A Strategic Expansion into China
In a bold move contrasting the trend among European airlines, Air Serbia has announced the commencement of direct flights to Shanghai, set to begin on January 11, 2024. This service will see Air Serbia operating flights twice a week from Belgrade to Shanghai, with outbound flights on Tuesdays and Saturdays, and return flights on Wednesdays and Sundays. This new route will be serviced by the airline’s Airbus A330-200 wide-bodied aircraft, ensuring a comfortable journey across continents.
The decision to open a new route to Shanghai comes shortly after the successful launch of direct flights from Belgrade to Guangzhou on September 30, 2024. This expansion not only enhances Air Serbia’s connectivity within Asia but also strengthens Serbia’s economic, tourism, and cultural relations with China, boosted further by a visa-free regime and a recently signed free trade agreement.
Connecting Europe and Asia
Through its strategic hub in Belgrade, Air Serbia offers passengers from Shanghai convenient connections to various major cities across Europe including Budapest, Vienna, Prague, and more. The addition of the Shanghai route is expected to facilitate increased business, tourism, and trade exchanges between Serbia and China, reflecting Air Serbia’s commitment to enhancing its global network.
Jiri Marek, CEO of Air Serbia, emphasized the importance of these new routes in strengthening bilateral relationships. He noted, “With our direct flights, we aim to support the dynamic exchange of goods and services between our two traditionally friendly countries, enhancing both business opportunities and cultural exchanges.”
European Airlines’ Strategy Shift
While Air Serbia expands its network in China, other European carriers are reducing their presence due to operational challenges, including the inability to use Russian airspace following geopolitical tensions. This constraint has led to significantly longer and less economically viable flight paths for many. In contrast, Chinese airlines have capitalized on this opportunity, increasing their service offerings to Europe and capturing a larger market share.
Data from the third quarter of 2024 indicates a 43% increase in capacity by Chinese carriers to Europe compared to pre-pandemic levels, demonstrating a strategic shift in the aviation industry. European carriers, meanwhile, have seen a decrease in seat capacity, resulting in a drop in market share from 43% to 22% between China and Europe.
As European airlines like SAS Scandinavian and LOT Polish announce the cessation of routes like Copenhagen to Shanghai and Warsaw to Beijing, Air Serbia’s expansion reflects a strategic divergence from the broader industry trend, positioning the airline as a key player in the Europe-China travel market.