The carrier’s inaugural flight from Luton airport took off on Thursday (19 September) ahead of the launch of the three-times weekly route next Tuesday (24 September).

It will operate the route using a 150-seat Airbus A319 aircraft, flying Tuesdays, Saturdays and Sundays. It is the first direct UK-Bosnia route since British Airways cancelled its London-Sarajevo service more than a decade ago.

Attendees included FlyBosnia chief executive Tarik Bilalbegovic, Luton airport chief commercial officer Jonathan Pollard, Bosnia and Herzegovina’s ambassador to the UK Vanja Filipovic and British ambassador to Bosnia and Herzegovina Matt Field.

“FlyBosnia has ambitious plans for expansion and London is a key destination for us as our first European destination,” said Bilalbegovic. “Other European cities will follow closely behind.”

Pollard added: “We are delighted FlyBosnia has chosen London Luton Airport as its UK base. This is the first and only direct flight to Sarajevo to operate from any UK airport in over a decade, so we are delighted to be part of this success.”

FlyBosnia said it had invited a number of agents to visit Sarajevo and explore other attractions in the region, including the historic city of Mostar.

Filipovic added: “I am sure the travel agents, media and other guests on the inaugural flight will have a wonderful time exploring Bosnia and Herzegovina, and we look forward to welcoming many more British visitors to our country from now on.”