Aymeric Staub, Head of Corporate Communications at Aéroports de la Côte d’Azur shares how World Passenger Day has evolved into a fantastic yearly celebration that brings passengers and airport staff together.
On 17 November - for the fourth consecutive year - airports will come together to celebrate all their passengers. This initiative, which originated in Nice, is growing every year and enjoying great success across the entire airport community.
An airport is far more than just a transit point defined by check-in desks, security checkpoints, and boarding gates
It is a story that began with a simple observation and evolved into a global event that feels like a natural fit. While there are more “World Days” than days in the year - some dedicated to rather unusual causes - there was no World Air Passenger Day until 2023. This absence was more surprising given that there were over 4.5 billion travellers at the time. Nice Côte d’Azur Airport decided to launch the concept and officially registered “World Passenger Day” for 17 November, dedicating the date to the people who explore the world, visit loved ones, or travel for business. The concept can be summed up in a few words: welcoming every passenger with thoughtful gestures, surprising every traveller with entertainment, and pampering every visitor with gifts or games. Red carpets, prize draws, shows, and retail discounts… all accompanied by a unifying symbol: a badge featuring a heart, which both staff and travellers echo by forming a heart shape with their hands.
Airports are a small city
As the first stage of a journey and the initial point of contact with a region, an airport is far more than just a transit point defined by check-in desks, security checkpoints, and boarding gates. Over time, it has become a vibrant hub of life, services, and experiences - a place where passengers cross paths and interact with staff from airport operators, shops, restaurants, airlines, partners, and service providers working at the facility. This special day is an opportunity to thank the many passengers who place their trust in airports, while also meeting their expectations for a unique, seamless, and safe travel experience.
Although the inaugural edition was a solo effort, it made a lasting impression. Other airports - initially French-speaking ones, followed quickly by others across Europe - were pleasantly surprised; they welcomed the initiative and soon followed suit. A working group, now comprising around 30 airports, was established to share insights, devise new ways to delight passengers, and unify communication materials to bring all the celebrations together. By 2025, the event had expanded to include over 30 airports across France, as well as locations in Rome, Genova, Réunion, and Madagascar. Plans for the next edition promise an even greater level of participation.
The entire airport staff feels involved in the quality of the welcome and service
Obviously, this day mobilises an entire community. It involves not only airport operators but also their partners, retailers, ground handling staff, and airlines. Everyone contributes something special - whether it’s entertainment, a gift, a thoughtful gesture, or a tasting session. From magic shows and dance performances to clowns, indoor drone displays, and roving concerts moving from parking lots to boarding gates — alongside complimentary drinks and treats, discount vouchers, souvenir photos, personalised travel sketch portraits, and gifts — everything is designed to surprise, entertain, and, above all, thank passengers, keeping smiles on their faces throughout their journey.
A common goal with lasting benefits
This day offers additional benefits for airport operators. First and foremost, it fosters cohesion among the various departments and companies working both around and inside the terminals. People meet, friendships form, and memories are created. This improves the overall working atmosphere, making it easier to maintain the essential spirit of teamwork and solidarity throughout the rest of the year. In this way, too, the entire airport staff feels involved in the quality of the welcome and service. Consequently, and this is another benefit, passengers are more likely to rate their airport experience positively, leading to an improved Airport Service Quality (ASQ) score.
Clearly, it is important to put enjoyment and a sense of appreciation back at the heart of the passenger journey. Flying is a dream; travel should remain a celebration.
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