The CEO of Air Serbia says that in the modern world airlines play a wide role – they are often the first contact point of passengers with a country and act as their ambassadors. The quality of service, professionalism of staff and brand identity, he claims, have a direct impact on how the strength of the country is perceived.

Air Serbia is aware of the role it plays as an ‘ambassador’ of Serbia, connecting people, opportunities, and destinations. Connecting the country with the world and its diaspora is also about preserving the cultural, traditional, and emotional ties. Our strategic role is reflected in the fact that we have been improving the international accessibility of Serbia in the long term and that we are building its positive image as a modern and globally integrated state, through our day-to-day operations. The expanding of the network of destinations, fleet modernization, and continuous focus on the stability of development and sustainable growth are an investment in the future – both of Serbia and of its national airline.
This is how the CEO of Air Serbia, Jiří Marek, sums up the results and directions for further development in an interview with Dipos Magazine. He emphasizes that Air Serbia, as the national carrier, plays an important strategic role in improving Serbia’s international connectivity and strengthening its global recognition.
‘The development of air transport directly contributes to the economic competitiveness of a country, greater market accessibility, and attracting investment and tourists. In the modern world, airlines play a broad role – they are often the first contact point of a passenger with a country, so the quality of service, professionalism of the staff, and brand identity have a direct impact on how the strength of the country is perceived’, Marek says.

According to the results of a prestigious survey conducted by the American magazine Global Traveler, last year Air Serbia was once again named the best airline in Eastern Europe. The company also recorded a strong increase in the number of passengers, expanded the network of destinations, and achieved stable business results. What do you believe to be crucial for the achievement of top-level results and breaking historical business records?

I believe that the key to Air Serbia’s success is a strong vision of development, strategic planning, and consistent dedication to quality in every segment of operations. International recognitions, such as the title of best airline in East Europe are an important confirmation that long-term strategies and responsible management lead to quantifiable results. An added value to this award is the fact that it is based on the experiences and evaluations of the demanding business passengers and premium service users.
We ended last year, which was truly a year of success, with a record-breaking figure of 4.57 million passengers carried, which surpassed the historical result of the former flag carrier, JAT. We significantly expanded the flight network, introduced new destinations and increased flight frequency, operating a total of 103 routes to 34 countries across four continents. All of these results are a consequence of the concerted efforts of a professional and dedicated team. I often emphasize that the biggest strength of any company are its people and a strong brand, because they are the ones that provide resilience to challenges and ensure long-term growth.

How do you achieve the balance between commercial goals and national interests in practice?

Commercial goals and national interests are not principles that are opposed to each other. On the contrary, they are mutually dependent. A sustainable and profitable business model allows a company to gradually develop the key aspects of its business operations, which are significant for the economy, tourism, and the diaspora, while also ensuring efficiency and competitiveness in the market. The alignment between these principles results in the achievement of remarkable business results and the growth of national economy.

In the coming years, particularly during EXPO 2027, Belgrade will welcome many visitors and business delegations from all over the world. How does Air Serbia see its role in this strategically important project?

Bearing in mind the role our company plays in connecting Belgrade with the whole world, we see ourselves as one of the key partners of EXPO 2027. Through our operations, we promote Serbia as a modern, open, and hospitable country, and EXPO for us is an opportunity to solidify the reputation of Serbia and our company globally. We will confirm our role as the national airline, which is reflected in providing smooth transportation for participants, facilitating business and cultural contacts, and positioning Belgrade as a regional and global hub.
We would particularly like to highlight that in the year of EXPO, Air Serbia will celebrate a major anniversary – 100 years of operations. This date is important not just for the history of our company, but for the development of civil aviation in this part of Europe. This jubilee further highlights the importance of our role and the contribution we will have within EXPO, as well as the opportunity to present the rich tradition and future of the aviation industry in Serbia.

Looking ahead, how do you see the future development of Air Serbia in the coming years, and which values would you like to develop not only as a carrier, but as a representative of Serbia internationally?

We plan our future development through constantly monitoring and understanding the needs of passengers. In the years to come, we will create the network of destinations and services in line with these needs, making sure that the experience of travel is pleasant and aligned with the latest trends in the aviation industry. We are particularly focusing on innovation that improves comfort and practicality, the loyalty programme that will facilitate travel and everyday purchases, along with the sustainability which is more and more important for our passengers. We would like Air Serbia to be synonymous with reliability, hospitality, and modern service, a company that listens carefully to its passengers and adapts to their expectations. That is how we will not only continue strengthening Serbia’s connections with the world, but also contribute to its representation as an open, modern, and hospitable country.

The full interview is available in our DIPOS Magazine.