More people in the UK are predicted to book flights to the Moroccan city of Fes, according to Orion Trek Voyages.
Jane Folliott, an expert in Moroccan travel and commercial director at Orion Trek Voyages, said that the introduction of direct flights to the city would renew interest in the Moroccan destination.
"Fes has always been popular as one of the places to visit in Morocco, but has been overshadowed in recent years by Marrakech – accessibility being a big influence on this," she said.
"Hopefully direct flights to Fes will help re-stimulate interest in this city and the surrounding areas of this region more."
Ms Folliot added that Fes would prove a popular destination due to its "strong spiritual history" and the fact that its ancient medina is a UNESCO (United Nations Educational, Scientific and Cultural Organisation) protected site.
According to Business Monitor International’s recent Morocco Tourism Report, the country’s Tourism Ministry reported that the number of tourist arrivals had increased by 14 percent in the first 11 months of 2007.