Aer Lingus has started serving Ireland West airport at Knock from Heathrow for the first time.
The route to the airport in County Mayo has been switched from Gatwick for the start of the summer schedule.
The airport is a gateway to the Wild Atlantic Way and in close proximity to locations used in the Oscar-nominated film The Banshees of Inisherin.
The Irish flag carrier is using an Airbus A320 to operate the daily flights.
The launch came as Aer Lingus recommenced direct flights to Hartford, Connecticut, from Dublin for the first time in more than two years.
Airline chief executive Lynne Embleton said: “The west of Ireland has much to offer as a tourist destination with the world renowned Wild Atlantic Way on its doorstep.
“Our new Knock-Heathrow service is an exciting new route for Aer Lingus and the region, bringing travellers from Great Britain right to the heart of the action.
“Equally, customers from the west of Ireland will now fly into London Heathrow, the UK’s largest airport, and have the opportunity to travel onwards to cities all over the world.”
Judith Cassidy, Tourism Ireland deputy head of Great Britain, said: “This new route from Heathrow to Knock means that GB visitors can travel directly from London to Ireland’s dramatic Wild Atlantic Way coastline in less than two hours.
“Here they can experience and enjoy the rugged beauty of the west coast of Ireland as seen in the Oscar-nominated Banshees of Inisherin.
“In addition to dramatic land and seascapes, the region is renowned for its warm welcome, amazing food and traditional music all year round. And of course, as our nearest neighbour, and no travel restrictions in place for British visitors thanks to the Common Travel Area, it’s so easy to visit.”