JetSMART Colombia Expands Connectivity Plans
Nearly a year after launching its Colombian subsidiary, ULCC JetSMART is set to accelerate its growth and boost connectivity in the South American market. Speaking at the Routes Americas conference in Nassau, Bahamas, Chief Commercial Officer Victor Mejia shared insights into the carrier’s strategy and its positive momentum since starting operations in Colombia in March 2024.
“We started in Colombia in March 2024, and it was a slow ramp-up initially. It was mostly the second half of 2024 when the carrier began to see real success in the market,” Mejia explained. “Definitely, we’re looking forward to continuing to serve this domestic market, which is one of the biggest in South America.”
JetSMART Colombia is the third spin-off subsidiary of the Indigo Partners-backed ULCC, which has its headquarters in Chile, where it began service in 2017. In addition to its operations in Colombia, JetSMART also operates subsidiary carriers in Argentina, Peru, and Chile. The launch of JetSMART Colombia provided the airline with access to a market that witnessed the failure of two local low-cost carriers—Ultra Air and Viva—in 2023. “The market demanded the entry of a ULCC to compete with Avianca, Colombia’s largest airline,” said Mejia, noting that the first year in Colombia has delivered very positive results.
Initially, JetSMART Colombia started operations with seven domestic routes and has since expanded its network to 16 routes. The carrier began by basing three Airbus A320-family aircraft in Colombia and has now increased that number to eight, distributed over bases in Bogotá and Medellín. This expansion reflects the airline’s commitment to offering frequent, low-fare flights across the country. “In Colombia, because of its geography, people have to fly,” Mejia stated. “The country is made for the ULCC model. You have very short sectors—typically about 300 to 370 miles—and a lot of frequencies, which is essential when a mountain chain makes ground travel challenging.”
The competitive landscape in Colombia is heating up. Avianca, the dominant player in the domestic market, recently highlighted strong growth potential, noting that 14% of its domestic passengers in 2024 were first-time flyers. Avianca’s emphasis on a basic economy product to cater to price-sensitive travelers has set a benchmark in the market. “We respect each other and we compete hard,” Mejia remarked about Avianca. “It’s definitely a good thing that the market was ready for our model and wants this type of airline. There is still a big opportunity for growth.”
Looking ahead, JetSMART Colombia plans to launch international services from the country in the second half of 2025. “The geographic position of Colombia opens a wide variety of markets for JetSMART that we haven’t necessarily explored or served in the past, due to the distance to Peru, Argentina, or Chile,” explained Mejia. “In the upcoming years, for sure, we’re going to be active flying internationally from Colombia.” The carrier is considering routes to the Caribbean, Central America, and Mexico, which could further diversify its network and enhance regional connectivity.
With its strategic focus on network expansion and leveraging Colombia’s unique geographic advantages, JetSMART Colombia is poised to become a significant player in the regional ULCC market. As the airline continues to scale its operations, it aims to provide travelers with reliable, frequent, and affordable air service, ensuring that Colombia remains well-connected both domestically and internationally.
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