Operators are backing new flights from London to Swedish Lapland to allow winter long weekends.
The SAS service to Lulea will run from Heathrow on Fridays and Mondays from December 17 until March 21, 2022.
The three-hour flight time by Airbus A320 to the sub-Arctic region enables viewing of the Northern Lights, dogsled adventures and a trip on an icebreaker.
Dedicated packages have been created by Artisan Travel, Best Served Scandinavia (Wexas) and Sunvil.
Sunvil marketing manager Rachel Jelley said: “Whether searching for the Arctic adventure, relaxation, luxury or culture, Lulea is now within reach for a weekend break.
“The region has been a popular destination for authentic experiences and the new flight has opened up Lulea for much more.”
Swedish Lapland Visitors Board acting chief executive Annika Fredriksson said: “Improved accessibility is a crucial factor for the continued development of the hospitality industry in this part of Sweden.
“That we have succeeded in attracting airlines to invest in a direct route is a sign of confidence in our destination.
“Although Sweden is not currently on the UK government’s green list, that SAS has continued to pursue launching this route says something about the potential linked to international guests’ demand for our Arctic culture and nature.”
Lulea airport station manager Ann-Christin Viklund said: “It is extremely gratifying that now, when the vaccinations are underway, we can start looking ahead again and that we will have an international flight route from Lulea airport this winter.
“Accessibility will be important in the restart after the pandemic and more direct routes are important for the region and the hospitality industry throughout Sweden.
“Being able to offer our travellers direct flights to London means a smoother and safer journey, which will attract more visitors to the region.
“That SAS, which is a key player in the Scandinavian travel industry, chooses to launch a route between Lulea airport and London is really a feather in the cap, not only for our airport, but also for the region as an attractive destination.”