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Virgin Atlantic is set to expand its network with the announcement of daily flights to Seoul, South Korea, commencing in March 2026. The decision follows an investigation by the UK’s Competition and Markets Authority (CMA) into the merger between Asiana Airlines and Korean Air, which are the only two airlines currently operating flights between London Heathrow and Seoul Incheon. Virgin Atlantic's new route aims to attract leisure travelers, focusing on the growing interest in South Korean culture known as the "Korean Wave."
Virgin Atlantic's chief executive Shai Weiss and Virgin Group founder Richard Branson attended the launch ceremony for the airline's inaugural flight to Riyadh, Saudi Arabia, marking the airline's first venture into the Saudi Arabian market. The flights began on March 30, signaling a move to capitalize on opportunities presented by Saudi Arabia's Vision 2030.
According to Virgin Atlantic, "Whilst the route will attract important corporate travel as well as visiting friends and relatives (VFR), the new service is expected to attract a predominantly leisure customer driven by the foody culture, amazing shopping and also the 'Korean Wave'."
