EL AL appoints APG as its General Sales Agent in China, marking a strategic step by Israel’s national airline to strengthen its commercial presence in the Chinese market.
The appointment gives APG responsibility for managing sales and marketing activities for EL AL in China, with the partnership announced in January 2026 as part of the airline’s broader global expansion efforts. The move was confirmed in a press release issued in Paris, outlining plans to enhance EL AL’s visibility and market reach in the region.
Under the agreement, APG, described as the world’s leading airline representation network, will lead comprehensive sales and marketing efforts aimed at boosting EL AL’s performance in China. The partnership positions APG as EL AL’s on-the-ground commercial representative, supporting trade relationships and customer engagement in one of aviation’s most strategically important markets.
For EL AL, the appointment reflects a targeted approach to growth in Asia, where airlines increasingly rely on local expertise to navigate complex distribution and regulatory environments. By selecting APG as its General Sales Agent, EL AL gains access to a network with decades of experience in airline representation and established reach across global markets.
APG operates more than 100 offices worldwide and partners with over 200 airline clients, offering services that extend beyond traditional sales representation. Its role for EL AL in China includes strengthening relationships with travel agents, improving brand awareness, and supporting the airline’s long-term commercial objectives in the region.
“We are very proud of the trust by EL AL, as an airline partner. APG will make our out most to promote EL AL in this new market, makes another successful story,“ said Kathy Li, General Manager – APG China.
EL AL also framed the partnership as a milestone in its regional strategy. “We are extremely happy and welcome on board APG as our GSA in China. This partnership is a step forward to promoting EL AL in China and providing our customers with top level service,” said Adi Levy, Regional Manager Asia – EL AL.
The announcement comes as EL AL continues to position itself as a global carrier connecting Israel with destinations across the Middle East, Europe, North America, and the Far East. The airline operates an all-Boeing fleet and is bolstering capacity with leased aircraft from KlasJet, with flights on these aircraft supported by EL AL personnel fluent in Hebrew.
EL AL and its subsidiary Sundor offer non-stop flights to Israel from a wide range of international gateways, supported by airport lounges and customer services designed to enhance the end-to-end travel experience. The airline says its history is closely intertwined with that of Israel itself, combining national identity with a modern approach to international travel.
For APG, the agreement reinforces its ambition to broaden its global footprint and deepen its role in airline distribution. Beyond representation services, the group provides interline e-ticketing solutions, fare filing, settlement support, and NDC-enabled distribution through its APG Direct Connect platform.
As airlines look to rebuild and diversify demand across regions, partnerships like this highlight the growing importance of local market expertise. For travellers, the deal signals EL AL’s intention to build stronger commercial foundations in China, potentially shaping future connectivity between China, Israel, and onward destinations worldwide.
Photo Credit: Wangkun Jia / Shutterstock.com
