Spanish airline Plus Ultra has confirmed its entry into the Argentine market, marking a new turning point in the competition for intercontinental flights. With the announcement of its direct route between Ezeiza International Airport (EZE) and Madrid-Barajas (MAD), the airline has begun selling tickets with prices starting from USD 640, representing a reduction of up to 50% compared to the average fares of its direct competitors.
Details of the operation and fares Plus Ultra will begin regular operations in Argentina from May 2026 with two weekly frequencies, scheduled for Thursdays and Sundays. The airline's projection is ambitious: it plans to double this frequency to four weekly flights just two months later, in July 2026, to capitalize on the high Argentine winter season and the European summer.
The key to the low-price strategy lies in the most economical launch fare, starting at USD 640 (plus taxes and fees), but it is subject to baggage restrictions: the passenger can only carry a small carry-on bag and one personal item.
Impact on the Argentine Air Market The arrival of Plus Ultra intensifies the pressure on the already established airlines on the Buenos Aires-Madrid corridor, one of the most in-demand. Currently, companies offering direct flights, such as Iberia, Aerolíneas Argentinas, and Air Europa, maintain significantly higher prices.
Its CEO, Roberto Roselli, confirmed that the airline is in an ambitious strategic plan that aims to "double the fleet", "open new destinations in Ibero-America", and "increase alliances" with sector leaders.
In addition to Plus Ultra, the Argentine market is preparing for the arrival of World2Fly, another Spanish airline linked to the Iberostar group. Europe is consolidating itself as the third favorite destination, only surpassed by Brazil and Chile. The arrival of Plus Ultra could encourage the growth of outbound demand, offering a valve for the high cost of travel to Europe.
Plus Ultra's Expansion in Ibero-America The strategy of the Spanish airline Plus Ultra focuses on aggressive long-haul growth, with Ibero-America as its main market. A recent example is the agreement with ITA Airways (Italy), which allows passengers to purchase single tickets for destinations in America or Italy, with a stopover in Madrid.
The focus is on increasing capacity and frequencies on established destinations (a 50% increase in capacity to Lima and a 25% increase on links with Colombia has been reported) and adding key capitals. The airline seeks to increase alliances with leading companies to strengthen its network of connections. This allows it to expand its reach without investing in more of its own routes from Madrid to other points in Europe.
Plus Ultra also participates in ACMI (aircraft, crew, maintenance, and insurance) models with other airlines, such as Air Algérie, which reinforces its operational experience in complex international flights.
The arrival of Plus Ultra at Ezeiza (EZE) and notably World2Fly at Rosario Airport (ROS) fosters a more federal aviation and takes advantage of the infrastructure invested in interior airports. This phenomenon is already reflected in the growth of international routes not passing through Buenos Aires (a 35% increase reported in June 2025).
In summary, greater air competition is a driver of growth and profitability for the concessionaire, whose financial success is directly linked to the total air traffic volume, regardless of which airline generates it. The company's central objective is to position itself as a full-service option but with competitive fares, breaking the traditional model of transatlantic flights. The Madrid-Buenos Aires (EZE) route, starting in May 2026, is a significant step in this plan.
Reference Price (From) Iberia USD 1506 Air Europa USD 1511 Aerolíneas Argentinas USD 1374 Avianca (with a stopover) USD 1014
Plus Ultra's offer forces competitors to reconsider their cost structures or to emphasize their differential services, as the initial price difference is too large to be ignored by the cost-sensitive traveler.
An expanding Spanish company and a new competitor Plus Ultra, founded in 2011 and based in Madrid-Barajas, currently operates with a fleet of Airbus A330 aircraft. Although INDEC registered a 21.8% year-on-year increase in Argentines' departures abroad (September 2025), this was the most moderate increase since August 2024, suggesting a slowdown in the pace of travel. Even so, international flights represent 55% of total departures. Currently, Plus Ultra already operates routes to several destinations in Latin America, including Caracas, Bogotá, Cartagena, Lima, and Santo Domingo. World2Fly plans to establish its operational base at Rosario Airport, although it is awaiting the completion of infrastructure works to begin its flights.
Context of outbound tourism This injection of supply and competition comes at a time when Argentine outbound tourism is showing mixed signals.
