Norse Atlantic Airways would not yet give specific date for launch of Riga-New York flights

RIGA - Norse Atlantic Airways would not yet give a specific date for the launch of direct flights between Riga and New York, the company's founder and CEO Bjorn Tore Larsen told LETA.

"I can't give a specific timetable at the moment, as it depends on a number of factors. However, our goal is to make Latvia one of Norse Atlantic Airways' destinations," said Larsen.

Asked whether this meant that Norse Atlantic Airways could also establish a base in Latvia, he said that the airline was certainly interested in exploring the possibility.

Larsen said that the launch of direct flights between Riga and the US will be affected by a number of things, and will need continued government support to ensure that the business plan works. Larsen believes that it is realistic and there is a market in Latvia for such flights as there are currently no direct flights from Riga to the US.

According to Larsen, to potentially launch direct flights to the US, it is necessary to have a good idea of what the market is, which means that an economic feasibility assessment has to be carrier out, but with some investment, it is possible to develop an economically feasible route.

Larsen explained that the company has a different business model from other airlines, as Norse Atlantic Airways operates long-haul flights and therefore has only large aircraft of one type, the Boeing 787 Dreamliner.

He also mentioned that Norse Atlantic Airways' existing fleet has the capacity to include Riga.

Asked why Norse Atlantic Airways chose Latvia as the location for its business services center, he said that several countries were considered, but the company found that Latvia had the right people with the right attitude and skills.

"We specifically explored which Baltic country would best suit our purpose, and the overall consideration was that Riga was our choice. Firstly, it's access to the right people, and the second was connectivity, as it's easy to fly to and from Riga with many direct flights," said Larsen.

He added that the airline currently provides customer service in Latvia, which will develop into the airline's operations center. "It will be like a mission control center," Larsen added.

He also said that Norse Atlantic Airways is currently leasing premises in the Novira Plaza office center and that the new office, which will be approximately 700 square meters in size, will be ready within the next six months.

Commenting on the total investment in the business center, he said that it will be more than a business center, as it will be an operations management center, but the main investment will be in people, as 80 permanent jobs will be created in the process.

As LETA informed, Norse Atlantic Airways plans to open the Riga-New York route.

Today, during a meeting with Economics Minister Viktors Valainis (Greens/Farmers) and the Director of the Investment and Development Agency of Latvia (LIAA) Ieva Jagere, Norse Atlantic Airways founder, and CEO Bjorn Tore Larsen announced the company's expansion plans in Latvia, including a long-term goal to launch transatlantic flights from Riga to the US.

The Riga-New York flight is part of the airline's long-term vision. However, several prerequisites must be met before it becomes a reality, including partnerships within Latvia and the Baltic countries, the airline representatives said.

Norse Atlantic Airways is establishing an Operations Control Center (OCC) in Latvia, marking a significant milestone for the country’s aviation industry. This move highlights Latvia’s growing importance as a strategic location for aviation operations. OCC will serve as Norse operational hub, ensuring 24/7 flight planning, crew scheduling, and real-time communication with pilots, dispatchers, and other service teams to manage changes and ensure safe and efficient operations.

Norse Atlantic Airways in Latvia’s international business center plans to create 80 new jobs. The Riga office will complement the airline's existing offices in Norway, the United Kingdom, France and the United States.

Norse Atlantic Airways specializes in low-cost long-haul flights, connecting Europe (Athens, Berlin, Oslo, Paris, Rome) with the United States (Las Vegas, Los Angeles, Miami, New York, Orlando) and also operates charter flights. The company was founded in March 2021 by CEO and main shareholder Larsen.