Key Drivers Influencing Airport Development Strategy as National Gateways

Abstract

The scope of this chapter is to investigate and present the main business streams related with nation branding for the sector of transportation, with a special focus on international mobility and cargo flows, such as the airports. By a systemic approach, the linkage of nation brand for the development of international business is depicted, providing a coherent overview of the linkage of nation branding with airports asset value and the opportunities to attract multinational enterprises and international commerce brands. The key assets impacted by the national branding added value are analyzed. The analysis is based on the breakdown of the activities attracted at airports, especially non-aeronautical activities where the public interest for investment and development is high. The case study is focused on European airports located in the Mediterranean region, serving popular tourist destinations, where the concept of airport nation gateway is adopted, widely.