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3) Airport passenger market potential analysis

Main activities. The passenger market potential analysis includes the following activities:

The rationale for improving regional aviation. In the growing European Union, regions face more competition than ever and the process of cohesion is proceeding just slowly. Regions struggle with social as well as economic challenges. They feel the need to increase their attractiveness through diverse activities, investments and promotions. Well-functioning air transport services are an integral part of this development. Often, only air links to commercial centres satify the needs of the business community, in turn also offering transport opportunities to the regional population as a whole.

The importance of identifying the passenger potential. Regional policy makers need to understand the passenger potential (both for business and leasure travel) in order to set the appropriate policy that can maximise the development opportunities in a way that benefits and possible downsides of the development can be balanced appropriately. The analysis is driven by the objective of securing continued employment in predominantly rural regions in order to prevent a population decrease and migration to cities as a result of lacking employment opportunities.

The starting point of the analysis. The passenger market potential analysis takes at its starting point the accessibility of the region by all transport modes in the light of the region's socio-economic profile (Are there economic activities that (can) induce business traffic? Is the region an actual or potential tourism destination? Is it a significant source market for outgoing tourism traffic?)

The integrated model approach. Airlines, airports and regional authorities are interested in extending their business opportunities, i.e., by handling more passengers and aircrafts. In most cases, the existing passenger potential of a region / at a regional airport is not known. By using a tried and tested integrated model approach, the market potential of europlane airports and regions can be identified. The analysis involves the construction of an ex-post (retrospective) model of a particular airport, and of an ex-ante (forecasting) model that can predict the potential of new air services to particular destinations.

The benefits of the market potential analysis. The exchange of experiences among partners, combined with the know-how of airports and external experts, leads to a direct contact with interested airlines. The detailed market information allows recommendations of how to implement sustainable air connections to achieve positive accompanying spatial, economic and social effects in the region. It can also inform the complementary development of other fields of activities in the respective region or airport. Workshops will be conducted to support regions in the interpreation of results and negotiation with potential service providers. These negotiations will show the possibilities for developing the airport and its services for the benefit of the respective region.

Expertise. The external expert MKmetric will carry out the passenger market potential analysis in co-operation with the europlane partners.

Last update: 18 July 2006

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