Norse Atlantic Airways (N0) marked its African market debut this week with its first fare-paying passenger flight from London Gatwick Airport (LGW) to Cape Town International Airport (CPT). This new route, operated by a Boeing 787-9 Dreamliner, signals Norse’s entry into Africa and highlights its low-cost, long-haul business model, providing budget-friendly transcontinental travel from Europe to South Africa. The flight, Z0795, departed from London with a full roster of passengers, including Norse Atlantic’s CEO Bjørn Tore Larsen, press representatives, and fare-paying customers.
The London to Cape Town Route
The inaugural flight, Z0795, departed LGW at 8:30 pm GMT, arriving in Cape Town at 10:22 am local time, slightly behind its scheduled landing time. The aircraft was greeted with a ceremonial water cannon salute, underscoring the significance of Norse’s entrance into the African market. The service will initially operate every two days, providing a low-cost alternative for travelers between London and Cape Town. Following its winter season trial, Norse Atlantic plans to increase service frequency, reflecting confidence in the route’s potential demand.
Inspiration from a One-Off Flight
Norse Atlantic CEO Bjørn Tore Larsen explained that Cape Town entered the airline’s radar after a 2023 one-off stopover during an operation to Antarctica’s Troll Ice Runway. Larsen found himself needing a quick return flight to London, but high prices and limited seat availability inspired the idea of introducing a more affordable option between Cape Town and London.
This strategic choice aligns with Norse Atlantic’s business model, which prioritizes underserved routes where passengers often lack access to low-cost, long-haul options. Norse Atlantic’s flights to Cape Town are currently seasonal, but a full-year route expansion is planned if demand continues at current levels.
Competition with Full-Service Carriers
Norse Atlantic enters a competitive market, facing off against well-established full-service airlines such as Virgin Atlantic, British Airways, and other European carriers offering routes to Cape Town via Paris, Amsterdam, and Frankfurt. These competitors are entrenched in the market with high-service offerings, extensive in-flight amenities, and multiple schedule options.
However, Norse Atlantic differentiates itself as a low-cost alternative, targeting travelers prioritizing cost savings over luxury. CEO Larsen hopes this approach will make the route a “no-brainer” for cost-conscious passengers, especially those for whom airfare is a significant deciding factor.
Slow and Steady Expansion
Since its founding in 2021, Norse Atlantic has adopted a methodical approach to its expansion, carefully selecting markets with untapped demand for budget-friendly long-haul services. With a fully booked inaugural flight to Cape Town, Norse’s entry into the African market seems well-timed and positioned for success.
In addition to Cape Town, Norse Atlantic has been expanding its global presence with routes to the U.S. and plans for further route diversification. The airline operates primarily with Boeing 787-9 Dreamliners, known for their fuel efficiency on long-haul flights, enabling Norse to keep operating costs low and pass on savings to passengers.
The Bigger Picture: Meeting Market Gaps in Africa
Africa’s aviation sector has seen increased interest from low-cost carriers looking to tap into high-demand international routes traditionally dominated by full-service airlines. Low-cost carriers in other parts of the world have opened international markets to travelers who may not otherwise have been able to afford the journey. By positioning itself as a budget-friendly option, Norse Atlantic has the opportunity to attract a broad base of travelers — from tourists to business travelers looking for economical options.
The new route also benefits Cape Town’s tourism sector, which has seen demand from Europe steadily increase over the years. In addition to the U.K., many other European tourists choose Cape Town for its scenic beauty and unique experiences. A low-cost flight option from London may encourage more travelers to choose Cape Town as their next destination, positively impacting the local economy
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