Finnair launched its thrice-weekly services in Shanghai Wednesday on its air route to and from Helsinki, becoming the first Northern European airline offering the service for Shanghai passengers.

With the flights, passengers can easily transfer to other European countries via Helsinki.

"It is part of our strategy to expand into the booming Asian region where we want our flights to go," said Keijo Suila, president and chief executive officer of Finnair.

Suila explained that Asia is Finnair's prime targeted market over the next several years.

The airline's strategy means keeping a central focus on China which Suila believes will be great for his firm, he said.

Opening the new air route indicates that Finnair has overcome the difficult time caused by the SARS epidemic disease to get back on a healthy track.

"A recovery is coming," Suila said.

The CEO said its good performance is based on financial strength, with the airline holding no debts.

"We are small with a fleet with 65 aircraft and that's why we need to be strong financially," he said.

Shanghai and its neighbouring provinces are an impressive market that is calling out for additional service, and mutual trade and economic co-operation.

"I don't think three flights a week can meet the growing demand," Suila said. "We may need more flights."

Finnair will negotiate with the Chinese civil aviation authority about flight rights for daily services, Suila said.

He said the Chinese civil aviation authority is "quite co-operative," but approval takes time.

"The airline is expected to reach its daily flights on the route from Shanghai to Helsinki within three years," said Mikko Rautio, director of sales for Finnair China.

Suila said Finnair will not only increase passenger flights but also cargo ones. More cargo needs to be transported to and from Shanghai.

The new flights will take off at Pudong International Airport on Wednesday, Friday and Sunday on MD-11 aircraft.

Seven cabin staff members who were trained in the Finnair training centre for more than two months are now serving Chinese guests on the flights, said Satu Seppala-ikonen, cabin crew attendant for Finnair.

Suila said Finnair is implementing a new three-year plan to renew one-third of its aircraft by purchasing 25 European Airbus A319, A320 and A321 planes.

"MD-11 planes, at present, are a good workhorse for us. We haven't made any decisions to replace them yet," he said.

But he added that it could become necessary to replace them in five to six years.

(China Daily September 4, 2003)