye, but before that, in Toulouse, we have the pastel,” said Arthur Mercier, sales manager Toulouse Blagnac Airport, who acted as host and cultural ambassador for the evening. “The city became rich in the 16th century thanks to its sought-after blue colour.”

Its large student population contributes to a lively café, restaurant and nightlife scene, while music is deeply embedded in the city's cultural identity.

Toulouse was designated a UNESCO Creative City of Music, with institutions including the Orchestre National du Capitole de Toulouse and contemporary venues such as Le Metronum helping drive a year-round calendar of performances and festivals.

Events including Rio Loco, Piano aux Jacobins and Les Siestes Électroniques bring everything from classical music to contemporary and experimental sounds to the city.

The joi de vivre is only amplified by the city’s culinary Victor Hugo market, 13 Michelin-starred restaurants and wines by the barrelful.

Toulouse is just a few hours drive from Languedoc-Rousillon, France’s largest wine producing region.

It’s also well known for its sprawling waterfront guinguettes (open air cafes) where locals relax with friends to the tunes of DJs and live musicians.

For Aerospace fanatics

Toulouse is one of Europe's most important aerospace centres and is home to Airbus and a cluster of companies and research institutions connected to the aviation industry, like Bombardier and Pratt & Whitney 

The Aeroscopia museum is a popular attraction, where visitors can tour legendary aircrafts like the Concorde, an Airbus Beluga super transporter, and 48 others.

Toulouse is also home to CNES, the French national space agency (like NASA) and a life-sized model of the James Webb Space telescope created with help from Airbus. The device known for capturing stunning, mind-bending photos of deep space can be explored in person.

Not quite an aerospace site, but still a wonder of engineering, the Halle de la machine is an interactive museum dedicated to the monstrous and surreal.

Some of the standout pieces include rideable metal contraptions like a fire breathing dragon, a 14-meter-tall minotaur and a gigantic spider the size of a Trojan horse.

Day Trips to UNESCO-rich Occitanie

For advisors building a longer itinerary, Toulouse can also serve as a gateway to the wider Occitanie region.

The Toulouse region of Occitanie is home to 18 UNESCO sites, including the medieval town of Carcassone and the 240 km long Canal du Midi built in the 17th century that inspired architects across Europe and the United States.

The holy pilgrimage site of the Sanctuary of our Lady of Lourdes is also in the region and is expected to attract over a million visitors in the end of September 2026 with a visit from Pope Leo XIV.

For active travellers, the Pyrenees provide another reason to extend the itinerary, with hiking, cycling and mountain experiences within reach of Toulouse.

Something different but distinctly French

Toulouse has grand squares and medieval churches, long French lunches, wine, markets and cafés. But there are also aerospace museums, giant mechanical creatures, a large student population and a contemporary music scene that gives the city a distinctly modern edge.

“When you hear from your clients ‘I want France but I want something new’, I hope Toulouse comes to mind,” said Air Canada’s Backus.

“Not simply because there’s a flight, but because Air Canada has created a complete journey around it with convenience and nonstop service from Montreal.”

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