TAP Air Portugal has taken a significant step in expanding its presence in the Europe-Brazil market with the launch of its new service to Florianópolis, Brazil. This strategic move comes as a response to the increasing demand for flights between Europe and Brazil, as well as the airline’s existing partnerships with Brazilian carriers Azul and GOL.
The new route, operated three times a week by Airbus A330-200 aircraft, connects Lisbon Airport to Florianópolis-Hercílio Luz International Airport. This addition marks Star Alliance’s 13th Brazilian destination, further solidifying TAP’s position in the region.
Henri-Charles Ozarovsky, TAP Group’s Head of Strategy, shared with Aviation Week that the decision to expand to Florianópolis was a result of careful analysis of regional data and market trends. The airline’s aim is to identify profitable routes that also support its codeshare alliances and drive sustainable growth.
Despite facing operational challenges earlier this year at Porto Alegre Airport, TAP remains committed to meeting the demand for flights to Florianópolis. Ozarovsky emphasized that the decision to launch this new route was part of TAP’s long-term strategy to tap into the growing Brazilian market and leverage existing business opportunities.
In addition to the new service to Florianópolis, TAP will resume flights to Manaus, the capital of Amazonia, in November. This move is expected to further boost the airline’s presence in Brazil and support the development of air travel connections in the region.
With the launch of the Florianópolis route, TAP now offers over 51,000 two-way nonstop weekly tickets and 213,600 monthly seats to Brazil. This significant increase in capacity solidifies TAP’s position as a key player in the Europe-Brazil market, with a projected market share of 27.9% in September 2024.
According to OAG Schedules Analyser, other major players in the Europe-Brazil market include LATAM Airlines Group with 21.8%, Air France-KLM Group with 13.6%, Lufthansa Group and ITA Airways with 11%, and British Airways and Iberia with 9.5%. TAP’s strategic use of A321LR aircraft for routes to Belem, Fortaleza, Maceio, Natal, and Recife has further contributed to its market dominance in the region.
The growth in the Europe-Brazil market is evident from the increasing number of nonstop scheduled two-way seats, which are expected to reach 847,500 in January 2025. This represents an 11% growth from January 2024 and a 16% increase from pre-pandemic levels, highlighting the resilience of the air travel sector despite the challenging economic conditions.
Ozarovsky acknowledges the potential challenges of overcapacity in the market, particularly with the fluctuating value of the Brazilian real. However, he remains confident in TAP’s ability to manage its capacity expansion effectively and meet the demand for flights between Europe and Brazil without saturating the market.
As the holiday season approaches, TAP will continue to monitor market trends closely to ensure that its operations remain efficient and profitable. With its strategic expansion to Florianópolis and upcoming flights to Manaus, TAP is well-positioned to capitalize on the growing Europe-Brazil market and strengthen its foothold in the region.
