NORSE Atlantic Airways started offering direct service between Jamaica and the United Kingdom on Thursday.

"Jamaica is always in pursuit of expanding our partnerships to include new airlift to the destination," said Donovan White, Jamaica's director of tourism in welcoming Norse.

"This arrangement with Norse Atlantic Airways will provide a great service from London into our two major airports in Kingston and Montego Bay. This service will boost arrivals from the UK, one of our key source markets," added White.

According to Norse Atlantic Airways, people in Jamaica now have an affordable and convenient option when travelling to the United Kingdom.

The company said customers booking direct on the Norse Atlantic website, www.flynorse.com, will experience a fast and efficient service that not only makes it easy to find the lowest ticket prices to London but also the opportunity to personalise their travel, such as extra baggage, seat allocation and meal pre-ordering.

"We believe that everyone should have the opportunity to travel and explore the world, whether for leisure, business or to reunite with friends and family. With the launch of ticket sales to London on www.flynorse.com, customers in Jamaica will now be able to choose an affordable and convenient option when booking their travel to the UK.

"We would like to thank the Jamaican tourism board and the Minister of Tourism [Edmund Bartlett] for the support that we have received and look forward to continuing to work closely together," said Bård Nordhagen, commercial director, Norse Atlantic Airways.

Norse Atlantic exclusively operates Boeing 787 Dreamliner aircraft.