Fly Bosnia will launch direct flights between Sarajevo International airport and Luton on 24 September.
The carrier will initially operate three flights per week on the route to the capital of Bosnia and Herzegovina, but says it plans to increase this to a daily frequency over the next 12 months.
Flights will be operated by an Airbus A319 offering 150 seats.
According to Fly Bosnia, British Airways stopped flying between London and Sarajevo 12 years ago. There are currently no non-stop flights between the UK and Sarajevo, but major carriers such as Austrian, Lufthansa, Qatar Airways, Swiss and Turkish Airlines serve the airport from their home markets.
Fly Bosnia began operations earlier this year and also serves Riyadh, Jeddah, Bahrain and Kuwait. It also plans to launch flights to Rome and Paris in the next three months, with the aim of serving 100,000 passengers in 2020.
Sarajevo mayor Abdulah Skaka commented: “It is extremely important for Sarajevo to build relationships and connections with true metropolises. I expect that this move will have direct positive economic consequences for Sarajevo and [Bosnia and Herzegovina]. I congratulate the management and wish them success.”
Matthew Field, British ambassador to Bosnia and Herzegovina said the route “will be good for tourism, business and strengthening ties between the two countries”.