For the first time in its history British Airways - under the banner of its regional subsidiary BA Connect - is to begin operating scheduled services from Nottingham East Midlands Airport, with the launch of a three times a week service to Tenerife South.
Tickets for the new service, which starts on on October 31, went on sale yesterday.
The flights, which will use Airbus aircraft, will depart on Tuesdays, Fridays and Saturdays with fares from £49 if booked before July 31.
Kevin Hatton, managing director of the operating airline, GB Airways, a franchise partner of BA, said yesterday: "A must see destination for the 21st century, almost three million passengers a year visit Tenerife from the UK to take advantage of its year-round average temperature of 29 degrees, quality accommodations, fabulous spas and terrific golf courses."
Mr Hatton added: " Tenerife is literally a new direction for BA Connect services in the Midlands, which has traditionally been based at Birmingham and focused on business and short break destinations.
"We felt it appropriate to begin operating this sunshine route from Nottingham East Midlands Airport, which has an excellent catchment area and a strong market for leisure traffic.
"Customers can expect all the benefits associated with BA Connect, including quality in-flight catering and entertainment to buy on board, a complimentary luggage allowance of 23 kg, and the option to make changes to tickets for just £30 per transaction."
Penny Coates, managing director of Nottingham East Midlands Airport, said: "The announcement marks a really exciting milestone in the airport's history - the first time British Airways has ever operated from the Castle Donington site and a great endorsement of our service.
"We are always looking to increase the choice of destinations for people in the Midlands and develop the range of facilities on offer."
A spokeswoman for BA said the introduction of the new service would have "no effect whatsover" on the carrier's operations at Birmingham International Airport.