British Airways Shifts Strategy: Pauses Heathrow-Zagreb Route for Winter 2025–26 in Response to Ryanair’s Growth – Travel And Tour World

In a smart move, British Airways has cancelled its London Heathrow to Zagreb service for the whole Winter 2025–26 season, encompassing October 26 to March 28, 2026. It is for the first time ever a whole winter closure of the service since it was resumed in 2012. It was triggered by decreasing demand for the service, a factor compounded by rising competition offered by Ryanair’s much greater frequency of services between London and Zagreb.

British Airways had initially planned to operate four weekly flights on the route but has now chosen to suspend the service for the winter and re-position itself to remain competitive in Europe. In so doing, it has subsequently placed passengers with fewer options to fly direct between Heathrow in London and Zagreb but will nevertheless be able to fly on alternate routes by Ryanair and Croatia Airlines. Ryanair will now operate ten weekly flights from London Stansted to Zagreb and Croatia Airlines three weekly services to Heathrow.

Factors Leading to the Route Suspension

The decision to suspend the route comes after a period of intensified competition from Ryanair, Europe’s largest low-cost carrier. Ryanair’s aggressive pricing strategy and its expansion into the London–Zagreb market has caused a noticeable decline in demand for the more premium-priced flights operated by British Airways. As the low-cost carrier has ramped up its service, offering higher frequencies and budget-friendly tickets, passengers have increasingly gravitated toward the more affordable options.

At the same time, Croatia Airlines, the flag carrier of Croatia, operates three weekly flights to Heathrow, which further reduces the number of options needed from British Airways. With Ryanair holding the largest share of the market on this route, British Airways has found it challenging to maintain profitability and justify the continuation of a full-time winter service.

British Airways’ decision to pause its flights on the London Heathrow to Zagreb route also ties into a broader trend within the airline industry of scaling back operations in certain regions, particularly in the former Yugoslav countries. The airline has already made cuts to its services in Belgrade, Ljubljana, and Pristina, reflecting a realignment of its strategy to focus on higher-yielding routes.

Impact of the Suspension on Passengers

For travelers hoping to visit Zagreb during the winter season, the suspension of the British Airways service means they will have to turn to alternative options. Ryanair offers a greater number of flight options, flying up to ten times a week from London Stansted to Zagreb, making it the dominant player on the route. However, Ryanair’s low-cost offerings may not appeal to all passengers, particularly those who prefer the premium services and benefits that British Airways offers.

For business travelers and passengers seeking a more comfortable, full-service flight experience, Croatia Airlines provides three weekly flights from Heathrow to Zagreb. While the options are limited, it is still a viable alternative for travelers who prefer a national carrier with direct flights between the UK and Croatia.

The Bigger Picture: British Airways’ European Strategy

British Airways’ move to pause flights to Zagreb forms part of a wider trend within the airline to scale back its services to secondary markets in Europe and shift focus to high-demand international destinations. The route suspension also highlights the competitive pressures faced by full-service carriers in the increasingly saturated European market, where low-cost airlines like Ryanair and easyJet dominate much of the short-haul sector.

To maintain profitability, British Airways has been reducing its presence in markets where low-cost competition has eroded profitability, focusing its resources on more lucrative routes that provide greater passenger yields, particularly in markets such as North America, Asia, and the Middle East. In particular, the airline has been increasing its presence in premium long-haul services between London and destinations across North America and Asia, where demand for higher-value business and first-class tickets remains strong.

British Airways’ Winter Strategy and Seasonal Adjustments

Although the Heathrow-Zagreb route will be suspended for the Winter 2025–26 season, British Airways has confirmed plans to resume the service as a seasonal summer route starting March 29, 2026. The resumption will coincide with the onset of higher demand during the summer months, particularly from travelers seeking holidays in Croatia or those visiting friends and family in the region.

The airline has adjusted its summer schedule to cater to peak travel seasons, ensuring the route will remain open when demand for air travel to Croatia is highest. However, the continued suspension of the winter service reflects British Airways’ need to make strategic decisions about its long-term European operations in light of competitive pressures and changing consumer demand.

Implications for Croatia’s Tourism Industry

Suspensions of direct flights between Heathrow and Zagreb may also have further implications for Croatia’s tourism sector, not least because international tourism is a leading earner for the country. The UK has for some years been one of the largest source markets for tourism to Croatia, and directflight services ex key UK bases like Heathrow have had an essential role to play in maintaining healthy inbound tourism.

While Ryanair and Croatia Airlines will continue to serve the market, British Airways’s cancellation of flights may lead to a fall in overall capacity between Croatia and the UK during the winter seasons. Resumption of service during summer 2026 will, however, provide a welcome injection to tourism to Zagreb and throughout the nation come peak season.

Booking Information and Alternatives

For tourists seeking flights to Zagreb this winter season, flights are still available via Ryanair and Croatia Airlines. Customers can respectively visit the individual airline’s websites to buy flights for this winter season, e.g., flights from London Stansted to Zagreb on Ryanair or Heathrow to Zagreb on Croatia Airlines.

(Source: British Airways.)

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