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Pegasus Airlines is to compete with easyJet on the Bristol-Istanbul route.
The Turkish low cost carrier is starting flights three times a week to Istanbul Sabiha Gokcen airport on July 8.
Onward connections are being offered to points including Dubai, Abu Dhabi, Qatar, Egypt, Morocco, Doha, Saudi Arabia, Iraq and Georgia as well as to the Turkish holiday destinations of Antalya, Bodrum, Izmir and Dalaman.
The year-round service is being touted as an alternative to travelling to fly from London airports, as well as an enabler for inbound tourism to the southwest.
Bristol airport chief executive Dave Lees said: “We’re delighted to welcome Pegasus Airlines to Bristol airport, which will open up an extensive range of destinations for onward travel to countries including Turkey, UAE and Saudi Arabia.
“It will also allow for more visitors to explore our local region, who would previously have visited the UK through London airports.
“This is good news for inbound tourism; for those who want to connect with family and friends; and for businesses in the southwest and South Wales who have overseas interests.”