Market Analysis VI: Athens Airport’s Top Markets – CHINA

Athens in the Spotlight!

Welcome to GTP Headlines’ weekly feature, spotlighting the top markets of Greece’s largest and foremost gateway.
Each week, based on exclusive facts and data of Athens International Airport, we’ll explore the markets that bring travelers from around the world to Greece through this bustling hub.

Our next stop is… CHINA. This week our attention is turned to Asia and China in specific, as a significant and highly promising market for Athens and Greece. 2019 was Athens’ best year for the Chinese market both in Direct traffic and in overall market size. For the same year (2019), 9 in 10 passengers from China travelled Indirectly connecting via other airports to reach Athens.

In addition and as per the Ministry of Migration and Asylum of the Hellenic Republic official statistics, China is the 2nd largest migration population in Greece with 30,300 Chinese residents (permit) as of June 2024. This is a solid and strong base for year-round VFR traffic (Visiting Friends and Relatives). Furthermore, Greece is the first European “stop” of the 21st Century Maritime Silk Road, the sea route of the Belt and Road Initiative (BRI). Greece was the first European country to formally join the BRI in August 2018; a year later, it became a member of the Cooperation between China and Central and Eastern European Countries – Greece’s Bilateral Relations (mfa.gr). In China’s New Maritime Silk Road, the “Dragon’s head” is the Greek Port of Piraeus in Athens, as President Xi put it. Greece’s largest and Europe’s seventh-largest port has become the cornerstone of multifaceted and growing Chinese investment in the country.

All of the above underline that China is a land of great opportunities for Athens International Airport (AIA).

As travel restrictions to China due to the pandemic eased at the 2nd half of 2023, the comparison to 2019 is the most representative of the Chinese market dynamics in the post-pandemic era. The Chinese market ranked 15th in terms of foreign arrivals and 39th in direct traffic in 2019.

Direct traffic for the first 7 months of 2024 is recording strong growth rates at 66%, compared to the same period 2019. In terms of foreign arrivals (Tourism), the Chinese market is growing by 51% to 2019.

Based on global travel data (IATA) for 2019, Shanghai was Athens top origin city market in China with a share of 30%, followed closely by Beijing with 29%. Hong Kong was in 3rd position with 16% and Guangzhou 4th with 7%. However, if you combine the 3 main airports in the greater “Pearl River Delta Metropolitan Region” including Shenzhen, the Market Share in traffic for this megalopolis accounts for 23%.

As of July 2024, Athens already reached 91% of the Chinese total direct traffic levels for full 2019. This spectacular growth of traffic is driven by the introduction of Shanghai, Athens newest destination in April 2024, with Juneyao Air, the growth of weekly frequencies from Beijing by Air China and the upgrade/further increase of capacity as Air China is operating the brand-new Airbus A350 aircraft type on the route. All in all, Athens is benefiting by the 9 weekly departures to China (peak summer season), when compared to 3 weekly during the pre-pandemic era.

Network Developments: 9 weekly departures in 2024
The… Year of the Dragon for Athens!

For 2024, Athens is directly connected to 2 airport destinations with flights operated by 2 airlines – Air China and Juneyao Air, offering 9 weekly departures in peak summer season.

Current Status – Summer 2024

Pre-pandemic, Athens was directly connected only to Beijing with Air China offering 3 weekly departures.

– On the 2nd of April 2024 Juneyao Air landed at Athens, inaugurating a direct connection with Shanghai for the first time ever. The Boeing B787 Dreamliner is operating the route, with 3 weekly frequencies for summer 2024.
– From early April 2024, Air China replaced the Airbus A330 with the brand-new Airbus A350-900 on the Beijing-Athens route. The A350 is operating with 312 seats, one-way, increasing available seat capacity by 24% per flight.
– From the last week of April 2024, Air China gradually increased weekly frequencies to 6.

Athens importance for the Chinese market proved during the pandemic period (based on global Schedules by OAG), as Air China believed in the dynamics of the market and continued to serve Athens directly despite the fact that the airline cut its overall Western European network to half and weekly frequencies by 94% in 2020 and 93% in 2021. The vote of trust in Athens by Air China meant that Athens was 1 of only 6 Cities that the airline operated almost nonstop during this very difficult period.

Air China from Beijing to Western Europe – July

Passenger traffic evolution

Compared to pre-Pandemic (2019), direct traffic recovered at 60% in 2023, recording spectacular growth by 66% in 2024 (vs. 2019).

The introduction of Shanghai as a new destination and increase in capacity by Air China resulted in 22.3 thousand additional direct passengers so far (January to July). Back in 2019, direct passengers on the Chinese market reached a level of 6 thousand round-trip per month (summer), when for July 2024 alone that number grew to 14 thousand.

Based on global travel data (IATA) Dubai was the top connecting HUB for passenger traffic between China and Athens in 2019, accounting for 24% of the total Indirect traffic. Followed by Beijing with 11.5% and Abu Dhabi with 10.5%.

For 2019, in addition to Chinese domestic travel, passengers from Chinese Taipei and Japan connected via China to reach Athens.

Passenger demographics:
The Chinese visitor at Athens International Airport

Chinese are travelling with their friends to enjoy Greece. They travel mainly as Couples or with friends, with an average age of 38 years.

Chinese are considering Greece as a “must-see destination” and visit to “taste” the Greek way of life and food. Interestingly, Greece seems to be a relatively cheaper option for them.

Main characteristics

Occupation: 80% in private sector.
Length of stay: 9 days in Greece, 4 of them in Athens.
Trip purpose: Mostly for holidays (90%).
Stay: 76% stay in hotels & resorts, while Airbnb’s seem to be among their choices (10%).
Activities: Great interest for archaeological activities , but not only. They also choose a bus city tour, a visit to Niarchos, Flisvos, Piraeus, Glyfada and Kolonaki.
Favorite destinations: Favorite destinations beyond Athens: Santorini (65%).

Evaluation of Athens: 90% said that the city experience was above their expectations.
Revisit Athens: 71% stated that they will revisit during 2024

Future opportunities: New destinations and enhanced connecting options

(a) with the successful introduction of Shanghai at Athens, promising new destinations that are located in the Pearl River Delta area, such as Guangzhou and other destinations such as Chengdu are also extremely dynamic and highly promising as future direct connections with Athens.
(b) extension of the enhanced weekly frequencies offering from Beijing, almost daily now, to capitalize on connecting opportunities from the Far East Asia region via Beijing to Athens.
(c) strengthening cooperation with Athens home-based airlines, to expand the via Athens connection product to the Eastern Mediterranean and North Africa regions.
(d) strengthening cooperation with Athens home-based airlines, to offer connecting opportunities to central and northern European destinations for the Chinese market as Athens is directly connected to over 100 airport destinations in Europe.

View also:

Market Analysis I: Athens Airport’s Top Markets – UNITED STATES

Market Analysis II: Athens Airport’s Top Markets – UNITED KINGDOM

Market Analysis III: Athens Airport’s Top Markets – GERMANY

Market Analysis IV: Athens Airport’s Top Markets – FRANCE

Market Analysis V: Athens Airport’s Top Markets – ITALY