For airport executives, the mission is clear — to deliver exceptional passenger experiences, strengthen the airport’s role as a vital economic and cultural asset, and ensure the facility reflects the identity and ambitions of the community it serves. Achieving these goals, however, requires more than operational efficiency and capital improvements. It requires airports to embrace their role as cultural gateways.

The most effective way to achieve this?
Fostering a strong sense of place and belonging — and local art is the most powerful and cost-effective tool to make it happen.

Why Sense of Place Matters to Airport’s Success

Modern passengers no longer see airports as mere transit hubs. They expect experiences, and they form lasting impressions of destinations based on their time inside the terminal — whether they ever leave the airport or not.

A sense of place helps airports transform from anonymous infrastructure into authentic, welcoming environments that evoke the character of the region. This is no longer just a design aspiration — it is increasingly a competitive differentiator.

A well-executed sense of place offers:

Instant Orientation: Passengers know where they are — not just geographically, but culturally.
Emotional Engagement: Travellers feel emotionally connected to the airport and its surrounding region.
Brand Differentiation: The airport itself becomes a memorable part of the travel story, setting it apart from competitors.
Community Pride: Residents feel their culture is honoured and showcased, strengthening the airport’s relationship with its community.
Increased Passenger Satisfaction: Environments with local identity, storytelling, and creative expression have been shown to reduce passenger stress and enhance overall satisfaction.

Why Belonging is the Key to Passenger Satisfaction

Passengers are increasingly looking for more than efficiency — they want to feel welcomed. Whether they are first-time visitors, returning locals, or transit passengers, travellers want to feel like they belong — that they are not just processed through a system, but recognized as part of the story unfolding around them.

Airports that cultivate this sense of belonging:

Create memorable first and last impressions of the destination.
Foster loyalty and positive word-of-mouth.
Reduce passenger stress by creating familiar, human-centered environments.
Enhance revenue opportunities as passengers feel more comfortable exploring retail, dining, and amenities.

Belonging drives satisfaction — and satisfaction drives revenue, reputation, and long-term competitiveness.

Local Art: The Smartest, Most Cost-Effective Tool to Create Sense of Place and Belonging

Of all the strategies available to airport leaders — from architectural design to retail curation — local art stands out as the most flexible, powerful, and cost-effective tool for creating sense of place and belonging.

Here’s why:

Art Creates Instant Emotional Connection
Passengers immediately connect with visual storytelling. Whether it’s a mural, sculpture, or multimedia installation, art captures attention, sparks curiosity, and invites passengers into the cultural narrative of the region.
Art Reflects Local Identity and Values
Local art programs ensure that the airport’s public spaces authentically reflect the diverse stories, traditions, and contemporary voices of the surrounding community.
Art Engages All Passengers — No Translation Required
Art is universally accessible. It transcends language barriers, making it the perfect medium to engage international travellers, domestic visitors, and returning locals alike.
Art Evolves with the Community
Unlike static infrastructure, art programs can evolve — allowing airports to refresh their sense of place over time, continually reflecting changing cultural narratives and keeping the airport experience dynamic.
Art Programs Deliver Tangible ROI
Airports with strong art and cultural programs consistently rank higher in passenger satisfaction surveys, attract positive press, and become destinations in their own right — driving both community pride and non-aeronautical revenue.

Real-World Examples: Local Art Bringing Sense of Place to Life

The best examples of sense of place and belonging come from airports that have intentionally embedded local art into their passenger experience strategies. These airports understand that art isn’t decoration — it’s part of the airport’s identity.

Brussels Airport: Tintin’s Rocket – A National Icon as Cultural Ambassador

Brussels Airport has installed a large-scale model of Tintin’s iconic red-and-white rocket, inspired by the legendary comic series The Adventures of Tintin by Belgian artist Hergé (1907-1983). This playful yet culturally significant piece not only celebrates Belgium’s deep-rooted comic art heritage but also introduces passengers to one of the country’s most beloved cultural icons. By embedding this instantly recognizable symbol into the passenger journey, Brussels Airport offers travellers a strong sense of place, blending storytelling, national pride, and creative identity into the terminal experience.

Copenhagen Airport: William Soya’s Light Sculpture – Timeless Danish Modernism

Copenhagen Airport has acquired and installed the artwork Light Sculpture (1975) by renowned Danish artist William Soya (1927-1994) in the new Finger E extension. This carefully chosen piece not only highlights Danish modernism’s emphasis on light, space, and minimalism, but also celebrates a prominent local artist, embedding Denmark’s creative legacy into the passenger journey. By integrating authentic local art into new infrastructure, Copenhagen Airport offers passengers a contemporary sense of place rooted in the country’s cultural DNA.

Rome Fiumicino Airport: Giotto’s Windows — Heritage Reimagined

Rome Fiumicino Airport has unveiled Giotto’s Windows, a special installation of three prestigious stained-glass panels attributed to 14th-century master Giotto di Bondone, one of the most influential masters in Italian art history. Revealed as part of Aeroporti di Roma’s 50th anniversary celebrations, the windows—depicting the prophet Aaron and two deacons—offer millions of travellers a rare glimpse into Italy’s medieval artistic legacy. Accompanied by experiential digital columns projecting high-definition images of Giotto’s frescoes, the installation immerses passengers in Italy’s rich artistic narrative. By bringing world-renowned masterpieces into the modern terminal at Pier A, Fiumicino Airport offers travellers a powerful sense of place, blending Italy’s unparalleled cultural heritage with the contemporary travel experience.

Airports as Cultural and Economic Anchors

Airports are not just transit hubs — they are economic engines and cultural ambassadors. They introduce the region to the world and frame how the world sees the region.

Investing in local art is not simply about aesthetics. It’s about positioning the airport as:

A community asset that reflects and honours local identity.
A competitive destination that passengers remember and talk about.
A driver of economic development by supporting the local creative economy.
A key player in place-based storytelling, strengthening tourism and civic pride.

The Business Case for Investing in Local Art

For airport executives, the case for prioritizing local art as a core element of passenger experience strategy is clear:

Higher Passenger Satisfaction Scores
Airports with strong sense of place and art programs score higher in ASQ and Skytrax benchmarks.

Competitive Differentiation
Unique cultural identities make airports memorable and marketable.

Increased Non-Aero Revenue
Engaged, comfortable passengers dwell longer and spend more in retail and dining.

Community Relationships
Investing in local artists and cultural narratives fosters civic pride and strengthens community ties.

Positive Publicity
Airports with authentic art programs generate positive media attention, influencer engagement, and passenger storytelling.

Final Message to Airport Leaders

The airports of the future will succeed not just by moving people efficiently, but by welcoming them meaningfully. A strong sense of place and a deep sense of belonging — fostered through local art and cultural storytelling — will define the next generation of leading airports. By investing in local art, airport executives don’t just improve aesthetics — they enhance brand value, passenger experience, community relationships, and economic performance.

Your airport is more than a building. It’s a cultural gateway. And local art is the key to unlocking its full potential.

Sense of Place and Belonging: The Strategic Advantage for Modern Airports