British Airways, the UK’s flagship airline, is gearing up to enhance its dominance in European travel by unveiling three captivating Italian routes for the summer of 2025. With the addition of Rimini, Salerno, and a new service to Olbia, Sardinia, the airline will now serve a record 19 destinations in Italy—more than any other European country in its network. This bold move underscores Italy’s growing allure for leisure travellers seeking sun, culture, and cuisine.
A Strategic Expansion to Meet Surging Demand
The announcement comes as British Airways continues to respond to robust demand for Italian getaways. According to Neil Chernoff, British Airways’ Chief Planning and Strategy Officer, Italy ranks the airline’s most popular European destination and its second globally, only behind the United States.
“Italy continues to prove hugely popular with our customers, which is why it’s our biggest European destination,” Chernoff remarked. “Last month, we saw a 10% increase in searches for summer flights to Italy compared to 2023, so we’re pleased to be offering an even bigger choice of destinations next year. Rimini, Salerno, and Olbia are all coastal destinations, so we expect them to be particularly popular with leisure customers seeking sun, sea, and, of course, Italy’s fantastic food.”
The New Destinations in Detail
1. Rimini: A Beach Lover’s Paradise with Historic Charm
British Airways – Rimini, Italy.
Starting May 15, 2025, British Airways will launch thrice-weekly flights from London Heathrow to Rimini, a beloved seaside retreat on Italy’s Adriatic Coast. Known for its 15 kilometres of sandy beaches, clear waters, and vibrant nightlife, Rimini is also steeped in history. Visitors can marvel at landmarks like the Arch of Augustus and the Tiberius Bridge, which date back to ancient Rome.
Rimini offers access to nearby attractions such as San Marino, a UNESCO World Heritage Site on Mount Titano, as a gateway to the region. Return flights start at an accessible £131, with services running until September 27, 2025.
2. Salerno: The Gateway to the Amalfi Coast
From May 22, 2025, British Airways’ Gatwick-based subsidiary, BA Euroflyer, will offer three weekly flights to Salerno in the Campania region. This coastal city is an alternative to Naples for exploring the iconic Amalfi Coast, renowned for its dramatic cliffs, azure waters, and picturesque towns like Positano and Ravello.
Salerno is a treasure trove of Mediterranean charm, with lively piazzas, oceanfront views, and delectable regional cuisine. Return flights are priced from £168 and will be available until October 25, 2025.
British Airways – Fiordo di furore, Amalfi-Coast.
3. Olbia: Sardinia’s Coastal Gem
Rounding out the trio is a new service to Olbia from London City Airport, complementing the existing Heathrow route. Starting May 25, 2025, BA Cityflyer will operate weekly flights, increasing to twice weekly from mid-July. Located on Sardinia’s northeastern coast, Olbia is a haven for beach enthusiasts and luxury seekers, offering proximity to the glamorous Costa Smeralda.
With its vibrant markets and rich culinary traditions, Olbia appeals to travellers seeking authentic Sardinian experiences. Return flights are available from £116, with the service running until September 28, 2025.
Why This Expansion Matters
Catering to Leisure Travelers
The new routes strategically target leisure travellers eager to explore Italy’s stunning coastlines and culinary delights. Each destination has unique appeal, from Rimini’s beach vibes to Salerno’s cultural treasures and Olbia’s upscale charm.
Enhancing Connectivity
By adding these routes, British Airways strengthens its presence in Italy and enhances connectivity for international travellers via its London hubs. These additions are part of the airline’s broader effort to cater to Europe’s burgeoning demand for high-quality leisure travel.
Sustainability Initiatives
As part of its commitment to sustainability, British Airways is incorporating fuel-efficient aircraft into its operations, minimizing the environmental impact of its growing network. This aligns with the airline’s vision to balance growth with eco-conscious practices.
Plan Your Italian Escape
With all three routes now open for booking, travellers can secure tickets to explore Italy’s diverse landscapes and rich culture. Visit www.ba.com or contact your travel advisor to learn more.
These additions reaffirm British Airways’ position as a leader in European travel, offering unparalleled access to Italy’s most sought-after destinations. With summer 2025 shaping up to be a landmark season for Italian tourism, British Airways is poised to transport travellers to their dream escapes, where the magic of “La Dolce Vita” awaits.
Written by: My Thanh Pham
