AUSTRALIA | London has been confirmed as the first destination for Qantas’ world-first non-stop flights from Sydney, with the new service scheduled to begin in October 2027.
The landmark route will create the first direct air connection between Australia’s east coast and the United Kingdom, removing a major travel barrier for one of Britain’s most valuable inbound visitor markets.
For Britain’s tourism, hospitality and regional economies, the announcement has clear commercial significance. Australian visitors are already high-value travellers, with spending from the market forecast to reach £1.8 billion in 2026. Visitors from Australia also tend to stay almost twice as long and spend almost twice as much as the average international visitor.
UK Tourism Minister Stephanie Peacock said the announcement was “fantastic news for British tourism”.
“Direct flights from Australia remove one of the biggest barriers for Australian visitors coming to the UK, so it’s fantastic to see that Qantas is introducing them,” said Peacock.
“Australia is one of our most valuable tourism markets, with such strong cultural and sporting links, and these new routes will bring even more visitors to experience everything Britain has to offer, from the rich cultural offerings of our towns and cities to the history and heritage of our rural regions.”
VisitBritain CEO Patricia Yates said the Sydney to London service through Project Sunrise would strengthen Britain’s tourism competitiveness by expanding airline connectivity and capacity from Australia.
“This pioneering route will make travel seamless and more accessible for our Aussie leisure and business visitors alike, bringing our nations closer than ever before,” said Yates.
She added that Australian travellers were particularly important because they stay longer, travel more widely and support regional economies. According to VisitBritain, seven out of ten nights spent by Australian visitors are outside London.
The new route is expected to support both leisure and business travel, while also improving the ability of British tourism operators to convert interest from Australia into bookings.
VisitBritain will later this year host its Australia and New Zealand Mission, connecting local travel trade with British tourism suppliers. The mission is designed to drive bookings and encourage regional dispersal, ensuring the benefits of the new air link extend beyond London.
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