TAP Air Portugal has recently made a significant stride in expanding its market share on Europe-Brazil routes with the launch of a new service to Florianópolis, a city located in the southern region of Brazil. This addition has been met with great anticipation, as it further solidifies TAP’s position in the competitive aviation market.

The Airbus A330-200 aircraft will operate three times a week between Lisbon Airport and Florianópolis-Hercílio Luz International Airport, providing passengers with increased connectivity between Europe and Brazil. This move marks Florianópolis as the 13th Brazilian destination for Star Alliance, further enhancing the network’s presence in the region.

Henri-Charles Ozarovsky, TAP Group Head of Strategy, shared insights with Aviation Week regarding the strategic decision to introduce flights to Florianópolis. He highlighted the long-standing consideration of this route due to the growing demand and the airline’s strategic partnerships with Brazilian carriers Azul and GOL. Ozarovsky emphasized the importance of continuously monitoring market data to identify profitable routes, pointing out that expanding to Florianópolis was a well-thought-out decision to capitalize on existing partnerships and business opportunities.

The recent launch of flights to Florianópolis comes on the heels of operational disruptions caused by floods at Porto Alegre Airport earlier this year. Ozarovsky mentioned that TAP’s new route to Florianópolis was a deliberate move to align with the airline’s market aspirations in Brazil, despite the challenges faced in Porto Alegre. He expressed confidence in the route’s potential to meet growing demand and unlock new opportunities for the airline.

Looking ahead, TAP plans to resume flights between Lisbon and Manaus, the capital of Amazonia, in November, further contributing to the airline’s growth and connectivity in the region. The decision to reinstate service to Manaus is part of TAP’s strategic focus on expanding its presence in Brazil and establishing itself as a key player in the Europe-Brazil market.

With the introduction of flights to Florianópolis, TAP now offers over 51,000 two-way nonstop weekly tickets and 213,600 monthly seats to Brazil, solidifying its position in the market. According to OAG Schedules Analyser, TAP is projected to command a 27.9% market share in the Europe-Brazil market by September 2024, surpassing other major carriers in the region.

Despite facing competition from prominent airlines such as LATAM Airlines Group, Air France-KLM Group, Lufthansa Group, ITA Airways, British Airways, and Iberia, TAP has strategically leveraged its fleet of A321LRs to serve destinations like Belem, Fortaleza, Maceio, Natal, and Recife, allowing the airline to capture a significant share of the market. Recent data from OAG indicates that TAP leads in terms of Europe-Brazil frequencies, with a market share of 32% in September.

The growth of the Europe-Brazil market has been notable, with scheduled two-way seats increasing to 847,500 in January 2025, representing an 11% growth from the previous year and a 16% increase from pre-pandemic levels. Ozarovsky acknowledged the challenges posed by market fluctuations, particularly in light of the devaluation of the Brazilian real, but remains optimistic about TAP’s capacity expansion to meet demand effectively.

As the airline continues to navigate the evolving landscape of the aviation industry, Ozarovsky emphasized the importance of strategic planning and monitoring market dynamics to ensure sustainable growth and success. TAP remains committed to providing passengers with seamless connectivity between Europe and Brazil while maintaining a strong foothold in the competitive market. With a focus on customer satisfaction and operational excellence, TAP Air Portugal is set to further strengthen its position as a leading carrier in the Europe-Brazil market.