Air routes do not open by chance: behind the scenes of a long-term effort
Opening a long-haul air route is not simply a matter of drawing a line between two cities on a map. Behind every new destination lie years of analysis, dialogue and collective effort. At Marseille Provence Airport, this behind-the-scenes work has a clear objective: to create connections that meet the region’s needs and strengthen its international profile.
An equation with multiple variables
For a new air route to take off, several indicators must turn green at the same time. The first is the market: are there enough passengers willing to travel on the route, in both directions and over a sufficiently long period? For an iconic connection such as Marseille–New York, this means assessing local demand, tourist and business flows, connecting opportunities at both airports, and cargo potential so that an airline decides to launch.
This initial assessment is complemented by a review of legal, operational and physical constraints: traffic rights, slot availability, runway capacity and compatibility with the airline’s operations. Added to this is a fragile aviation environment, sensitive to fuel prices, geopolitical tensions and shifts in demand. A route can therefore never be taken for granted: it must be viable, resilient and suited to the region.
The right market, at the right time, with the right aircraft
Traffic studies are used to estimate the number of potential passengers, the appropriate frequency and the type of aircraft capable of operating the route. For many years, transatlantic services relied mainly on aircraft with around 250 seats, such as the Airbus A330 or Boeing 787. Their capacity required high load factors and increased the risk for airlines serving regional markets.
The arrival of next-generation aircraft such as the A321neo XLR is gradually changing the equation. With capacity and range better suited to these markets, they make it possible to consider direct long-haul services from regional airports. At Marseille Provence, this development has already helped strengthen connections with Canada, with the Montreal service becoming year-round and the launch of the Quebec City route. The future New York service operated by United Airlines is another illustration of this new opportunity.
A region that carries weight in the decision
In the US market, Marseille Provence can draw on an identified potential of 250,000 passengers. The region also benefits from powerful drivers of appeal: Marseille and its cruise port — the third busiest in the Mediterranean — the proximity of river cruises around Arles and Avignon, and Provence’s instantly recognisable profile in international markets.
The US market generates nearly 1.6 million overnight stays in the Provence-Alpes-Côte d’Azur region. With an average stay of 8.4 days and estimated spending of more than €134 per person per day, it represents almost €1 billion in direct economic impact. In 2025, hotels in Provence recorded more than 500,000 overnight stays by US visitors, a 27% increase in one year. The trend continued in the first half of 2026, with a further 22% rise compared with the same period in 2025.
Beyond the figures, Marseille and Provence together form a particularly attractive destination. Recognised by the New York Times and The Guardian, Marseille has established itself as a creative Mediterranean city shaped by the sea, culture and gastronomy. Provence extends this appeal through its art of living and iconic landscapes, attracting US personalities as well: Eva Longoria filmed a culinary programme there, while George Clooney, Brad Pitt and George Lucas have chosen to make it their home. It is a distinctive combination that is already familiar and appealing to US travellers.
A collective success
A new international route is therefore not developed in isolation. It brings together Marseille Provence Airport, tourism, cruise and business stakeholders, as well as local authorities, around a shared story: that of an accessible, attractive region ready to welcome new visitors.
The Marseille–New York route is therefore only the visible outcome of a long-term effort. Behind the first take-off lie years of data analysis, anticipated constraints, completed investments and a destination championed collectively.
It is now up to all of us—people from Marseille and Provence—to help this route thrive: by flying it, promoting it and welcoming our US visitors in the way we know best.