Sarajevo is being touted as a new short break destination with the start of flights from Luton airport.
FlyBosnia is to run three flights a week to the capital of Bosnia and Herzegovina from September 24 on Saturdays, Sundays and Tuesdays.
A promotional one-way are of £18.99 has been introduced.
The service will be operated by a new generation 150-seat Airbus A319-112 aircraft.
British Airways withdrew flights from London to Sarajevo 12 years ago.
FlyBosnia currently serves Riyadh, Jeddah, Bahrain, and Kuwait with flights to Rome and Paris expected to start in the next three months.
The carrier’s CEO Tarik Bilalbegovic said: “We are delighted to be launching this brand new service direct to Sarajevo from London Luton.
“We can’t wait to introduce this exciting destination to the UK market. With three flights a week, I am sure that Sarajevo is going to become extremely popular as a city break destination – it definitely is a hidden gem in the heart of Europe.”
Luton airport commercial director Jonathan Pollard added: “It is always exciting to welcome a new airline to London Luton, but we are particularly delighted to be launching a brand new destination.
“When FlyBosnia starts their operation in September, they will be the only airline to connect London – and indeed the UK – directly with Sarajevo.”