Prima Air has expanded into the Asia Pacific region through a strategic partnership with China-based FBO, the Hong Kong Business Aviation Centre (HKBAC).

Prima Air was founded by Lina Tullberg in 2019, received venture capital backing from Pasaca Capital in 2021, and acquired US operator Pegasus Elite Aviation towards the end of 2022.

In addition to operating routes between North America and Europe, charter flights between North America and the Asia Pacific region have been integral to its business model and vision from inception. According to the ‘Private Jet Charter Services Market Size and Share Analysis - Growth Trend and Forecasts (2023-2028)’, the market value is projected to increase from $12.97 billion in 2023 to $21.18 billion in 2026, driven by growing demand for cargo charter services and a surge in luxury travel options.

Tullberg says: “In today’s dynamic economic landscape, with an increasing number of high net worth individuals, traditional airlines often fall short in meeting the evolving expectations for travel efficiency, flexibility and comfort. Our rapid expansion and partnership with HKBAC address the rising demand for luxury travel and North America-Asia Pacific connectivity.

“We are confident in the success of the new operation centre in Hong Kong because both Prima Air and Pasaca Capital have Asian roots, which gives us a deep understanding of cultural nuances and the needs of VIP clients.”