Number 2 is a lot more possible now than just a decade ago due to the rise of smaller, more efficient aircraft (A350, 787) over jumbos and the popularity of point-to-point (rather than hub and spoke) airline networks. This decreases the cost of establishing a new route and popularising a new destination - Europe is leading the way here.

Croatia, Georgia, Estonia and others have all been opened up substantially by cheaper airfares.