Air Serbia’s Post-Pandemic Expansion Into The Chinese Market

Air Serbia has been on a growth streak since the pandemic, and one of its most exciting moves has been its expansion into the Chinese market. The airline’s strategy is all about reconnecting Europe with Asia, and China has become a key focus. From launching new routes to adding modern aircraft to its fleet, Air Serbia is positioning itself as a major player in the growing travel corridor between these two regions.

Re-establishing direct flights to China

The story of Air Serbia’s return to China began in December 2022 with a new direct flight between Belgrade and Tianjin. This was a big deal for Air Serbia, marking the first time since 2000 that the airline connected Serbia (then Yugoslavia) with China. The flight, which operates twice a week, quickly gained traction. Tianjin, with its rich history and booming economy, became an attractive destination for both business and leisure travelers.

The decision to launch this route was strategically significant. Tianjin, a city near China’s capital Beijing, is known for its historical significance, industrial strength, and role as a port for northern China. The direct flight from Belgrade to Tianjin not only connected two key cities in their respective regions, but also highlighted Air Serbia’s ambition to tap into the growing trade and tourism flows between China and Central Europe.

In just a few months, the flight became popular among passengers, with a steady increase in bookings as more Chinese travelers visited Serbia and the wider Balkan region. The route not only catered to tourists but also opened up new opportunities for Serbian exports to reach the Chinese market.

Expanding to Guangzhou and Shanghai

Not resting on its laurels, Air Serbia expanded its Chinese network in September 2024 with a new route to Guangzhou. Known as China’s manufacturing hub, Guangzhou is vital to the economy of southern China. Air Serbia now flies twice a week to this city, catering to business travelers and tourists alike. The airline’s Airbus A330-200 aircraft, known for its comfort and range, makes this route a strategic addition to their network.

Guangzhou’s proximity to Hong Kong and its role as an economic powerhouse in southern China made it an attractive route for Air Serbia. Business travelers, in particular, were drawn to the ease of connecting these two important regions with a direct flight. Guangzhou is home to numerous multinational companies, and many European firms use it as a base for manufacturing and trade in China. As these companies begin to ramp up their activities again post-pandemic, Air Serbia’s direct flight becomes an attractive and convenient option.

Air Serbia isn’t stopping there. In January 2025, the airline will add Shanghai to its roster of destinations. Shanghai is one of the world’s leading financial centers, making it an obvious choice for any airline looking to tap into the global business hub. With two weekly flights, this route will give Chinese passengers easy access to Europe and vice versa. Shanghai is also an important cultural and tourism center. By adding this route, Air Serbia positions itself as a key player connecting two major global cities.

Boosting the fleet to support expansion

Air Serbia has been expanding its fleet to support its growing network in China. In October 2024, the airline took delivery of its third Airbus A330-200 aircraft, which will be used on routes to China.

Having the right aircraft is crucial for maintaining service quality. The A330-200 ensures that Air Serbia can meet the growing demand for flights between Europe and China while also providing passengers with a comfortable and reliable flying experience. The addition of more widebody aircraft is helping Air Serbia stay competitive in a market with big players like Qatar Airways and Emirates.

Strategic partnerships and economic impact

Air Serbia’s push into China goes beyond just offering flights. It’s part of a broader effort to strengthen economic ties between Serbia and China. In 2024, the Serbian government signed a free trade agreement with China, which will help increase exports of Serbian goods to China. In addition, a mutual visa-free agreement between the two countries has made it easier for travelers to move between Serbia and China.

These diplomatic efforts pave the way for more air traffic and stronger business links. As the Chinese economy grows, the demand for both travel and trade is expected to increase. Air Serbia is well-positioned to capitalize on this trend by offering direct connections to key cities in China.

The Serbian government has been actively promoting these routes to increase Serbia’s visibility in Asia. In particular, the routes to Guangzhou and Shanghai are expected to play a key role in strengthening trade and investment between the two countries. With Serbia’s growing tech and manufacturing sectors, direct flights to these cities are seen as a gateway for expanding Serbia’s presence in the global market.

Challenges and opportunities ahead

Despite its success so far, Air Serbia faces a competitive landscape in China. Airlines like Qatar Airways, Emirates, and Turkish Airlines already have a strong existence in the market. However, Air Serbia’s unique advantage lies in the growing political and diplomatic ties between the Serbian and Chinese governments in recent years, which have paved the way for enhanced cooperation and more favorable conditions for expanding air travel between the two countries.

The Chinese market also presents both challenges and opportunities. The demand for international travel is on the rise, but it remains unpredictable due to global economic shifts and fluctuating travel trends. However, with the Chinese government’s focus on boosting tourism and trade, Air Serbia’s efforts to connect Europe with China come at a time of great potential.