SYD
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Actually, the calcs suggest that MAD is further than LHR and HEL is significantly closer from PER (9078mi v 8131mi).As SYD said below, I’d have thought MAD would be a better fit for QF, feeding into IB’s network. At present the only long haul IB offers east is to Shanghai and Tokyo.
Edit. I’m not sure what their masters at BA would think of that though.
For two stop trips, HEL is a hell of a lot easy to transit tha LHR!