Rebuilding the route to success
The introduction of a direct route between Manchester and Beijing saw a huge expansion of engagement between China and the North West. The work to rebuild those links following the Covid pandemic is now underway. It is something that will take time and collaboration, says Ken O’Toole, Deputy Chief Executive of Manchester Airports Group.
Rebuilding the route to success
The introduction of a direct route between Manchester and Beijing in 2015 was the key pillar supporting an astonishing expansion of engagement between China and the North West region, from trade and investment to culture and education. Following the Covid-19 outbreak in 2019, and subsequent two-year hiatus in international air travel, the work to rebuild these links is now underway. According to Ken O’Toole, Deputy Chief Executive for Manchester Airports Group, it is a process that will take time, but collaboration is more important than ever.
Ken O'Toole Deputy Chief Executive, Manchester Airports Group
Updated 22-07-2022
In its first two years, the number of Chinese visitors to the North West increased by 38% and the export values from the airport to China increased by 41% – factors which made the route the UK's third most successful in terms of passenger numbers in the five years since 2013.
Ken O'Toole Deputy Chief Executive, Manchester Airports Group
Updated 22-07-2022
What were the benefits of a direct air route between Manchester and China? What would you say has been the impact of this route being suspended and how soon might it be reintroduced? The introduction of the direct route to Beijing from Manchester Airport in 2015 brought a range of significant benefits to Greater Manchester and the wider North-West region, including tourism, inward investment and education. In its first two years, the number of Chinese visitors to the North West increased by 38% and the export values from the airport to China increased by 41% – factors which made the route the UK's third most successful in terms of passenger numbers in the five years since 2013. It was naturally sad to see so many air routes grounded as a result of the pandemic. This was a situation faced by all airports globally, with all regions of the world experiencing a downturn in tourism and economic activity due to travel being restricted so heavily. Throughout the pandemic, Manchester Airport remained open to operate essential passenger and cargo services and played a critical role in the delivery of PPE into the UK. As the sector begins to recover from the pandemic and the world opens up, we will be re-engaging with a number of airlines about re-establishing connections between Manchester Airport and China and are hopeful these discussions will be fruitful.
In its first two years, the number of Chinese visitors to the North West increased by 38% and the export values from the airport to China increased by 41% – factors which made the route the UK's third most successful in terms of passenger numbers in the five years since 2013.
What were the benefits of a direct air route between Manchester and China? What would you say has been the impact of this route being suspended and how soon might it be reintroduced? The introduction of the direct route to Beijing from Manchester Airport in 2015 brought a range of significant benefits to Greater Manchester and the wider North-West region, including tourism, inward investment and education. In its first two years, the number of Chinese visitors to the North West increased by 38% and the export values from the airport to China increased by 41% – factors which made the route the UK's third most successful in terms of passenger numbers in the five years since 2013. It was naturally sad to see so many air routes grounded as a result of the pandemic. This was a situation faced by all airports globally, with all regions of the world experiencing a downturn in tourism and economic activity due to travel being restricted so heavily. Throughout the pandemic, Manchester Airport remained open to operate essential passenger and cargo services and played a critical role in the delivery of PPE into the UK. As the sector begins to recover from the pandemic and the world opens up, we will be re-engaging with a number of airlines about re-establishing connections between Manchester Airport and China and are hopeful these discussions will be fruitful.
What were the key drivers for introducing this route and how easy was the process? What was it that convinced Hainan Airlines to introduce the route? Greater Manchester identified closer ties with China as a strategic priority back in 2013, which led to the formation of the Manchester China Forum (MCF) and brought together public and private sector organisations to work together on this endeavour. A primary objective of this work was securing direct air connectivity and that is how we were able to present a rounded story of all the connections between the two places, in terms of trade, culture, sport and education. Manchester is one the UK’s largest cities outside of London and has a rich historical and cultural heritage. It is the home of the Industrial Revolution and the invention of the computer, alongside world famous football clubs, artists and music, and world class universities and specialist colleges. In addition to the city’s attributes, Manchester Airport acts as the primary international hub for the wider North and before 2015 boasted direct routes to the Middle East and North America. These credentials definitely helped paint a picture to airlines we spoke to about how the route would be a success. As with all route development of this nature, we spent many years travelling to and from China to make the case, and working with our partners such as Marketing Manchester, MIDAS [Manchester’s inward investment promotion agency] and Manchester China Forum. As well as visiting the airlines we were talking to, we hosted them here in the UK, giving us the chance to showcase everything the region has to offer and giving them the confidence to go ahead. It was pleasing to forge a partnership with Hainan Airlines, which really understood the strength of Manchester’s catchment area and how it offered an alternative and valuable entry point to the UK. The airline itself offers a high-quality product, which was also important to ensure it was a success with both Chinese and British travellers. Announcing the news of the Hainan Airlines route during the visit of Chinese President Xi Jinping was also a key moment and cemented the already strong relationship between Greater Manchester and China.
What were the key drivers for introducing this route and how easy was the process? What was it that convinced Hainan Airlines to introduce the route?
Greater Manchester identified closer ties with China as a strategic priority back in 2013, which led to the formation of the Manchester China Forum (MCF) and brought together public and private sector organisations to work together on this endeavour. A primary objective of this work was securing direct air connectivity and that is how we were able to present a rounded story of all the connections between the two places, in terms of trade, culture, sport and education. Manchester is one the UK’s largest cities outside of London and has a rich historical and cultural heritage. It is the home of the Industrial Revolution and the invention of the computer, alongside world famous football clubs, artists and music, and world class universities and specialist colleges. In addition to the city’s attributes, Manchester Airport acts as the primary international hub for the wider North and before 2015 boasted direct routes to the Middle East and North America. These credentials definitely helped paint a picture to airlines we spoke to about how the route would be a success. As with all route development of this nature, we spent many years travelling to and from China to make the case, and working with our partners such as Marketing Manchester, MIDAS [Manchester’s inward investment promotion agency] and Manchester China Forum. As well as visiting the airlines we were talking to, we hosted them here in the UK, giving us the chance to showcase everything the region has to offer and giving them the confidence to go ahead. It was pleasing to forge a partnership with Hainan Airlines, which really understood the strength of Manchester’s catchment area and how it offered an alternative and valuable entry point to the UK. The airline itself offers a high-quality product, which was also important to ensure it was a success with both Chinese and British travellers. Announcing the news of the Hainan Airlines route during the visit of Chinese President Xi Jinping was also a key moment and cemented the already strong relationship between Greater Manchester and China.
Much is spoken about the “new normal” for airports. What is it for MAG?
The pandemic has had an unprecedented effect on the aviation industry and as MAG and the wider sector seeks to recover we are learning more about what the future of our sector will look like. Throughout, we have supported the UK Government in the implementation and promotion of safety measures within our terminals including the use of face masks. The introduction of travel restrictions globally undoubtedly impacted demand, but the roll-out of vaccinations internationally has led to the gradual removal of these controls and sparked a revival of air travel. Airports across the globe are in the same position as we start to recover, but it would be naïve to think all airlines will revert to their pre-pandemic routes and schedules immediately after nearly two years of total shutdown. In the face of this, it is important that airports like Manchester and our regional and national stakeholders work together to ensure that when those airlines feel ready to resume routes they choose us. In terms of preparing for a future pandemic, we know international governments and the aviation industry have learnt a lot. In particular, recent evidence has shown that closing borders is not effective in preventing the spread of a virus like Covid. This means that if we were to encounter such a situation again we would seek a solution which did not result in the total shutdown of global travel, which has significant long-term effects on our economy and employment.
Recent evidence has shown that closing borders is not effective in preventing the spread of a virus like Covid. This means that if we were to encounter such a situation again we would seek a solution which did not result in the total shutdown of global travel.
What will it take to re-connect the region to fast-growing markets around the world and how important is this to the government’s ambitions for levelling up? As the world recovers, we are hopeful that airlines like Hainan, which operated from our airports before the pandemic will seek to resume their services as soon as possible. We know that Manchester Airport provides tourists, businesses and students with an attractive offering, and so we believe they will be keen to resume travel to the region. Investment in the North has played a large part in the Government’s rebalancing agenda and we will work to ensure this continues as the region, and our sector moves forward.
Do you think the case for a direct route between China and the North of England is now proven?
The evidence presented in the last China Dividend Report in 2018 made clear the benefits of the direct route to Beijing. In particular, the service proved incredibly popular with students. Chinese students used the route as an opportunity to come to the North and study, with numbers up 9% year on year in 2018, and the number of UK students getting internships in China up 114% in the same year. With credentials like this, we hope to see the return of the direct service from Manchester Airport, alongside the creation of new and exciting routes to China in the years to come.
Interview by John Millichap. Produced by Manchester China Forum and Signal8 Digital. Graphic by Signal8 Digital.
Much is spoken about the “new normal” for airports. What is it for MAG? The pandemic has had an unprecedented effect on the aviation industry and as MAG and the wider sector seeks to recover we are learning more about what the future of our sector will look like. Throughout, we have supported the UK Government in the implementation and promotion of safety measures within our terminals including the use of face masks. The introduction of travel restrictions globally undoubtedly impacted demand, but the roll-out of vaccinations internationally has led to the gradual removal of these controls and sparked a revival of air travel. Airports across the globe are in the same position as we start to recover, but it would be naïve to think all airlines will revert to their pre-pandemic routes and schedules immediately after nearly two years of total shutdown. In the face of this, it is important that airports like Manchester and our regional and national stakeholders work together to ensure that when those airlines feel ready to resume routes they choose us. In terms of preparing for a future pandemic, we know international governments and the aviation industry have learnt a lot. In particular, recent evidence has shown that closing borders is not effective in preventing the spread of a virus like Covid. This means that if we were to encounter such a situation again we would seek a solution which did not result in the total shutdown of global travel, which has significant long-term effects on our economy and employment.
What will it take to re-connect the region to fast-growing markets around the world and how important is this to the government’s ambitions for levelling up? As the world recovers, we are hopeful that airlines like Hainan, which operated from our airports before the pandemic will seek to resume their services as soon as possible. We know that Manchester Airport provides tourists, businesses and students with an attractive offering, and so we believe they will be keen to resume travel to the region. Investment in the North has played a large part in the Government’s rebalancing agenda and we will work to ensure this continues as the region, and our sector moves forward.
Do you think the case for a direct route between China and the North of England is now proven? The evidence presented in the last China Dividend Report in 2018 made clear the benefits of the direct route to Beijing. In particular, the service proved incredibly popular with students. Chinese students used the route as an opportunity to come to the North and study, with numbers up 9% year on year in 2018, and the number of UK students getting internships in China up 114% in the same year. With credentials like this, we hope to see the return of the direct service from Manchester Airport, alongside the creation of new and exciting routes to China in the years to come.
Interview by John Millichap. Produced by Manchester China Forum and Signal8 Digital. Graphic by Signal8 Digital.
Recent evidence has shown that closing borders is not effective in preventing the spread of a virus like Covid. This means that if we were to encounter such a situation again we would seek a solution which did not result in the total shutdown of global travel.
