Air Serbia Eyes Bangkok, Reviving Direct Flights to Thailand

Photo courtesy of TripAdvisor

Thailand could soon see a surge in tourists from the Balkans, as Air Serbia considers reinstating direct flights to Bangkok—a route absent since the 1990s following Yugoslavia's dissolution.

The Tourism Authority of Thailand (TAT) has confirmed ongoing discussions with Air Serbia. This initiative is part of a strategic effort to enhance travel connections from the Balkan region, potentially boosting Thailand’s tourism sector.

Bogdan Gligor, the TAT’s marketing representative for Romania and the Balkans, explained to the Bangkok Post, "Currently, Balkan tourists mostly rely on connections via the Middle East or Turkey. We’re collaborating with various airlines to establish direct routes, including a notable interest from Air Serbia, whose sole Asian long-haul destination currently is China."

Despite the high costs of long-haul travel, interest in Thai tourism remains robust among Balkan visitors. Gligor noted, "Even with higher airfares, tourists from the Balkans are keen to experience Thailand’s unique attractions and renowned hospitality. Impressively, 50% of these tourists are repeat visitors, highlighting Thailand’s strong appeal."

Air Serbia has contemplated launching seasonal winter routes to popular holiday destinations but has previously been cautious about Bangkok. The primary concern has been the stiff competition from Gulf carriers.

Air Serbia’s CEO, Jiri Marek, shared insights with EX-YU Aviation News, highlighting the challenges: “While there’s significant demand for Bangkok during the winter months, the market’s overcapacity poses a challenge. We could fill flights, but profitability would remain low due to reduced yields.”

Currently, Air Serbia services multiple Chinese cities such as Beijing, Guangzhou, and Shanghai. According to data from OAG, Bangkok is now the top unserved Asian destination from Serbia. Other promising locations from Belgrade include Pattaya, Denpasar (Bali), Male (Maldives), and Zanzibar.

Most Serbian travellers reach Thailand with stops in Doha, Dubai, or Istanbul, courtesy of airlines like Qatar Airways, Emirates/Flydubai, and Turkish Airlines.

The last direct flights from Belgrade to Bangkok were operated in the 1990s by Air Serbia’s predecessor, JAT Yugoslav Airlines. Reviving this route could not only rekindle historic ties but also open new tourism opportunities for both regions, potentially boosting the local economies and tourism sectors.

With the Balkans showing a sustained interest in Thailand, direct flights could facilitate more convenient and appealing travel options, enriching both cultural exchange and economic benefits for Thailand’s tourism-dependent communities. Whether Air Serbia moves forward with this ambitious plan remains to be seen, but the ongoing talks hold promise for future travel expansions.

  Adapted by ASEAN Now from The Thaiger 2025-08-28