Lift Joins IATA, Strengthening Aviation Sector of South Africa, Enhancing its Global Connectivity and Supporting New Regional Expansion Plans

This week, Lift, the air line based in South Africa, announced that they are now part of the International Air Transport Association (IATA). This allows them to join the global airline industry, which includes an international set of airline standards, payment systems, and airline operations. Lift now has the IATA airline code of GE, which allows them to become an active airline carrier in international transport.

Obtaining IATA membership gives Lift a chance to grow in the future. This means the airline will become more effective at operating, will have the ability to access worldwide distribution services, and will be able to plan for extending their routes outside of South Africa.

Why IATA Membership Shapes Long-Term Airline Growth

Joining IATA delivers structural advantages that directly influence an airline’s future trajectory. Membership provides access to globally accepted ticketing, billing, and settlement systems, reducing friction in sales and payments while lowering operational costs over time. It also allows airlines to align with internationally recognised standards, which is increasingly essential for cross-border operations.

For Lift, this membership removes key barriers to growth, enabling the airline to scale operations, pursue partnerships, and integrate more easily into regional and international markets. As aviation demand in Africa continues to evolve, IATA membership gives Lift the tools to compete on a wider stage.

Regional Expansion Plans Point to the Next Growth Phase

Lift’s entry into IATA aligns with its future expansion ambitions. Global Airways, the airline’s operating company, has already applied to South Africa’s International Air Services Licensing Council for rights to operate flights to Mauritius and Reunion. If approved, these routes would become Lift’s first scheduled services outside South Africa.

This potential expansion would mark a transition from a domestic carrier to a regional airline, opening access to leisure-driven markets and strengthening connectivity between Southern Africa and the Indian Ocean. From a growth perspective, such routes diversify revenue streams and reduce reliance on domestic demand alone.

A Business Model Designed for Scalable Growth

Since launching in December 2020, Lift has built a domestic following through a low-cost model that prioritises flexibility and customer experience. Allowing passengers to change or cancel flights up to departure, with funds credited for future travel, has helped the airline attract repeat customers and build brand loyalty.

Complimentary coffee, wine, and snacks further differentiate Lift within the local market, demonstrating that cost efficiency and customer satisfaction can coexist. This scalable service model supports future growth by encouraging consistent demand while maintaining operational simplicity.

Building a Network That Supports Expansion

Lift’s route development has been deliberate and growth-oriented. The airline began operations on the high-demand Johannesburg–Cape Town corridor before adding Johannesburg–Durban in October 2022. A month later, Durban–Cape Town services completed the golden triangle, linking South Africa’s three largest cities.

This network provides a strong domestic base, generating stable traffic flows and operational experience that can support future regional routes. A solid home market is often a prerequisite for sustainable international expansion, and Lift’s network development reflects this long-term thinking.

Fleet Strategy That Enables Future Expansion

Lift operates a streamlined fleet of Airbus A320 aircraft, a choice that supports growth through efficiency and reliability. Operating a single aircraft type reduces training costs, simplifies maintenance, and improves scheduling flexibility, all of which are critical as an airline scales.

The Airbus A320 is also well suited to short-haul regional routes, making it an ideal platform for future services to destinations such as Mauritius and Reunion. This fleet strategy allows Lift to expand without the complexity of introducing new aircraft types.

Impact on South Africa’s Aviation and Tourism Growth

Lift’s IATA membership has implications beyond the airline itself. Stronger, expanding carriers contribute to South Africa’s aviation recovery, enhance competition, and improve connectivity for travellers. Future regional routes could stimulate tourism flows, support business travel, and strengthen South Africa’s position as a regional air hub.

From a tourism growth perspective, increased connectivity supports hotels, tour operators, and destination economies while offering travellers more choice and flexibility. Airlines that successfully scale often play a central role in unlocking new travel demand.

Looking Ahead: What IATA Membership Means for Lift’s Future

Lift becoming IATA-certified means more than just vertical integration in the value chain; it signifies the company now has the potential to be a fast-growing regional airline in the Southern African market. IATA also means the company can now plan for international routes, establish commercial agreements with foreign carriers, and structure themselves as a fully international airline.

With these opportunities made possible through IATA, Lift can begin to plan for its next stage of growth and will likely be a catalyst for the airline’s operational efficiencies and scale within the Southern African market. Lift will also be able to claim its position as one of the first competitive airlines to stretch Southern Africa’s air transport services.

Image Source: Lift

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