Born during one of the most challenging periods in recent aviation history, LIFT is celebrating five years of operation with a distinctive milestone: the unveiling of a limited-edition birthday tail, designed by one of its own passengers.

The winning design was created by Alyssa Reyersbach, a 24-year-old Durban-based graphic designer and content creator, following a nationwide competition that invited South Africans to design the special anniversary tail. The initiative reflects LIFT’s long-standing approach of actively involving travellers in the brand’s journey.

“This is a full-circle moment for us,” says Haydn Halim-Henning, LIFT Brand Manager. “In early 2020, we asked the country to submit suggestions for our new airline’s name. We love inviting our travellers to be part of our journey.”

According to Halim-Henning, the response to the birthday tail competition was overwhelming, with entries received from across the country. Reyersbach’s winning artwork stood out for its celebration of South Africa’s culture, heritage and diversity. “Her design tells a visual story of a country alive with creativity, culture and ‘lekker’ vibes — a true reflection of who we are,” he explains. “We’re incredibly proud and view this tail as a soaring symbol of connection, heritage and heart.”

Reyersbach will soon see her design take to the skies and will also receive free LIFT flights for a year.

Reflecting on the airline’s first five years, Halim-Henning notes the scale of progress made since LIFT’s pandemic-era launch. “Truthfully, it feels like we launched just the other day, but when we look back at how much we have achieved, one realises just how far we’ve come.”

Operating in a turbulent local aviation environment, LIFT has grown from its humble beginnings to become one of the few South African carriers operating daily services. The airline has flown more than four million passengers across over 30 000 flights linking Johannesburg, Durban and Cape Town.

“Celebrating five years in this industry is a real achievement,” says Halim-Henning. “We’ve worked through lockdowns, regulatory changes and the closure of other airlines. Today, LIFT operates almost 8 000 flights per year, and we aim to keep growing.”

Annual passenger numbers have increased from over 300 000 in the airline’s first year to more than 1.1 million in 2025 — growth of 265%. Halim-Henning attributes this performance to a strong focus on passengers, noting that LIFT was the first local airline to offer fully flexible flights and has built its reputation around customer excellence and value.

This passenger-centric approach was recognised in 2024 when LIFT received the World Airline Award for Best Low-Cost Airline in Africa, becoming the youngest airline on the continent to receive the accolade.

Over the past five years, the airline has become known for its creative onboard experiences and partnerships, including collaborations with Disney and Checkers Sixty60, in-air fashion shows, book launches and comedy skits. More than 5 000 dogs have also flown in the cabin with their families, while younger passengers have enjoyed surprise visits from characters such as Peppa Pig and Stitch.

Looking ahead, LIFT says there are further developments planned for the coming year. “We thank every passenger, employee and partner who has travelled this journey with us so far,” Halim-Henning concludes. “We can’t wait to fly the next five years together.”