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As international travel rebounds, the skies aren’t just busier, they are more strategically contested. In 2025, aviation isn’t merely recovering from the pandemic. It is transforming. Airlines from both the Global North and South are reshaping routes in response to shifting demand, geopolitical friction, and regional ambition. Here’s what’s changing, who’s flying where, and why it matters.
Reopening the South: Northern Airlines Restore Long-Hauls
Carriers like British Airways, Lufthansa, Delta, and United Airlines are steadily restoring long-haul links to Southeast Asia, Africa, and Latin America. Cities such as Bangkok, Nairobi, São Paulo, and Kuala Lumpur are back on the map as business travel, tourism, and diaspora demand grow.
- LATAM Airlines posted a record $2.9 billion EBITDAR in 2024, fuelling its 2025 expansion into transatlantic routes.
- United Airlines now connects Bangkok and Ho Chi Minh City via Tokyo fifth-freedom routes.
- British Airways has resumed daily Kuala Lumpur flights after a five-year pause.
According to IATA, global passenger traffic rose 6.7% year-on-year in early 2025, with Asia-Pacific carriers leading at 6.3% growth.
After a four-year suspension due to regulatory issues, Pakistan International Airlines (PIA) is officially returning to Europe in 2025. PIA has resumed service between Islamabad and Oslo, with plans to expand further into the EU market pending approvals (Flightradar24, 2025). This return signals Pakistan's intent to reintegrate into international aviation markets and restore its historic links with European diaspora destinations. (e.g. over Russia) that Western airlines lack-cutting flight time and fuel costs.
Airlines like British Airways, Lufthansa, Delta, and United Airlines are steadily restoring long-haul links to the Global South-particularly Southeast Asia, Africa, and Latin America. Think Bangkok, Ho Chi Minh City, Kuala Lumpur, Nairobi, Johannesburg, and São Paulo. These routes are back on the map as business travel, tourism, and diaspora demand return. In Latin America, cities such as São Paulo continue to attract long-haul service as key southern gateways, especially as partnerships with local carriers like LATAM and Azul bolster route resilience. LATAM Airlines, in particular, closed a record-setting year in 2024, achieving an adjusted EBITDAR of $2.9 billion, which is now fuelling its aggressive expansion into transatlantic and intercontinental routes for 2025 (LATAM Airlines Group, Apr 2025).
For example, United Airlines now serves Bangkok and Ho Chi Minh City via new fifth-freedom routes out of Tokyo (United, 2025). British Airways has resumed daily service to Kuala Lumpur after a five-year pause (BA, 2025). According to the International Air Transport Association (IATA), global passenger traffic rose 6.7% year-on-year in early 2025. Asia-Pacific carriers led the way with 6.3% growth (IATA, 2025).
Southern Carriers Take the Lead
Airlines from the Global South are not just resuming. They are expanding. Carriers such as Emirates, Qatar Airways, and Turkish Airlines are scaling frequencies, fleets, and partnerships.
- Emirates is adding routes across Europe and Asia-Pacific. (Emirates, 2025).
- Qatar Airways is deepening ties with RwandAir and increasing services to Toronto and São Paulo. (Qatar Airways, 2025)
- Turkish Airlines is expanding into Africa and Eastern Europe, with new flights to Lusaka, Juba, and Krakow. (Turkish Airlines, 2025).
- Riyadh Air, Saudi Arabia’s new national carrier, plans to serve more than 100 global destinations by 2030 under Vision 2030. (Riyadh Air, 2025)
- Scoot (Singapore Airlines) launching Singapore–Vienna flights (The Strait Times, 2025)
- VietJet targeting Paris and Rome in its new European push (Vietjetair, 2024).
- Sichuan Airlines launching a new route from Chengdu to Madrid, with further ambitions to expand into European cities as Chinese carriers gain ground post-COVID (Aviation Week, 2025)
- Hainan Airlines Hainan Airlines is expanding its European network with new direct routes from Shenzhen to Madrid and Budapest, as part of its post-pandemic growth strategy. Aligning broader efforts to strengthen its presence in Europe, along side routes to Milan and Vienna. (Hainan Airlines, 2025)
- Turkish Airlines launching new routes to Lusaka (Zambia), Juba (South Sudan), and Krakow (Poland), while expanding frequency to Asia-Pacific and Latin America as part of its 2025 growth strategy (Turkish Airlines, 2025)
Europe’s Eastern Shift
Global South carriers are increasingly flying into Central and Eastern Europe. Turkish Airlines is expanding in the Balkans and into Krakow, while Chinese airlines like Hainan and Sichuan are targeting Madrid, Zurich, and Budapest. VietJet and Scoot are looking at Vienna and Warsaw. This shift reflects broader efforts to reach new demand centres beyond traditional Western hubs.
Africa's Ascent
African airlines are scaling up fast:
- Ethiopian Airlines is expanding its long-haul fleet with Airbus A350s and Boeing 787s. (Ethiopian Airlines, 2025)
RwandAir, backed by Qatar Airways, is positioning Kigali as a regional hub. (Times Aerospace, 2025)
Kenya Airways maintains key European routes while seeking deeper partnerships. (Kenya Airways, 2024) (Kenya Airways, 2025)
India and Pakistan Step Up
Air India is boosting UK capacity with more flights from Delhi, Amritsar, and Ahmedabad to Heathrow, Gatwick, and Birmingham. (Air India, 2025)
IndiGo is entering the European long-haul market, with new Delhi and Mumbai routes to Manchester and Amsterdam starting July 2025. (Aviation Week, 2025)
Russia Reconnects
Though cut off from Western markets, Russian carriers are rebuilding links:
- Aeroflot and Rossiya operate over 290 routes across Asia. (Travel and Tour World, 2025)
- Yakutia Airlines and Red Wings are expanding services to China and Turkey. (Travel and Tour World, 2025)
- Foreign carriers including El Al and Vietnam Airlines have resumed direct flights to Moscow and Kazan.
The UK: Still a Global Magnet
US American Airlines
The UK remains a prime destination for transatlantic carriers in 2025. American Airlines is expanding its service footprint with three daily flights from Chicago O’Hare to London Heathrow and a resumed seasonal route from Philadelphia to Edinburgh, starting May 23, 2025. These enhancements include the debut of American's new Flagship Suites on Boeing 787-9 aircraft, offering upgraded premium options (American Airlines Newsroom, 2024 & 2025).
GB British Airways
Easyjet
is also scaling up operations within the UK, with notable expansions from London Southend Airport. Starting summer 2025, it will offer new direct services to Pisa, Gran Canaria, Dalaman, Antalya, Marrakech, and Enfidha, highlighting a strong push into both Mediterranean and North African leisure markets (Easyjet, 2025).
According to VisitBritain, 43.4 million international visits are forecast in 2025-a 5% increase from 2024-with spending projected to reach £33.7 billion (VisitBritain Forecast, 2025).
Snapshot: Aviation by the Numbers
According to IATA’s latest traffic results, global air traffic in March 2025 grew by 13.8% compared to the previous year, with international traffic surging by 18.9%. Asia-Pacific carriers led this growth with a remarkable 38.5% year-on-year increase and an industry-leading load factor of 85.6%. Middle Eastern airlines also posted a strong 20.9% increase. According to IATA’s latest traffic results, global air traffic in March 2025 grew by 13.8% compared to the previous year, with international traffic surging by 18.9%. Asia-Pacific carriers led this growth with a remarkable 38.5% year-on-year increase and an industry-leading load factor of 85.6%. Middle Eastern airlines also posted a strong 20.9% increase. These figures reinforce the trend: airlines based in the Global South are outperforming their Northern counterparts in recovery and expansion. European airlines recorded 11.6% growth, and North American carriers came in at 14.5%, positive, but lagging Asia-Pacific’s momentum (IATA, 2025).
These data points affirm the power centres of global aviation are shifting.
However, a parallel analysis from the Global Travel Press (GTP) notes that while traffic surged, airlines experienced lower seat occupancy overall, with the March 2025 global average load factor reported at 80.6%, slightly down from March 2024. This reflects a nuanced picture where capacity recovery may be outpacing demand on some routes, even as others particularly in the Asia-Pacific remain highly competitive (GTP, May 2025).
Big Picture: Competitive Edges & Policy Gaps
What’s clear is that Southern carriers operate with newer fleets, fewer regulatory constraints, and greater flexibility. Access to Russian airspace and rapid growth in China, India, and Africa are giving them a clear edge.
Meanwhile, Northern carriers are recovering more slowly, with higher costs and tighter airspace restrictions. They are focusing on alliances, service upgrades, and core routes.
For policymakers and airports, this shift calls for smart planning, targeted investment, and stronger regional coordination.
who's Driving Global Connectivity in 2025?
A clear shift is taking place across the aviation landscape in 2025. The regions driving the most meaningful expansions in connectivity and market influence include:
- Asia-Pacific: Dominating international growth with a 38.5% YoY increase in traffic, led by Chinese and Southeast Asian carriers expanding aggressively into Europe, the Middle East, and the Americas.
- Middle East: Home to aviation powerhouses like Emirates, Qatar Airways, and Turkish Airlines, the region is increasingly positioning itself as both a transit hub and a strategic endpoint.
- Africa: With Ethiopian Airlines, RwandAir, and Kenya Airways scaling capacity and strategic partnerships, African carriers are improving long-haul connectivity and intra-regional mobility.
- South Asia: India’s Air India and IndiGo are adding intercontinental routes, while Pakistan International Airlines is re-entering Europe after a multi-year suspension.
- Russia: Though isolated from Western airspaces, Russian carriers are building new links across Asia, while regional airports see resumed service from foreign airlines.
- Latin America: LATAM and Azul are deepening international partnerships and restoring transatlantic reach, especially through Brazil’s key hubs.
These overlapping expansions signify a multipolar momentum in global aviation, where competitive edges are no longer solely defined by legacy carriers or traditional power blocs.
Final Takeaway
2025 marks the rise of a multipolar aviation world. The old model of North-to-South dominance is fading. What’s emerging is a dynamic global race for routes, market share, and strategic access. BRICS nations Brazil, Russia, India, China, and South Africa are taking centre stage. Airlines from these regions are expanding international services, refreshing fleets, and forming deeper global partnerships. South African Airways, for instance, is restoring long-hauls to São Paulo, Perth, and London, positioning Johannesburg as a key Southern Hemisphere hub. Northern carriers remain strong in premium service and global coverage, but they are now competing with more agile rivals from emerging markets. Expect more direct routes between developing economies, stronger regional hubs, and an evolving aviation map shaped by economic and geopolitical shifts.
The skies are not just reopening. They are being redefined.