On November 28, 2024, British Airways announced the addition of three new routes to its summer 2025 schedule, connecting London to the Italian cities of Rimini, Salerno, and Olbia. This expansion reflects British Airways' commitment to enhancing its European network and catering to the growing demand for leisure travel to Italy. The new service to Rimini, a city known for its historical significance and vibrant beach culture, will operate from London Heathrow three times per week starting May 15, 2025. Rimini, located on Italy's Adriatic coast, offers travelers a blend of ancient Roman architecture and modern entertainment, making it an attractive destination for both cultural explorers and sun seekers.
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Salerno, situated on the picturesque Amalfi Coast, will be accessible from London Gatwick. Flights to Salerno will begin on May 22, 2025, and will also run three times weekly. This route taps into the allure of the Amalfi Coast, renowned for its stunning cliffside towns, crystalline waters, and rich culinary heritage. The airport in Salerno, which opened to commercial flights in July 2024, provides an alternative gateway to this popular region without the congestion of Naples.
The third new route connects London City Airport to Olbia in Sardinia, complementing existing services from London Heathrow. Flights to Olbia will start on May 25, 2025, initially operating weekly on Sundays, increasing to twice weekly from July 16. Olbia, on Sardinia's northeastern coast, is celebrated for its beautiful beaches, historical sites, and the nearby Costa Smeralda, a haven for luxury tourism. These new routes will bring British Airways' total number of Italian destinations to 19, making Italy the airline's largest European market.
The decision to add these services comes at a time when there's been a 10% increase in searches for summer flights to Italy compared to last year, suggesting a strong travel interest in the country. Neil Chernoff, British Airways’ Chief Planning and Strategy Officer, stated that these coastal destinations are expected to be particularly popular among leisure travelers seeking sun, sea, and Italy’s renowned cuisine. This move not only expands British Airways' footprint in Italy but also aligns with the airline's strategy to diversify its offerings to cater to a broader range of travel preferences.