Air Serbia is actively considering expanding its mid-haul network as part of its broader strategic growth ambitions. Speaking to the “K1” network, Boško Rupić, the airline’s General Manager for Commercial and Strategy, noted that the carrier is eyeing further growth beyond Europe. “In addition to long-haul destinations, we’re also looking to expand further into the Caucasus region and the Middle East”, he said. When asked why airlines have yet to introduce routes to year-round leisure-heavy destinations such as the Canary Islands, Mr Rupić hinted that plans may be in motion. “It’s not true that no one is considering it -someone is. I just can’t say more than that. But we are definitely looking at those kinds of destinations”, he added.
Air Serbia is set to expand into the Caucasus next month with the launch of flights between Belgrade and Tbilisi. In contrast, the airline has had no direct presence in the Middle East since suspending operations to Tel Aviv in 2023 due to conflict. Before the pandemic, it also flew to Beirut and planned services to Amman, though the latter never materialised. “We’re being cautious not to grow beyond our capabilities. Over the past year in particular, our focus has been on delivering reliable operations and ensuring customer satisfaction”, Mr Rupić noted.
The General Manager for Commercial and Strategy emphasised that every new route is the result of a detailed evaluation process. “Behind each new destination is a business case that examines cost structures and revenue potential. Based on that analysis, we decide whether it makes sense to launch a route and how long it might take to achieve positive results”, he explained. Mr Rupić acknowledged that not every route can be profitable from day one but noted that a thorough review underpins each decision. “We assess a range of factors – diaspora presence, tourist demand, visa requirements, which are especially important for leisure travel, as well as point-to-point and transfer potential”, he added.
