Bristol airport believes it is missing out on eight million passengers a year who drive from the southwest to catch flights from London.
The estimated came despite the airport reporting record throughput in 2023 of almost 9.8 million passengers.
The total meant that the volume of users was up 10% on pre-pandemic 2019 figures.
The busiest day came in late August when more than 40,000 people used the airport over a 24-hour period.
Chief operating officer Graeme Gamble said: “Over eight million people a year drive out of our region to fly from London airports.
“Our plan for growth in 2024 and beyond is to give as many of those people as possible the chance to fly local and reach their destination through Bristol airport.”
More than 115 destinations will be served this year. New airport lounges and more retail space are due to be added this year as it moves towards serving 12 million passengers a year.
Construction is also underway on a £60 million public transport interchange and multi-storey car park due for completion in summer 2025.
Gamble added: “Last year saw fantastic results as more people than ever saw the benefits of flying from our region’s gateway airport and we welcomed in visitors from all over the UK and Europe.
“Our business partners, airlines, and Bristol airport have been able to create new jobs, building up our position as the area’s largest private sector employer.”