Icelandic low-cost airline Play is exploring plans to establish a virtual national airline for Kosovo. According to an investor presentation from Play's new acquisition group, the company is in advanced discussions with experienced aviation operators to launch virtual operations in Kosovo. The venture is being carried out in partnership with Pristina's three largest travel agencies, which together control a 54 percent market share at Pristina Airport. This alliance is expected to give the new company immediate access to and leverage over leisure and diaspora traffic from Kosovo.
The Kosovo-based project is part of a broader restructuring strategy spearheaded by Play's CEO Einar Ernir Olafsson and Vice Chairman Elías Skuli Skulason. This strategy includes a shift toward ACMI (Aircraft, Crew, Maintenance, and Insurance) leasing and the operation of aircraft under Play's recently acquired Maltese Air Operator's Certificate. Play plans to surrender its Icelandic license and focus its fleet on leased operations and select route services, including flights to and from Iceland. As part of this restructuring, Play announced that it will cease all flights to the United States starting in October 2025.
Kosovo has become a new strategic growth area for Play, outside of its home market. Last year, capacity provider GP Aviation became the busiest airline in Pristina, with over 900.000 passengers, overtaking Wizz Air. A key factor in its success was access to high-demand routes to Switzerland. Chair Airlines and easyJet followed in second and third place with 540.000 and 505.000 travelers, respectively. Wizz Air, which held the top spot in 2023, fell to fourth place, losing over 100.000 customers compared to the previous year. Austrian Airlines, meanwhile, overtook its Turkish competitor to become the most used traditional airline from Pristina with 150.000 passengers. Pristina Airport recorded the fastest growth in the former Yugoslavia last year, welcoming over 600.000 additional travelers compared to 2023.