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Competition hotted up today on air services between Northern Ireland and Blackpool when low-cost carrier jet2.com entered the fray.
The Leeds-based airline launched a new four flights a week service from Belfast International to Blackpool.
The operation will provide a challenge for British Northwest Airlines whose A2B carrier runs a two flights a day service from Belfast City via the Isle of Man to the resort.
Jet2com said it was confident there was room for it in the market and said its inaugural flight which took off this afternoon was fully booked.
The airline's boss Philip Meeson said he expected the service, on which fares start at £9 including tax, would be a major success.
He said: "Six million people live within an hour's journey time of Blackpool so there is a huge market for us to tap into and bring across to Northern Ireland.
"Blackpool, with its theme parks and hair-raising big dipper rides is now a mecca of fun and will be a great draw for people from Northern Ireland.
"In addition, the Lake District is right on the doorstep of Blackpool Airport and the two championship golf courses of Royal Lytham & St Annes and Royal Birkdale and a short drive away."
Mr Meeson said the Blackpool service was the sixth to be launched by the airline from Belfast International.
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