The nature of that media advisory definitely makes it sound like a new international route. Travel Alberta and Tourism Calgary are partnering on the announcement. Having those partners on board suggests to me a new international link with a new tourist market for Alberta, so Europe is unlikely. I can't see enough demand for a South America route, but a Westjet link to Japan or China might be possible here. Hainan is still flying direct (and even has a price deal for next year right now), and I think AC is still doing OK with the Tokyo direct flight (even though I believe it's seasonal now).
WJ also has 7 more 787-9's on order so perhaps they saw some success with the Dreamliner flight between YYC and Toronto, and are prepared to set up an international route from Calgary with one of the new planes on order.
If I had to guess it would be Calgary's first direct flight to Hong Kong or Shanghai.
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