In the 1960s, Icelandair launched its stopover program, where people flying from North America to Europe with a layover in Reykjavik could get out and explore the city for a few days for no additional charge.
The program, which was designed as a way to attract tourists, remains an Icelandair stalwart, with the most recent incarnation being a “Stopover Buddy” program that pairs travelers with locals—and encourages them to social media the heck out of it. Fifty years later, Iceland has more visitors than it can handle. But can that magic be replicated? Air Canada is betting on it.
Beginning in late 2015, Air Canada tried out a test program where travelers who had connecting flights via Toronto could try a stopover of up to seven days in Canada’s biggest city, with no additional airfare charges. Seeing an opportunity, Toronto’s tourism board got involved, guaranteeing funding for the program for all of 2016. The objective is twofold: Get travelers, particularly Americans, to book flights to Asia and Europe via Canada, and grow Toronto itself as a destination.
Like the Icelandair deal, it appeals to travelers with flexible schedules who like the idea of adding an extra city to their itinerary without much fuss—or extra airfare. And Air Canada does its best to make the stopover as appealing—and easy—as possible: The UP Express, a high-speed train from Pearson Airport to downtown Toronto’s Union Station, takes just 25 minutes and can booked in advance. (Also, it has free Wi-Fi.) From Union Station, it’s a short walk to attractions like the CN Tower and many hotels.
Lisa Pierce, predicts that the stopover program’s biggest fans will be Americans, who benefit from both proximity and a favorable exchange rate. Plus, she adds, it’s a bargain. “A lot of people travel internationally for business, so they can kill two birds with one stone by doing the stopover,” she tells Condé Nast Traveler. “There’s efficiency there.” And it has never been a better time to visit North America’s fourth-biggest city, which is currently in the midst of a major cultural renaissance, especially with its multicultural food scene. As for whether Air Canada’s program will last as long as Icelandair’s—that’s going to depend on how many people take advantage of it. So jump on the opportunity while you can
