Expanding into new markets presents exciting growth opportunities for airlines, but success depends on much more than simply launching a new route.
APG recently conducted a survey exploring the biggest challenges airlines face when entering new markets. The responses highlighted several key considerations, from understanding local demand and managing costs to building market awareness and finding the right local partners.
Understanding Local Demand
Understanding local demand emerged as a key consideration for airlines entering new markets. Knowing who the potential travellers are, understanding booking behaviours, identifying market trends and adapting to local expectations are all critical factors when building a successful presence in a new destination.
Managing Costs
Cost management is another important consideration when entering a new market. Airlines need to balance investment in sales, marketing and distribution with the need to build a sustainable commercial presence.
Creating Market Awareness
Building awareness is essential when introducing an airline to a new market. Effective local sales and marketing can help airlines connect with customers, travel agencies and industry partners while establishing visibility and recognition.
Finding the Right Partners
The survey also highlighted the value of having the right local partners. Local expertise, established industry relationships and knowledge of market dynamics can help airlines navigate unfamiliar markets and build a stronger presence.
Local Expertise for Global Growth
The findings demonstrate that successful market entry requires more than simply establishing a new route. Understanding local dynamics, developing effective commercial strategies and having the right support in place can all play an important role in building long-term success.
With a global presence across 130+ countries, APG supports airlines with local market expertise, sales and marketing capabilities, airline representation and distribution solutions, helping carriers establish and grow their presence in new markets.
APG has been appointed as Passenger General Sales Agent (GSA) for Cathay Pacific in Kazakhstan, expanding APG’s airline representation network in Central Asia.
Under the new appointment, APG will represent Cathay Pacific in the Kazakhstan market, supporting the airline’s passenger sales and working closely with the local travel trade to develop commercial opportunities.
The appointment further strengthens APG’s growing presence across Central Asia and adds Cathay Pacific to its portfolio of leading international airline partners.
Cathay Pacific, Hong Kong’s flagship airline, operates an extensive network from its hub in Hong Kong, connecting passengers to destinations across Asia, Europe, North America, the Middle East, Africa and the South Pacific. Its Hong Kong hub also provides convenient connections between Kazakhstan and a wide range of international destinations.
For APG, the new partnership reflects its continued focus on providing airlines with local market expertise and commercial support in key international markets. With a global network covering more than 130 countries, APG works with airlines to strengthen their presence, develop sales opportunities and connect with the local travel trade.
For more information about APG Passenger GSA services, visit our Passenger GSA Services page.
APG is pleased to announce that Riyadh Air is now available through APG Direct Connect, giving travel professionals access to the airline’s NDC content through a single, streamlined booking platform.
As Saudi Arabia’s new premium national airline, Riyadh Air is building an extensive international network from its hub in Riyadh, connecting the Kingdom with destinations across the globe. The airline combines a modern fleet with a digitally focused approach to the passenger experience.
Through APG Direct Connect, travel professionals can access Riyadh Air’s NDC content to search, book and issue tickets, with a range of post-booking servicing capabilities also available, including ancillary services, passenger updates, refunds and flight changes.
The addition of Riyadh Air further strengthens the range of airline content available through APG Direct Connect, providing travel professionals with convenient access to NDC content through a single platform.
For more information, visit APG Direct Connect
APG Taiwan recently celebrated the opening of its new office with a reception attended by members of the travel trade and local media.
The grand opening reception welcomed approximately 80 industry professionals from 50 travel agencies, who gathered to congratulate the APG Taiwan team and celebrate this important milestone.
The event also provided an opportunity to introduce APG’s global network, products and services to attendees, while strengthening relationships with existing partners and establishing new industry connections.
Guests enjoyed an afternoon of networking and discussions in the team’s new office, reflecting APG Taiwan’s continued commitment to supporting airlines and travel professionals in the local market.
The opening of the new office represents an important step in APG Taiwan’s continued growth and reinforces its dedication to delivering high-quality airline representation and distribution services while further strengthening its presence within Taiwan’s travel industry.
Congratulations to the APG Taiwan team on this exciting milestone, and we wish them every success in their new offices.
APG is pleased to announce the signing of a new Interline Cargo Agreement with Himalaya Airlines.
The agreement enables cargo shipments on Himalaya Airlines to be issued on APG Airlines Cargo’s 275 AWB, providing customers with greater flexibility and improved access to Himalaya Airlines’ cargo network.
This new partnership supports APG Airlines Cargo’s continued growth by expanding its portfolio of airline partners and enhancing the range of cargo solutions available to freight forwarders and logistics partners worldwide.
By connecting more airlines through its AWB-275 platform, APG Airlines Cargo continues to simplify cargo distribution, offering efficient and reliable solutions that help the global freight community access new markets and streamline their operations.
“ We are delighted to welcome Himalaya Airlines to the APG Airlines Cargo network. This agreement represents another step forward in our mission to provide flexible cargo solutions and strengthen connectivity between airlines and the global logistics industry.
Through strategic partnerships such as this, APG Airlines Cargo remains committed to supporting airlines, freight partners, and customers with secure, efficient, and accessible cargo distribution solutions.
For more information about APG cargo services, visit APG Cargo Services
APG is pleased to announce its appointment as Passenger General Sales Agent (GSA) for AJet in Saudi Arabia.
APG already supports AJet through its existing Passenger GSA partnership in Uzbekistan. This latest mandate extends the relationship into the Kingdom of Saudi Arabia, where APG will provide local sales and commercial representation services to support the airline’s growth and development in the market.
As Saudi Arabia continues to emerge as a key aviation and tourism hub, this new agreement reflects AJet’s commitment to strengthening its presence in the region while benefiting from APG’s local expertise and industry relationships.
The mandate further reinforces APG’s role as a trusted commercial partner for airlines worldwide, delivering market representation, sales support, and business development services through its extensive global network.
We are proud to continue building on our successful relationship with AJet and look forward to supporting the airline’s ambitions in Saudi Arabia.
For more information about APG Passenger GSA services, visit our Passenger GSA Services page.
From six offices in 1991 to a global aviation network spanning more than 100 countries, APG celebrates 35 years of innovation, partnership, and connection.
In 1991, APG began with a simple but ambitious vision. Starting with six GSSA offices across Europe and Egypt, the company set out to provide airlines with strong local representation and global reach.
Thirty-five years later, APG has grown into a worldwide network of more than 100 offices, supporting airlines, travel professionals, and cargo partners across every major market. What began as a regional operation has evolved into a global aviation services group driven by innovation, adaptability, and strong human relationships.
As we celebrate our 35th anniversary, we reflect not only on how far we have come, but also on the values that continue to guide us forward.
Our Journey: Key Milestones
Building a Global Aviation Network
Over the past 35 years, APG has continuously evolved to meet the changing needs of the aviation industry. What began as a small network of GSSA offices has grown into a global aviation services group supporting airlines, travel professionals, and cargo partners in more than 100 countries.
Through a combination of local expertise, global reach, and a commitment to innovation, APG has expanded its portfolio far beyond traditional airline representation. Today, the group provides a comprehensive range of services spanning distribution, interline solutions, airline and cargo representation, NDC connectivity, and industry events.
This growth has been driven by a clear focus on helping airline partners access new markets, strengthen distribution channels, and build meaningful commercial relationships around the world. At the same time, APG has continued to invest in technology and new solutions that support the evolving needs of both airlines and travel professionals.
From pioneering distribution services to launching innovative connectivity solutions, APG’s journey has been defined by adaptability, collaboration, and a long-term commitment to supporting the global aviation community.
More Than Technology: APG at 35
While technology and innovation have played a major role in APG’s growth, the company’s success has always been built on people.
Throughout the years, APG has remained committed to maintaining a balance between experience and innovation. The knowledge, expertise, and dedication of long-standing team members continue to shape the company’s strength, while new ideas, technologies, and fresh perspectives help drive future development.
Today, this balance between experience and innovation continues to define APG’s approach.
Celebrating APG at 35 in Annecy
This year, during APG’s Annual General Meeting in Annecy, France, we came together to celebrate this important milestone.
As night fell, the celebration took to the sky with a specially choreographed drone show created to tell the APG story.
Through light, movement, and carefully designed formations, the drones illustrated the journey of APG, from its beginnings in 1991 to the global network it has become today, while also symbolizing the journey still ahead.
More than a celebration, the drone show reflected the spirit of APG itself: forward-looking, innovative, and conscious of its impact, even in the way we mark important milestones.
Reflections on 35 Years
“ Innovation has always been part of APG’s DNA. Whether through distribution solutions, interline services, or NDC technology, our goal has always been to anticipate industry needs while maintaining the strong relationships that remain at the heart of our business.
“ APG’s journey over the last 35 years has been built on strong relationships, entrepreneurial spirit, and a constant willingness to adapt to an evolving industry. What makes this anniversary especially meaningful is not only the scale of what APG has become, but the people across our global network who continue to shape its future every day.
APG is pleased to announce its appointment as Passenger General Sales Agent (GSA) for Vietnam Airlines in Saudi Arabia.
APG already supports Vietnam Airlines across various markets and services within its global network. This latest mandate extends that collaboration into the Kingdom of Saudi Arabia, where APG will provide local sales and commercial representation services to support the airline’s growth and development in the market.
As Saudi Arabia continues to emerge as a key aviation and travel hub, this new agreement reflects Vietnam Airlines’ commitment to strengthening its presence in the region while benefiting from APG’s local expertise and industry relationships.
The mandate further reinforces APG’s role as a trusted commercial partner for airlines worldwide, delivering market representation, sales support, and business development services through its extensive global network.
We are proud to continue building on our successful relationship with Vietnam Airlines and look forward to supporting the airline’s ambitions in Saudi Arabia.
For more information about APG Passenger GSA services, visit our Passenger GSA Services page.
APG is pleased to announce its appointment as Passenger General Sales Agent (GSA) for Sunrise Airways in Canada and the United States.
Under this new partnership, APG will provide comprehensive sales and marketing representation to support Sunrise Airways’ commercial development and strengthen the airline’s presence across the North American market.
In addition to its Passenger GSA responsibilities, APG will also manage Sunrise Airways’ ARC and BSP services, delivering efficient ticketing, settlement and distribution solutions to enhance the airline’s engagement with the travel trade community.
Sunrise Airways is a leading Caribbean carrier, connecting key destinations across the Caribbean, North America and beyond. The airline plays an important role in facilitating regional connectivity and serving both business and leisure travellers throughout its network.
APG looks forward to working closely with Sunrise Airways and contributing to the airline’s continued growth and success in these important markets.
For more information about APG Passenger GSA services, visit our Passenger GSA Services page.
APG has been appointed Passenger General Sales Agent (GSA) in Morocco for TUI Airways and the five airlines comprising the TUI Group airline portfolio: TUI Airways Limited (United Kingdom), TUIfly Nordic AB (Sweden), TUI Airlines Belgium NV (Belgium), TUI Airlines Nederland BV (Netherlands), and TUIfly GmbH (Germany).
The appointment marks APG’s first Passenger GSA agreement with TUI Group Airlines and represents an important milestone in the development of a new partnership between the two organisations.
Under the agreement, APG will provide comprehensive passenger sales and commercial representation services in Morocco, supporting TUI Group Airlines in strengthening their market presence and enhancing engagement with the local travel trade.
Morocco continues to be an important market for leisure travel, making this appointment a valuable opportunity for both organisations to support future growth and expand commercial opportunities within the region.
With its extensive experience in airline representation and global network of offices, APG delivers tailored sales, marketing and customer support solutions that help airlines expand their reach and achieve sustainable growth in key markets worldwide.
“ We are delighted to begin our partnership with TUI Group Airlines through this appointment in Morocco. As our first Passenger GSA agreement together, it represents an exciting opportunity to combine APG’s local market expertise with the strength of one of Europe’s leading leisure travel groups. We look forward to supporting TUI Group Airlines’ continued growth and success in the Moroccan market.
This new agreement further strengthens APG’s portfolio of airline partnerships and reinforces its position as a trusted provider of airline representation services across the global aviation industry.
For more information about APG Passenger GSA services, visit our Passenger GSA Services page.
