Avoid Suburbs is a confident marketing slogan which presents the business case for airlines to fly to or via Sweden rather than Denmark, Norway and Finland.
"Sweden is the biggest country in Scandinavia, it has the biggest industries and most tourism," said Michael Persson Gripkow, marketing director for Swedavia which operates Sweden's principal airports, including Stockholm-Arlanda and Gothenburg.
Persson Gripkow explained that while Sweden "loves its neighbours", airlines should fly directly to what he describes as "the heart of Scandinavia".
In addition, he cited Sweden's economy, which he said is "the largest and fastest-growing economy in Scandinavia", as another reason why airlines should choose to open new direct routes to the country rather than via hubs in neighbouring countries.
It appears people are listening. Stockholm-Arlanda is currently experiencing the highest growth of any airport in the region, about 15% passenger growth for the first six months of 2011.
Swedavia also gives good reasons for airlines to open routes to its airports - a new universal package of incentives for airlines opening new intercontinental routes offers free landing fees for the first year.
"Our new system gives a 100% reduction when it comes to landing fees in the first year and 70% when it comes to passenger costs," said Persson Gripkow.
"It's a five-year programme and the rebate decreases every year."
Source: Flight Daily News
