The appointment of Tewolde Gebremariam, the globally respected former Chief Executive Officer of Ethiopian Airlines, as the new CEO of Pakistan International Airlines (PIA) marks one of the most significant milestones in the airline’s modern history. It is more than a leadership change; it is a powerful statement of intent by the new private owners that PIA’s revival will be guided by international expertise, professional management and a proven record of success.
The decision by the Arif Habib Group-led consortium to entrust the future of Pakistan’s national carrier to one of the world’s most accomplished aviation executives has been widely welcomed by the aviation industry, business community and overseas Pakistanis. It reflects the new management’s determination to restore PIA not merely as a profitable airline but as a respected global carrier capable of competing with the best in the industry.
Few aviation leaders possess the credentials that Tewolde Gebremariam brings to Pakistan. During his remarkable career spanning nearly four decades, he rose through the ranks of Ethiopian Airlines-from a traffic agent to Group Chief Executive Officer-demonstrating that leadership is earned through experience, dedication and vision. His journey itself serves as an inspiration to every employee of PIA, proving that excellence begins with understanding every aspect of an organization.
Under his leadership between 2011 and 2022, Ethiopian Airlines underwent one of the most extraordinary transformations in global aviation. The airline’s annual revenue increased from approximately US$1 billion to more than US$4.5 billion, while its fleet expanded from 33 aircraft to more than 130 modern airplanes. Ethiopian Airlines also emerged as Africa’s largest and most profitable airline, connecting the continent with the rest of the world through a rapidly expanding global network.
These achievements were not the result of chance or favourable market conditions alone. They reflected disciplined leadership, strategic planning, continuous investment in modern aircraft, unwavering attention to operational excellence and a corporate culture built upon professionalism and accountability.
Perhaps Tewolde Gebremariam’s greatest achievement was transforming Addis Ababa into Africa’s leading aviation hub. By strategically expanding routes, investing in fleet modernization and strengthening international connectivity, Ethiopian Airlines demonstrated that geography becomes an advantage only when combined with visionary leadership.
Pakistan possesses similar geographical potential.
Situated at the crossroads of South Asia, Central Asia, the Middle East and Western China, Pakistan occupies one of the world’s most strategic locations for international aviation. For decades, experts have argued that the country has the potential to become a major regional aviation hub. Yet realizing this potential requires precisely the kind of strategic thinking and long-term planning that characterized Ethiopian Airlines under Gebremariam’s leadership.
The expectations from PIA’s new CEO are therefore understandably high.
However, it would be unrealistic to expect miracles overnight.
Reviving an airline that has accumulated institutional, operational and financial challenges over several decades requires patience, determination and consistent support from every stakeholder. Around the world, successful airline turnarounds have taken years rather than months.
The new CEO inherits an airline with remarkable strengths.
PIA possesses a globally recognized brand, experienced pilots, skilled engineers, valuable international traffic rights and a loyal customer base that still remembers the airline’s golden years. These assets cannot be overlooked.
At the same time, he faces formidable challenges.
Fleet modernization, improving on-time performance, strengthening financial discipline, restoring customer confidence, expanding international operations and embracing digital transformation will require careful planning and sustained investment.
Yet one advantage distinguishes the current moment from previous attempts at reform.
For the first time in many years, PIA’s new professional leadership is backed by private investors who have publicly committed themselves to rebuilding the airline as a commercially sustainable institution. This alignment between ownership and management creates an opportunity that should not be wasted.
As PIA begins this new chapter, there are several guiding principles that can help shape its future.
First, safety must remain non-negotiable. Every decision should reinforce the airline’s commitment to the highest international safety standards.
Second, customer experience must once again become the airline’s defining strength. Modern passengers expect punctuality, transparency, digital convenience and courteous service. Every interaction should reinforce confidence in the PIA brand.
Third, employees should become partners in transformation. Ethiopian Airlines’ success was built not merely on aircraft but on people. PIA’s pilots, engineers, cabin crew and ground staff possess considerable talent and experience. Empowering them through merit-based leadership, continuous training and professional development will be essential.
Fourth, technology should drive operational excellence. Artificial intelligence, predictive maintenance, digital booking platforms and data-driven decision-making are no longer optional-they are fundamental to modern airline management.
Fifth, cargo operations deserve renewed attention. Pakistan’s growing export economy presents significant opportunities for expanding air freight services, creating an additional source of sustainable revenue beyond passenger traffic.
Finally, PIA must once again become a symbol of Pakistan’s hospitality.
For generations, the airline proudly carried the slogan “Great People to Fly With.” It was more than an advertising campaign; it reflected a culture of warmth, professionalism and genuine care for passengers. That spirit should now become the guiding philosophy of the airline’s revival.
Every employee, regardless of rank, should understand that passengers remember people more than aircraft. They remember a welcoming smile, professional service, punctual departures and the confidence that comes from travelling with an airline that genuinely values its customers.
Tewolde Gebremariam has already demonstrated that he knows how to transform an airline into an international success story.
The challenge before him is undoubtedly different, but the principles of success remain remarkably similar: visionary leadership, disciplined execution, empowered employees and unwavering commitment to excellence.
The new CEO has accepted not merely a corporate assignment but a national responsibility. Millions of Pakistanis, particularly those living overseas, sincerely hope to see their national airline once again become a source of pride.
History has already recorded Tewolde Gebremariam’s achievements in Africa.
Pakistan now offers him the opportunity to write another remarkable chapter-one that could restore Pakistan International Airlines to financial stability, operational excellence and international respect.
If that vision is realized, PIA may once again earn the admiration of travellers around the world and proudly reclaim the words that once defined its identity:
“Great People to Fly With.”
){kind=link}