✈ London-Sarajevo air connectivity: current landscape and future opportunities

Over the past year, the London market has been served by two low-cost carriers—Wizz Air and Ryanair—operating flights to Sarajevo from two different London-area airports: London Luton and LondonStansted.

Ryanair launched its London Stansted–Sarajevo service on April 2, 2024, with three weekly flights, and has maintained this frequency consistently. The airline has seen strong demand, with load factors exceeding 90% in June, August, and September, and aircraft flying at full capacity in October 2024.

Wizz Air initially operated two weekly flights between London Luton and Sarajevo using Airbus A320 aircraft. From November 2023, the carrier increased its frequency to four weekly flights and upgraded to the larger Airbus A321neo, which has a capacity to accommodate 239 passengers. However, despite the apparent demand, Wizz Air reduced its frequency back to two weekly flights for the summer schedule. This reduction, especially during the high-travel summer period, appears counterintuitive given the performance data.

The contrast between Ryanair’s stable schedule and Wizz Air’s recent cutback raises concerns about Wizz Air’s long-term strategy in the London-Sarajevo market. With Ryanair showing consistent commitment and success, it risks capturing the entire market if Wizz Air does not maintain a competitive presence. There is clearly enough demand to justify at least two weekly flights by Wizz Air year-round. Scaling back to seasonal service could ultimately undermine their market position.

Meanwhile, Sarajevo International Airport is actively working to expand its airline portfolio. Discussions are underway with the International Airlines Group (IAG), which includes British Airways, Iberia, and Vueling. A direct link with British Airways from London Heathrow (LHR) would be a major milestone, offering Sarajevo passengers one-stop connections to global destinations via this key international hub. A three-weekly service from LHR to Sarajevo is both viable and strategically significant.

Additionally, Iberia is considered a strong candidate to launch Madrid-Sarajevo flights, initially as a seasonal service starting in summer 2026, with potential to evolve into a year-round route. Vueling would also be a welcome addition, with opportunities to serve destinations such as Barcelona, Rome, and Valencia at competitive low-cost fares.

The UK remains one of Europe’s largest aviation markets, and Sarajevo should aim to connect not only with London, but also with other major UK cities such as Manchester and Birmingham. Ryanair, with its expansive route network, could help facilitate these connections.

The continued development of Sarajevo’s connectivity to the UK and Western Europe is a critical step forward for the city’s growing tourism and business sectors. Ensuring competitive airline offerings, including full-service and low-cost options, will be key to achieving this goal.

Source: Zahid Krkić