Air Serbia Exceeds Passenger Numbers and Announces New Routes, Driving its Strong Growth with More Long-Haul Expansion and Innovative Offerings in 2025 and 2026

Air Serbia is still moving from strength to strength in terms of growing its business, thus proving to be among the most successful airlines in the Balkan region. The airline currently broke the previous record of 4.4 million passengers of last year as of December 19th, thus beating estimates of when this feat will be achieved. The current record-shattering performance shows how well the demand is picking for this airline as well as how effectively it is utilizing its aircraft fleet.

Solid Performance and Future Forecasts

Air Serbia’s growth trajectory shows no signs of slowing down, with the airline forecasting a record year in 2025. A projected three percent increase in passenger numbers compared to the previous year is expected to push the airline beyond the 4.5 million passenger mark, surpassing the record set by its predecessor, JAT Airways. The significance of this achievement is even more notable given that JAT operated in a much larger market than the current market Air Serbia serves today. With over 47,000 flights operated—a four percent increase from last year—the airline continues to thrive even in challenging market conditions.

A Historic Milestone for Air Serbia’s Economic Impact

According to Jiří Marek, CEO of Air Serbia, the airline’s success is a historic moment, showing that a domestic airline can compete with the leaders in the aviation industry. Air Serbia’s economic impact on the Serbian GDP amounts to approximately 1.4 percent, underscoring the airline’s importance in the country’s overall economic development. This growing economic contribution emphasizes the role of Air Serbia not only in air transport but also as a key player in the national economy. The airline’s focus on service quality, expansion of its route network, and strengthening long-haul flights are expected to keep it on a strong growth trajectory in the coming years.

Expanding the Network with Seasonal and Long-Haul Routes

A key aspect of Air Serbia’s growth strategy is its ability to introduce seasonal and themed routes that cater to both business travelers and those with specific travel interests. This expansion is not only about increasing flight frequency but also about exploring new markets, enhancing business opportunities, and promoting tourist exchange.

The airline’s long-haul flights to New York, Chicago, Guangzhou, and Shanghai have generated strong passenger interest, with upcoming additions such as direct flights to Toronto, set to begin on May 23, 2025, further boosting its global reach. These routes cater to both diaspora communities and business travelers, tapping into high-demand international markets. Furthermore, during 2025, Air Serbia expanded its network with six new destinations, some of which are being introduced for the first time, while others are restored after multi-year pauses.

Looking ahead to 2026, Air Serbia is planning to add six new routes, ensuring that even the most discerning travelers seeking adventurous destinations will find something to explore in its growing network.

Sustainable Tourism and Economic Growth through Expanding Routes

The expansion of routes is not just about increasing passenger traffic—it also plays a key role in supporting sustainable tourism and economic growth in both Serbia and the broader region. By opening new markets and enhancing connectivity with major global hubs, Air Serbia helps facilitate business relationships and cultural exchange, which are essential for sustainable growth in both tourism and trade sectors. The airline’s continued success is helping make Serbia an increasingly attractive destination for international travelers and a hub for European and global tourism.

The strategic expansion of Air Serbia’s network also benefits tourism infrastructure in Serbia, with new routes attracting more tourists, increasing demand for hospitality services, and encouraging investment in the country’s tourism sector. These changes will likely lead to greater collaboration between the airline and local tourism stakeholders, creating a virtuous cycle of growth in tourism and regional development.

Air Serbia’s Strategic Role in the Airline Industry and Future Outlook

Air Serbia’s sustained growth serves as a model for how airlines can balance efficiency, innovation, and customer satisfaction. The airline’s ability to expand its network while maintaining a high level of service and operational efficiency has been key to its success. As Air Serbia continues to develop and introduce more long-haul flights, the airline is poised to become an even stronger competitor on the global aviation stage.

The future of Air Serbia is closely tied to the airline’s ability to adapt to changing market conditions and industry trends, such as sustainability, digitization, and customer-centric services. As part of its long-term strategy, Air Serbia is likely to invest in greener technologies, digital solutions for improved customer experience, and expanded partnerships with international carriers to further strengthen its global network.

Air Serbia’s Impact on Regional and Global Tourism Growth

Air Serbia continues to prove its superiority in the region, breaking all previous passenger records and adding new destinations and innovative solutions to its portfolio. The global expansion of the airline, combined with the rise in the number of passengers, verifies the dynamic and efficient growth of the airline, as well as the Serbian tourism sector. With new developments on the horizon for 2025 and 2026, Air Serbia is all set to break new fronts in the region of aviation and tourism, providing new opportunities along with their immense contribution towards the global development of Serbia.

Image Source: Air Serbia

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EU Tough New Visa Rules: How Georgia, Kosovo, Ukraine, and Other Nations Risk Losing Visa-Free Access

The European Commission’s latest report under the Visa Suspension Mechanism, which monitors the EU’s visa-free arrangements with non-EU countries, brings vital insights for both travellers and the tourism industry. Covering key developments from 2024 and 2025, the report offers a comprehensive look at the progress of partner countries in meeting visa liberalisation requirements. It also highlights the ongoing challenges that continue to affect both tourism and security, shedding light on how these issues could shape the future of visa-free travel.

Visa Policy Alignment and Its Impact on Travel

Visa liberalisation plays a crucial role in easing travel and fostering international tourism. For travellers, the ability to move freely across borders without the hassle of a visa opens up a world of opportunities, whether for leisure, business, or cultural exchanges. However, this freedom can also present challenges when misused. The latest report emphasises the need for continued alignment of visa policies between EU member states and their non-EU counterparts, especially countries in the Western Balkans and Eastern Partnership regions, which are geographically close to the Schengen area.

Countries such as Albania, North Macedonia, and Serbia have made strides in aligning their visa policies with the EU’s standards, benefiting their tourism sectors. However, countries like Georgia have faced setbacks. The divergence in Georgia’s visa policy is particularly concerning for the EU, as it could pose risks for travellers, potentially leading to increased security checks or even the suspension of visa-free access for Georgian nationals. This, in turn, could disrupt tourism flows between the EU and Georgia, affecting the movement of tourists and business travellers alike.

Migration Challenges and Their Impact on Border Control

For the travel and tourism industry, the issue of illegal migration along the Western Balkans route has been a significant concern. While there has been a decrease in illegal migration in recent years, challenges remain. Smuggling networks, violence at border crossings, and tensions along borders such as Bosnia and Herzegovina’s with Croatia are ongoing issues. For tourists, these border pressures can lead to longer waiting times and increased scrutiny, which could affect the overall travel experience.

The rise in unfounded asylum applications from visa-exempt countries, such as Kosovo, Ukraine, and Moldova, further complicates the situation. Asylum claims impact border security and strain the systems in place for legitimate tourists. As a result, tourism-related travel could be delayed, or travellers may face additional screenings or documentation requests. This is especially concerning for countries where visa-free travel is popular among tourists, such as Latin American countries, which continue to present challenges due to high numbers of asylum seekers.

Public Order and Security: Risks to the Tourism Sector

Public security issues, such as organised crime and migrant smuggling, are significant challenges for the travel and tourism sectors. The EU’s cooperation with Europol and Eurojust has led to positive results in tackling organised crime in the Western Balkans. However, emerging risks, including firearms trafficking in Moldova and the influence of Russia in Georgia, could affect the safety of travellers in these regions. For tourists, the safety of their destination is paramount, and any rise in security threats can deter travel.

Moreover, the increasing vulnerabilities in document security pose another risk for tourism. The use of forged passports or identity changes to evade security checks can lead to fraudulent travel, endangering the integrity of the visa-free system. If a country experiences frequent issues with counterfeit travel documents, it could lead to stricter border controls or even visa requirements being reinstated. These factors could directly impact the ease of travel for tourists, especially if they are caught up in delays due to enhanced security measures.

Investor Citizenship Schemes: Potential Risks to the Travel Experience

Investor citizenship schemes, particularly those operating in Eastern Caribbean countries, are a concern for the EU and the tourism industry. These schemes allow individuals to bypass visa and security checks by purchasing citizenship, granting them access to visa-free travel within the Schengen area. While these schemes offer a fast-track route for some travellers, they also raise security concerns. The high volume of applicants, short processing times, and low rejection rates increase the risks of criminal activities and security breaches, which can affect the safety and reliability of the travel experience for everyone.

Georgia’s Non-Compliance and Potential Impact on Travel

One of the most pressing issues in the report is Georgia’s non-compliance with previous EU recommendations. The country has failed to address fundamental rights violations and security concerns, which could lead to severe consequences for travellers. If Georgia does not take the necessary actions to align its policies with the EU’s recommendations, the EU could suspend visa-free access for Georgian nationals. This would affect both leisure and business travellers from Georgia, who would face additional visa requirements, creating disruptions in travel plans and potentially leading to a decline in tourism.

Next Steps for the Future of Travel

The European Commission will continue to monitor the situation and issue annual reports to the European Parliament and Council. The new, more flexible Visa Suspension Mechanism, set to come into force at the end of 2025, will allow for a quicker response to challenges related to visa-free regimes. This mechanism could have significant implications for travel, making it easier to suspend visa-free access in cases of security breaches or non-compliance, but also potentially making travel more complicated for legitimate tourists.

For the tourism industry, this means that there will be a need for greater vigilance in monitoring changes to visa policies. Travel operators, businesses, and individual tourists will need to stay informed about the evolving visa landscape to avoid disruptions. The EU’s commitment to maintaining a secure and efficient visa system ensures that tourism remains safe and accessible, while addressing the risks posed by misuse of the visa-free regime.

Conclusion: Balancing Security and Travel Freedom

Visa liberalisation remains a powerful tool for promoting international tourism and cooperation. However, the EU must balance this freedom with the need for robust security measures to ensure the integrity of the Schengen area and the safety of all travellers. The challenges identified in the report, particularly with countries like Georgia, illustrate the delicate balance the EU must strike between encouraging travel and protecting its borders. For the tourism sector, staying adaptable and prepared for potential changes in visa policies will be key to navigating the evolving landscape of international travel.

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