Easy Jet has announced the introduction of flights from the northwest of England to Sofia in Bulgaria following increasing demand. The new route will start operating on December 11 2008, with a frequency of three times per week from Manchester.  Fares cost just £29.99 one way and £33.99 return.

The world's most popular budget air carrier is planning not only to establish contact with Sofia, but also to create a major regional base for its fleet with flights originating from Sofia to Athens, Bucharest and Chisinau, according to a statement on Cheapflights.co.uk

This is an addition to the already existing Easyjet service between Gatwick and Sofia, which operates daily.

Sofia, which has some of the lowest prices in Europe and a fascinating mix of medieval, socialist and modern architecture, has suddenly became one of the most popular destinations for European tourists, travellers and backpackers. Sofia in itself has become a tourist attraction, following in the footsteps of Prague. From the capital, there are, of course, direct connections with the sea resorts of Varna and Burgas.

EasyJet is very popular throughout the United Kingdom, in part due to the Airline series broadcast on ITV that monitored the airline's operations at its home base in London Luton and later at a number of other bases. EasyJet's charismatic founder, Stelios Ioannou, was featured heavily in the series, and the air carrier's popularity has grown ever since to the point where now it operates 387 routes between 104 European and North African airports.

EasyJet's meteoric success was due to an ingenious marketing strategy of "making flying as affordable as a pair of jeans" and urging travellers to "cut out the travel agent". In the early days, the only advertising the company indulged in was painting its own telephone number in large digits on the side of the fuselage.

The "friendly" appeal and straightforward approach had a positive impact almost instantly as the company grew and became synonymous with the term "budget flying". In line with current economic developments and the attraction of Bulgarian tourist destinations, Easyjet is now planning to make Bulgaria an important part of its agenda.

Currently, there are also other British carriers flying to the Bulgarian capital, with Wizz Air operating from London Luton to Sofia via Budapest, whereas British Airways has traditionally offered a direct service from Heathrow to the Bulgarian capital.