A series of exclusive flights to Akureryi in northern Iceland (previously unreachable direct from the UK) will see the operator chartering its own aircraft.
The move comes as Super Break reports continued growth in demand for its Iceland product and the need to provide greater product availability to the trade.
The three and four-night Incredible Iceland short breaks will go on sale on Wednesday July 19 and the charters will operate Monday and Friday from January 19 until February 12 2018.
One departure will run from each of the following airports: Exeter; Bournemouth; Humberside; Newcastle; East Midlands; Liverpool; Leeds Bradford and Norwich.
Each short break on offer includes return flights, hotel accommodation, overseas transfers, 20kg of baggage, a Northern Lights tour and a Lake Myvatn Adventure – Land of Fire and Ice Tour, which includes the chance to see the Goddafoss Waterfall, the boiling mud pools of Namafjall and a stop at Vogafjos working farm.
Extra optional experiences can be added such as a lava walk, beer spa, Icelandic horse riding or whale watching with humpback whales and dolphins.
Graham Balmforth, national sales manager at Super Break, said: “This really is a first for us and shows our commitment to supplying agents with unique and appealing product for them to sell.
“We know that northern Iceland is not reachable by direct flight from anywhere in the UK and Iceland generally has limited connectivity from the regions.
“Therefore we really hope agents will get behind it and offer something new and different to their customers. We all know the demand that seeing the Northern Lights creates and the beauty of our new short breaks is that they offer so many other unique and exciting experiences.”
Arnheidur Johannsdottir, managing director, Visit North Iceland, said: “It will be a pleasure to welcome visitors from the UK to North Iceland using the new direct flights offered by Super Break, starting in January 2018.
“Winter tourism in North Iceland has been growing fast over the past few years, attracting guests from all over
the world who want to come and experience the stunning nature and winter adventures that Icelanders living in the area are so proud of.
“Visitors are also attracted by the fact that weather conditions make North Iceland an exceptionally good area for magnificent Northern Lights displays.”
Super Break’s sales team has a host of marketing activity planned to ensure agents have all the product information and knowledge they need to confidently sell the product.
This includes agent training sessions, A4 colour flyers for each airport, a guide to Akureyri – what there is to do and see, joint activity with the UK departure airports and social media competitions.
A three-night short break from any airport costs from £699pp including three nights’ accommodation at three-star Hotel Nordurland by Kea Hotels including breakfast, Lake Myvatn - Land of Fire and Ice Tour and Search for the Northern Lights Tour, plus direct return flights.