This will be a 3-year initiative with Birmingham Airport, West Midlands Growth Company, Shakespeare's England and Marketing Peak District & Derbyshire cooperating.

They plan to focus on the US market in the first year.

In 2018 Primera Air will be adding low-cost direct flights to Birmingham from Boston, New York City and Toronto.

With the UK expected to still be on sale in 2018 for tourists armed with US dollars, this effort should be successful.