Sofia Airport CEO to unveil Gen Z-focused digital strategy at International Airport Summit 2025

Sofia Airport is positioning itself as a 5-star regional hub by embracing the expectations of Gen Z travellers, according to its CEO Jesus Caballero, who will speak at the upcoming International Airport Summit in Berlin.

Caballero revealed that as part of its Gen Z strategy, the airport is rolling out a private 5G mobile network to support a new ecosystem of real-time digital services. These include immersive technologies such as augmented reality (AR) and virtual reality (VR), designed to enhance the passenger journey from check-in to boarding.

“Whether it’s an AR wayfinding guide that walks you to your gate, a VR preview of your destination while you wait to board, or real-time interactive flight and service information, travellers will enjoy a journey that’s personalised, intuitive and engaging,” he said.

The airport is also investing in digital engagement strategies tailored to Gen Z, including short-form content on platforms like TikTok and Instagram. Caballero said the goal is to make the airport experience part of passengers’ digital lifestyle, not just a physical stopover.

“From behind-the-scenes glimpses, live event coverage and influencer collaborations, we’re creating moments worth sharing, making Sofia Airport a destination in its own right,” he added.

Caballero will speak on Day 1 of the summit, joining other airport leaders to discuss how digital transformation is reshaping passenger experience and operational strategy. His session will resonate with CEOs, CTOs and CIOs looking to future-proof their airports for a new generation of travellers.

Interested in curating Gen Z travel experiences at your airport? Sign up for our Gen Z webinar taking place in October.

Interested in discussing Gen Z travellers with Jesus Caballero and other industry leaders? Register now for the International Airport Summit taking place on 19-20 November in Berlin.

Register today