RYANAIR will fly twice weekly on a new route from Belfast International to the central Mediterranean island of Malta, taking off from October.
It will be the 14th route from Belfast International Airport since the beginning of Ryanair's operations last summer.
And it coincides with the Dublin-based carrier announcing seat sale across its European network, with prices starting at £9.99 for those wanting to travel this month or next.
Belfast International Airport's business development director Uel Hoey said Malta would be a popular choice among Northern Ireland holidaymakers.
"A new service to the popular island is a particularly pleasing development as it has traditionally been a good seller from Northern Ireland and we believe its popularity will be even more enhanced, given the prevailing strength of the western and central Mediterranean holiday markets," he said.
Ryanair summer schedule begins this month and is attracting record bookings, according to the airline's head of communications Robin Kiely.
"We are pleased to announce a new route from Belfast to Malta, with a twice weekly service starting in October, as part of our Belfast winter 2017 schedule, which will be launched soon," he said.
"Our summer schedule is already attracting record bookings, including our new routes to Faro, Lanzarote, Malaga, Tenerife and Warsaw.
"Belfast customers and visitors can look forward to even lower fares when they make advance bookings for their summer or winter holidays, so there’s never been a better time to book a low fare flight."
The knockdown European prices are available for booking on the Ryanair.com website only until midnight on Thursday.
"These amazing low fares will be snapped up quickly, so we advise customers to book now to avoid missing out," Mr Kiely added.
Last October the budget airline announced it was adding Faro to its growing list of destinations from Belfast, with the new twice-weekly service beginning in June.
Ryanair made a return to Belfast earlier last year having previously operated from George Best Belfast City Airport until 2010.
The airline said at the time that it had "big plans" for Belfast, with a target of as many as 40 routes from Aldergrove – but stressed such figures could only be achieved if the government moved to scrap air passenger duty (APD).
