Routes World Awards 2024: The Destination, Airline And Individual Finalists
Nine awards are up for grabs at the Routes World Awards 2023, which honor the outstanding efforts made by organizations and individuals.
After profiling the finalists for the Under 5 Million, 5-10 Million, 10-20 Million and Over 20 Million airport categories on Oct. 6, today we focus on the shortlists for the Destination, Airline, Rising Star and Individual Leadership awards.
The Destination Award recognizes tourism bodies that have delivered exceptional route development marketing activities, while the Airline Award focuses on the importance of partnership in achieving successful and profitable routes.
The Rising Star Award recognizes the potential of individuals who are in the early stages of their career but are already making an impact in the industry. The Individual Leadership Award celebrates the lifetime achievement of an individual within the route development community, honoring the contribution they have made during the course of their career.
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The shortlists are as follows:
DESTINATION AWARD
Department of Tourism, Philippines
The Philippine Department of Tourism (DOT) has successfully expanded the country's international air connectivity, vital for its 7,600-island archipelago. New direct flights have launched from North America, Europe and Asia, including United Airlines' daily San Francisco-Manila service and Qantas' Brisbane-Manila route. DOT's collaboration with airlines like Philippine Airlines and Cebu Pacific also opened international routes to secondary cities such as Cebu, Davao and Clark, dispersing tourism beyond Manila. The "Love the Philippines" campaign, paired with increased connectivity, has elevated the country’s tourism profile, leading to record international arrivals and economic growth.
Deputy Ministry of Tourism of the Republic of Cyprus, Cyprus
Cyprus has showcased resilience and growth in tourism. In 2023, tourism revenue soared by 22.6% to €2.99 billion ($3.28 billion), with arrivals increasing by 20.1% to 3.85 million. The first half of 2024 continued this upward trend, with arrivals reaching 2.2 million and a revenue increase of 42% to €1.56 billion. The country prioritizes air connectivity, offering strategic incentives to airlines that have attracted new carriers and increased seat capacity from key markets—Nordic countries up by 58%, Poland by 20% and the UAE by 29%. Collaborative marketing efforts with more than 60 tour operators in 2023 and 2024 have further enhanced tourism, focusing on extending stays and supporting local communities. Cyprus's commitment to improving connectivity ensures it remains a desirable year-round destination for travelers.
Japan National Tourism Organization, Japan
Japan National Tourism Organization’s market development strategy encompasses initiatives to promote visitors to regional areas. Collaborating with airlines and travel agencies, including online platforms, it runs campaigns with a focus on key targets like Taiwan, Hong Kong and Thailand, identified for their high interest in regional exploration and repeat visits. Creative incentive schemes at Japanese airports further attract airlines. Japan's commitment to route development is evident in the launch of 45 new routes with 27 airlines, translating to 5,661 flights and more than 1 million seats. An impressive 184% or more growth in increased frequencies on existing services is projected for 2024.
Promotur - Canary Islands Tourist Board, Spain
The Canary Islands have excelled in enhancing air connectivity, crucial to its tourism-driven economy. Twenty-five new routes have been launched through its Route Development Fund, diversifying markets and boosting international links. The islands offer competitive incentives, including reduced airport charges and a favorable tax regime, attracting more airlines. Innovative, data-driven marketing strategies have significantly increased demand for flights, positioning the Canary Islands as a premier year-round destination while promoting sustainable tourism practices through initiatives aimed at reducing carbon dioxide emissions and encouraging efficient aircraft use.
Visit Malta, Malta
Visit Malta has successfully positioned the country as a leading tourist destination in the Mediterranean, welcoming nearly 3 million international travelers in 2023—a record-breaking figure reflecting a robust recovery from the pandemic's low of 659,000 in 2020. The travel and tourism sector contributed €2.6 billion to Malta's GDP, underscoring its significance to the economy. Strategic enhancements in air connectivity, including increased direct flights from major European cities, have facilitated this surge in arrivals. Visit Malta's innovative marketing campaigns emphasize the island's rich cultural heritage, stunning landscapes and vibrant festivals. Collaborations with airlines and tour operators further promote accessibility.
AIRLINE
Aegean Airlines, Greece
Aegean Airlines’ route development strategy focuses on selecting routes that maximize demand across the entire year, growing seat capacity by 6% this year. The airline has expanded its network from its key hub in Athens, introducing new routes to underserved markets like Krakow and Seville, while increasing frequencies on high-demand destinations such as Rome and Munich. Its push toward year-round connectivity has seen the launch of counter-seasonal routes to the UAE and the Canary Islands, alongside winter destinations like Innsbruck. Through strategic partnerships and codeshare agreements, Aegean has also extended its reach to the U.S. and China.
British Airways, UK
British Airways (BA) focuses on strategic network development and sustainability, successfully connecting Britain with the world. The airline serves 26 U.S. cities from London, more than any other European carrier, and has enhanced routes like London-San Diego and London-Nashville. This year, BA launched a new service between London Gatwick and Bangkok, and increased frequency between Riyadh and Heathrow. Collaborative efforts with airline partners, such as joint business relationships and data sharing, support new routes like London Heathrow-Kuala Lumpur. BA has adapted to changing market demands, deploying capacity towards leisure routes and innovating with promotional strategies to ensure long-term success to help mitigate short-term challenges.
KLM, Netherlands
KLM reported an 11.9% rise in passengers to 15.9 million during the first six months of 2024, with its short-haul network seeing growth of 17.3%. The airline’s summer 2024 schedule has seen increased frequencies to the likes of Hong Kong, Kuala Lumpur, Los Angeles, Montreal and Toronto, alongside the resumption of daily service to Tokyo Narita. This winter season will see the launch of a new 3X-weekly service to Portland, taking over from SkyTeam alliance partner Delta Air Lines, and increased frequencies to points including Sint Maarten and Split, Croatia. KLM has also continued its commitment to sustainability by integrating sustainable aviation fuel (SAF) into its operations, aiming for 10% SAF usage by 2030.
SunExpress, Turkey
SunExpress, a joint venture between Lufthansa and Turkish Airlines, operates 250 routes with a fleet of 78 aircraft, up from 27 in 2015. The leisure carrier emphasizes innovation and flexibility, exploring diverse partnerships such as codeshare agreements and collaborations with the likes of Air Cairo and Electra Airways, where SunExpress takes full commercial responsibility for the operation into the Austrian, German and Swiss markets. New routes launched in 2024 have included flights to Leeds Bradford and Cologne/Bonn, with new service to destinations including Glasgow and Liverpool planned for summer 2025. Looking ahead, SunExpress has ambitions of growing its fleet to 166 aircraft by 2035 and further diversifying its network into new markets.
Wizz Air, Hungary
Wizz Air has continued to expand its network across Europe, the Middle East and North Africa, reaching almost 800 routes across more than 50 countries. Despite issues relating to Pratt & Whitney’s GTF engines, the ULCC still carried 15.3 million passengers over the three months ending June, up 0.5% year-on-year. The airline is in 2025 preparing to take the first of 47 new Airbus A321XLRs on order, with plans in place to make London Luton to Jeddah, Saudi Arabia, the first route to use the aircraft type as it develops a suitable route network for the long-range narrowbody. Milan Malpensa-Abu Dhabi will also see XLR flights once deliveries begin.
RISING STAR
Adda Malín Vilhjálmsdóttir, Key Account Manager Airline Relations and Route Development, Reykjavik Keflavík Airport
Since joining Keflavík Airport (KEF) in 2021, Adda Malín Vilhjálmsdóttir’s key achievements include revising and simplifying the airport's incentive schemes and doubling airline participation while halving costs. She led the KEF route development team’s marketing efforts, growing its LinkedIn presence by more 120% and successfully launching social media campaigns with airline partners, with one recent giveaway reaching 64,000 people. Vilhjálmsdóttir’s also streamlined internal processes for airline incentives and collaborated across stakeholders to improve flight schedules and passenger forecasting.
Maricella Valdivia, Manager Network Planning, Cebu Pacific
As manager of network planning, Maricella Valdivia has significantly enhanced Cebu Pacific's route development through innovative digital solutions and strategic analysis. She introduced Tableau for performance reporting, transforming data management processes that are still in use today. During COVID-19, she prioritized routes based on passenger profiles, enabling efficient resource allocation. Valdivia spearheaded business cases for 29 new routes, including 15 successful launches since mid-2022, and resumed Clark as a hub. Her collaborative approach with stakeholders has driven growth and optimized network planning.
Michael Garko, Senior Network & Scheduling Analyst, Sun Country Airlines
Michael Garko has been instrumental in expanding Sun Country Airlines’ reach and optimizing operations. Since joining in 2020, initially as manager of customer care, he has helped the airline to add 30 new destinations and nearly 50 new routes, including seven international services. Garko implemented a customer relationship management system and an irregular operation recovery tool, significantly improving response times and customer satisfaction. His innovative scheduling strategies, including a three-bank structure at Minneapolis/St. Paul Airport (MSP), have resulted in a significant increase in the number of passenger connections.
Nina Mulhall, Head of Aviation Business Development, Aeropuertos Argentina
As head of aviation business development at Aeropuertos Argentina, Nina Mulhall drives air connectivity across 35 airports. With a background in data analysis, she has transformed operational decision-making and shifted focus to route development. Mulhall introduced training for airport teams on route development, created a comprehensive air transport policy and played a role in updating eight bilateral agreements, including three open skies treaties. Her collaborative efforts led to the launch of 11 new routes and increased long-haul frequencies, restoring international traffic to pre-pandemic levels.
Sarah Bin Moammar, Sr. Specialist Aviation Development, Saudi Air Connectivity Program
Sarah Bin Moammar has made significant strides in enhancing global air connectivity in line with Saudi Arabia's Vision 2030. With a focus on route development, she has successfully collaborated with more than 10 international airlines, resulting in 15 new routes and more than one million additional seats annually. Bin Moammar implemented an innovative dashboard to track tourist spending and layover durations, enabling data-driven decisions that align with strategic objectives. Her creative initiatives, such as developing travel packages with ITA Airways, have boosted air traffic and promoted tourism.
INDIVIDUAL LEADERSHIP
Ioanna Papadopoulou, Director, Communications & Marketing, Athens International Airport
Ioanna Papadopoulou has led transformative initiatives at Athens International Airport (ATH), playing a key role in its rise as an important European hub. She spearheaded the integration of destination marketing into the airport’s strategy, leading to the formation of “This is Athens,” which repositioned the city as a year-round destination. In the five years to 2019, passenger numbers and city visitors grew by 104% and 146%, respectively, and growth has resumed post-pandemic. ATH is on track for a record year in 2024, with airlines continuing to add capacity, new routes and destinations.
Jay L. Lingeswara, Vice President, Commercial at VietJet Air
Jay L. Lingeswara has been instrumental in VietJet’s growth, guiding its commercial strategy and network expansion. The LCC’s total domestic and international passenger market share has exceeded 22 million in the past year, while the airline saw a 38% increase in after-tax profit in the first half of 2024. Lingeswara played a key role in expanding VietJet’s international footprint, including launching five new routes to Australia in 2023. His strategic focus on digital technology, operational excellence and customer-centric innovation has solidified the carrier’s position as the largest private airline in Vietnam.
Majid Khan, CEO, Saudi Air Connectivity Program
Majid Khan has played a key role in expanding air connectivity across Saudi Arabia's 29 airports. Under his leadership since January 2024, the program has attracted 10 new airlines and 15 new routes, including Air China, Virgin Atlantic, Cathay Pacific and British Airways, adding more than 1 million seats to the market. Khan previously held leadership roles at Copenhagen Airports A/S, Avinor and Istanbul Airport (IST), where he facilitated major route developments, including securing the entry of 39 new international airlines at IST in the three years to the end of 2023 and growing the number of direct destinations served from 265 in 2019 to 315 in 2023.
Trent Banfield, International Operations & Aviation Development Manager at Tourism Australia
Trent Banfield has played a pivotal role in attracting sustainable air capacity to Australia, fostering relationships with international airports, airlines and government bodies. He has championed a collaborative approach known as the “Team Australia” strategy, fostering unity among stakeholders. Banfield’s leadership during the pandemic was pivotal: He focused on facilitating recovery through strategic engagement, insights on air capacity and innovative initiatives to unite aviation partners. He has also established a close partnership with the University of New South Wales, volunteering as a guest lecturer and serving on the school's Industry Advisory Board.
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