The last time an airline flew nonstop service between New
York and Belgrade, the Serbian capital was still a part of the former
Yugoslavia. The nation's flag carrier, Air Serbia, is restoring that service
this week and hopes it will boost a growing corporate travel market in the
region.
On June 23, Air Serbia—formerly Jat Airways, renamed in
2013—begins round-trip service five times per week between Belgrade and New
York's John F. Kennedy International Airport. That restores service the carrier
discontinued in 1992 amid sanctions related to the Yugoslav Wars. As it has prepared
to begin service, the carrier has been courting corporate business that has needs
not only in Serbia but also throughout Southeast Europe, where Air Serbia has
continuing service, CEO Dane Kondić said. "This is one of the only direct
links between the U.S. and this region, and the response since we announced the
new route has been extremely strong," he said. "The demand from the
commercial market, from both exporters and importers, has exceeded our
expectations."
Air Serbia earlier this year appointed a New York-based vice
president of sales for North America, George Petkovic. Etihad Airways, which
owns a 49
percent stake in Air Serbia, also provides sales support in North America. Other
carriers in Etihad's network helped launch the route. That includes Jet
Airways, which leased the Airbus A330 being used for the flight, and Alitalia,
which provided pilot training, Kondić said.
Air Serbia has no plans to add more service to
North America, although it would "consider opportunities … where it made
commercial and financial sense," he said.