Valencia, Spain.
The Routes Europe 2024 Awards are set to honor excellence in airport and destination marketing, featuring 15 airports, five destinations, and five airlines as this year’s finalists.
The awards encompass six categories, including the Destination Award, which acknowledges the assistance destinations offer to their airline partners, and the Airline Award, which highlights the collaborative efforts crucial for successful and profitable routes.
Three awards are also on offer for airports, categorized by passenger volume—Under 5 Million, 5-20 Million and Over 20 Million. Additionally, an Overall Winner will be chosen from the list of winners.
The finalists in the Airport and Destination categories have been evaluated by a panel of airline judges, while the Airline category has been scored by an editorial panel. The winners will be announced on April 23 at Routes Europe 2024, taking place in Aarhus, Denmark.
More News And Analysis From Routes Europe 2024
Destination
Cyprus Deputy Ministry of Tourism
Cyprus anticipates welcoming almost 4 million tourists in 2024, achieving strategic targets of lengthening the tourism season and balancing source flow. To achieve these goals, the ministry offers schemes to tour operators to increase sales and stay duration, along with incentives for rural and mountainous area development to support local communities. These schemes are tailored to different market conditions and may include joint marketing and promotional activities. In 2023, cooperation with partners significantly improved results, with a record number of partners collaborating toward common goals.
Jordan Tourism Board
Jordan witnessed a rise in tourism revenue during 2023, reaching a total of $7.4 billion. The 27% growth came thanks to a surge in tourist arrivals, up by almost 26% year-over-year to more than 6.3 million. This increase reflects a growing interest in the country’s cultural, historical and natural landmarks, such as Petra, the Dead Sea and the Wadi Rum desert. Jordan’s tourism sector now contributes significantly to the national economy, accounting for about 15.6% of the GDP. In August, the Jordan Tourism Board renewed a collaboration agreement with Ryanair until 2028 that will see the addition of four new routes.
Malta Tourism Authority
In 2023, Malta achieved a record number of inbound tourists, exceeding the 3 million mark. The result was also 8.3% higher than 2019 levels. Italy was the country’s top tourism market for the first time, accounting for 18.4% of tourists. This pushed the UK into second place with 18.1% of the market. France (9.6%), Germany (7.3%), Poland (5.6%) and Spain (3.8%) follow Italy and the UK as top markets for Malta. In 2023, there was also a record-breaking number of overnight stays, surpassing 20 million, compared to the 19.3 million recorded in 2019.
Turismo de Portugal
Through concerted efforts—including creating incentives, identifying market gaps and engaging in joint marketing campaigns—Turismo de Portugal has achieved significant success in route development and sustained connectivity growth. Portugal has been the fastest-growing market in Europe in recent years, alongside with Greece. In 2022, the country had already recovered 94% of pre-COVID traffic and finished 2023 14% up on 2019 levels. Tourism accounted for 9.5% of Portugal’s GDP last year and was responsible for 6.6% of the country’s direct total employment.
Visit Valencia
Visit Valencia organizes more than 400 promotional activities each year to boost traveler demand, focusing on inbound tourism to Valencia while also supporting outbound efforts. This has helped Valencia Airport's rapid post-pandemic traffic recovery, that has seen international traffic grow by 27% in 2023. Thirty new routes have also been secured with more than 10 different carriers. The airport is poised for another year of over 15% growth, potentially surpassing 11 million passengers. Collaboration with AENA, airlines, airports, tourism boards and travel agencies facilitate these achievements.
Airline
airBaltic
Latvia’s airBaltic launched 12 new routes in 2022, followed by a record-breaking 38 in 2023, with 15 more announced for 2024. Notably, a seasonal base in Gran Canaria was established in December 2023, connecting it with 10 destinations in Nordic and Baltic countries. Growth focuses on three pillars: redefining Riga as a transfer hub; expanding in Estonia and Lithuania; and growing outside the Baltics. The airline achieved its highest revenue and net profit in 2023, maintaining market leadership in several cities and significantly growing in Vilnius. Collaborations with tourism boards and airports include a partnership with Turismo de Gran Canaria and a risk-sharing scheme with Lithuanian Airports.
Jet2.com
UK leisure carrier Jet2.com operates more than 500 routes to more than 70 overseas destinations, catering to both flight-only and package-holiday customers through Jet2holidays. Summer 2023 saw a 7% capacity increase, and summer 2024 anticipates a further 12.6% rise. The growth is being fueled by almost 40 new routes and the addition of Liverpool Airport as the 11th UK base this year, with Bournemouth Airport, also in England, set to follow in 2025. Jet2 plans to use a blend of sustainable aviation fuel (SAF) on departing flights from Bristol Airport in 2024 and has invested in a new SAF production plant to be constructed in the northwest of England. The airline has 98 Airbus A321/A320neo aircraft on firm order.
SunExpress
SunExpress, a joint venture of Lufthansa and Turkish Airlines, carried 13.6 million passengers during 2023, marking a rise of more than 3 million compared with 2019 levels. The airline has ambitions of transporting 16 million passengers this year as it continues to expand its network in Europe and beyond. After growing operations in the UK in recent years, the Middle East and North Africa are new target markets. SunExpress also plans to open a new base in the Turkish city of Trabzon during the winter season. The carrier aims to add around 100 aircraft to its network in the next decade, growing passenger numbers to 30 million by 2035.
Transavia
With a fleet of 45 aircraft, Transavia serves 104 destinations across Europe, North Africa, the Middle East and the Caucasus, transporting more than 9 million passengers annually. The LCC is adding eight new routes to its network in 2024 and expanding its Brussels Airport base with the addition of one extra aircraft. By the end of the decade, the carrier expects to have transitioned from an all-Boeing to an all-Airbus fleet, comprising a mix of 52 A321 and A320neos. A dedicated sustainability and innovation department drives environmental initiatives, including investments in electric flying and SAF. Marketing efforts, including co-funded campaigns with tourism boards, enhance visibility and promote destinations.
Volotea
Volotea, founded in April 2012, specializes in connecting small and medium-sized European cities. With a fleet of 44 aircraft and 21 bases, the airline has experienced rapid growth, serving more than 440 routes in 100 cities across 18 countries. Notably, more than half of its capacity operates with no competition. Offering both direct and public service obligation (PSO) flights, Volotea collaborates with travel industry stakeholders and has codeshare agreements with Aegean and TAP Air Portugal, along with a sales partnership with Eurowings. Committed to sustainability, the carrier aims to reduce direct carbon dioxide emissions per passenger-kilometer by 50% by 2025, five years ahead of the initial schedule.
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