Photo source: British Airways
With the United Kingdom being one of the top two source markets for international visitors to Greece, British Airways is significantly boosting Greek tourism by driving increased UK arrivals at Athens International Airport (AIA).
According to data presented on Monday, during January-April alone, the British flag carrier recorded a 6.6 percent increase in the number of passengers it carried to the Greek capital compared to the same period in 2023. Last year, approximately 400,000 travelers from the UK landed in Athens via British Airways flights.
AIA Director of Communication and Marketing Ioanna Papadopoulou. Photo © Greek Travel Pages (GTP)
“British Airways has recorded spectacular growth in recent years, and its contribution to the development of the Athens market over the years is significant,” said AIA Director of Communication and Marketing Ioanna Papadopoulou during a press briefing.
From 2002 to date, British Airways has transported more than 7.8 million travelers to Athens Airport.
The UK’s largest airline, British Airways operates 4-5 daily flights from Athens to Heathrow and, in total, connects the United Kingdom (Heathrow and Gatwick) with 15 Greek destinations, including Thessaloniki and the Greek islands.
UK: Traditionally a top market for Athens Airport
Photo © Greek Travel Pages (GTP)
During her presentation, Papadopoulou highlighted the significance of the British market for the development of Athens as a tourist destination, as well as for Greek tourism in general.
According to data, during the January to April period, the British market, in terms of international direct traffic/roundtrip (including Greek and foreign travelers), ranks third, showing a 7 percent increase compared to the same months in 2023. Similarly, it ranks second in terms of foreign arrivals, with a 24 percent increase compared to January-April 2023.
“The British market is dynamically developing for Athens. For some years, it has been closely aligned with the German market,” Papadopoulou said, adding that the summer months will provide a clearer picture of this year’s development.
“I believe passenger numbers will rise… The UK consistently ranks in the top 3 markets of the airport; it’s a very strong market,” she said.
According to AIA’s data from last year, in terms of international direct traffic to Athens, Germany was in first place, although it didn’t reach pre-pandemic numbers.
“The UK was Athens Airport’s second top market, up 9 percent from 2019,” she added.
Contribution to season extension
Photo © Greek Travel Pages (GTP)
Moreover, according to AIA’s data, London as a destination holds an 83 percent share of the total UK market in Athens, with 47 percent of foreign passengers (tourists) visiting Athens during the shoulder months of October to April, significantly contributing to the extension of the tourism season in Athens.
“In recent years, the UK market has played a key role in extending Greece’s tourism season, nearly doubling its volume during the off-peak period in 2023 compared to previous years, notably 2016,” Papadopoulou said.
The UK market contributed to the extension of the season in Athens, adding 138,000 tourist arrivals in 2023 versus 2016 between October to April. Source: AIA PASSENGER Survey, Communications & Marketing (CMA)
Specifically, tourist arrivals to Athens from the British market increased by 138,000 passengers in 2023 compared to 2016, representing a 77 percent rise between October and April. Consequently, during periods of low demand, the Greek capital’s airport welcomes almost 47 percent of British travelers who visit Athens annually.
Passengers on the Athens-London route primarily travel for leisure, constituting 62 percent of the total, while approximately 25 percent travel to visit friends and relatives. Business travelers make up the remaining 10 percent.
In terms of traveler demographics, foreign visitors residing abroad comprise 62 percent of the total, while Greeks residing in Greece or abroad make up the remaining 37 percent.
British Airways: £7 billion investment plan to improve 600 areas
British Airways Regional Commercial Manager Emil Delibashev. Photo © Greek Travel Pages (GTP)
During the media briefing, British Airways Regional Commercial Manager Emil Delibashev outlined the airline’s “Premium Proposition”, which represents the largest-ever financial investment of £7 billion to be distributed across 600 different initiatives over the next few years.
These initiatives include new seat designs for its narrow-body aircraft, the introduction of new lounges, and the acquisition of new aircraft.
Additionally, the British flag carrier is set to bolster its fleet with 8 new Airbus A320neo and A321neo aircraft, scheduled for delivery in May.
Photo source: AIA
“This gives us the confidence to continue connecting Greece with the UK and the 180-plus destinations that we fly to beyond London, offering leading premium aviation products such as Club Europe and Club World,” he stated.
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