Air Serbia has handled its ten millionth passenger since relaunching under its new brand name in partnership with Etihad Airways on October 26, 2013. The milestone comes as the airline continues to roll out new measures aimed at cutting costs and improving profitability. The ten millionth traveller was carried yesterday on a flight from Belgrade to Tirana. The route itself was relaunched in 2014, six years after predecessor Jat Airways suspended the service. Air Serbia's CEO, Dane Kondić, said, “We’re thrilled to have carried ten million guests in a short timeframe of just under four years. It’s a remarkable achievement for a young airline the size of Air Serbia and means that, on average, we have flown just under 7.000 people to and from Belgrade every day, making an enormous contribution to the wider economy. We’re grateful for the continued support of our guests and look forward to providing more choice, convenience and flexibility". The traveller received two return tickets to any destination within Air Serbia's network.

The Serbian carrier handled roughly the same number of passengers during the first three quarters of 2017 as during the same period last year, despite a notable reduction in the number of aircraft movements. The result was achieved in part due to an increase in capacity on its narrow-body Airbus fleet following the retrofit of the aircraft with slimline seats, as well as a bumper charter flight season which has been significantly extended this year. In 2013 Jat Airways (ten months) and Air Serbia (two months) handled 1.38 million passengers. The following year the figure increased 66% to 2.3 million, while in 2015 the carrier welcomed 2.55 million travellers on board its aircraft. Last year, the airline carried 2.62 million passengers.

Air Serbia has continued to step-up its internal consolidation measures. After closing all of its retail offices within Serbia, with exception to Belgrade, the airline recently put on sale 115 square metres of office space in Budva in Montenegro for 265.100 euros. The carrier has also halved the size of its flagship retail office in downtown Belgrade. The airline is now expected to outsource its ground handling services. Air Serbia's Chairman of the Supervisory Board, Siniša Mali, previously said, "This is part of a business plan which will boost profitability. All of these measures are standard and part of a process where you try to reduce your losses on one hand, and increase profits on the other. Air Serbia is a stable company. We have improved in all metrics compared to last year, both in profitability and passengers carried". The measures come as part-owner Etihad Airways disposes of its unprofitable European investments.