Qantas has confirmed London will be the first destination for Project Sunrise, with non-stop Sydney-London flights scheduled to begin in October 2027, as the airline also reveals more detail about the onboard experience it plans to use to reshape ultra long-haul travel.
The dual announcement moves Project Sunrise into a much clearer commercial phase. Qantas is not only locking in its inaugural route, but also showing how it intends to sell the experience: more space, more privacy and a stronger focus on wellbeing across one of the longest flights in the world.
London becomes the launch route
The Sydney-London service will become the first direct link between Australia’s east coast and the UK, removing the need for a stopover on a route that has long carried both practical and symbolic weight for Australian travellers.
This landmark route will provide the first ever direct connection between Australia’s east coast and the UK, making it easier than ever for Australians to visit Britain year‑round.
Australia is an important inbound market for Britain, with spending from the market forecast to be worth £1.8 billion to the UK economy in 2026. With strong cultural ties to the UK, Australian visitors stay for almost twice as long and spend almost double than the average visitor.
The UK Tourism Minister, Stephanie Peacock, said, “This is fantastic news for British tourism. Direct flights from Australia remove one of the biggest barriers for Australian visitors coming to the UK, so it’s fantastic to see that Qantas is introducing them.”
“Australia is one of our most valuable tourism markets, with such strong cultural and sporting links, and these new routes will bring even more visitors to experience everything Britain has to offer, from the rich cultural offerings of our towns and cities to the history and heritage of our rural regions.”
VisitBritain CEO Patricia Yates added, “Huge congratulations to Qantas on the announcement of its historic non‑stop service from Sydney to London through Project Sunrise. Expanding airline connectivity and capacity from Australia is a major boost for our tourism offer, welcome and global competitiveness.”
“This pioneering route will make travel seamless and more accessible for our Aussie leisure and business visitors alike, bringing our nations closer than ever before. Australian travellers are incredibly important to us. They stay longer, explore further, and contribute significantly to regional economies, with seven out of ten nights spent beyond London. We look forward to welcoming even more Australians to experience everything Britain has to offer through this game-changing new route.”
VisitBritain will later this year host its Australia and New Zealand Mission, connecting local travel trade with British tourism suppliers to drive bookings and regional dispersal.
New York is expected to follow as the next Project Sunrise destination, giving Qantas a second flagship ultra long-haul route as it builds out the programme.
The choice of London is also significant from a tourism perspective, with Australian travellers continuing to be one of the UK’s most valuable long-haul visitor markets thanks to their strong spend, long average stays and tendency to travel beyond the capital.
New cabin design built for 20-hour flying
Qantas is configuring its Airbus A350-1000ULR with just 238 seats, making it one of the lowest-density A350 layouts in operation.
The aircraft will feature six enclosed First suites, 52 Business suites, 40 Premium Economy seats and 140 Economy seats, with every cabin reworked specifically for ultra long-haul flying.
First Class will include separate armchairs and beds within enclosed suites, while Business will introduce sliding privacy doors for the first time on Qantas. Premium Economy and Economy have both been redesigned with more generous space and new seating aimed at improving comfort over flights expected to exceed 20 hours.
Qantas will also introduce 42 Economy Plus seats at the front of the Economy cabin, adding another upsell layer for travellers looking for extra room without stepping into Premium Economy.
Wellbeing becomes part of the product
A central part of the Project Sunrise pitch is the idea that the journey itself should help passengers arrive in better condition.
The aircraft will include a dedicated Wellbeing Zone between Premium Economy and Economy, designed to encourage movement, stretching and hydration during the flight. Lighting, dining and rest timing have also been developed around circadian rhythm research, with Qantas aiming to reduce the physical toll of ultra long-haul travel rather than simply make it more comfortable.
That approach gives the airline a distinctive way to market the route. Project Sunrise is being positioned not just as a new nonstop service, but as a different style of long-haul experience built around how people actually cope with time in the air.
Download a PDF of the Project Sunrise Wellbeing design here.
A premium story as much as a route story
Taken together, the London launch and the cabin reveal show that Qantas sees Project Sunrise as more than a network milestone.
It is also a premium brand statement, designed to turn one of the world’s longest flights into a higher-value product with strong appeal for business travellers, affluent leisure passengers and those willing to pay for a more seamless trip.
For the travel industry, the significance lies in both the route and the product. Qantas is creating a new selling story around direct access, cabin innovation and traveller wellbeing, while also resetting expectations of what nonstop travel from Australia’s east coast can look like.
