A NEW four-flights-a-day service between Glasgow and London was unveiled today.

British Airways is to fly from Glasgow to London City, providing an important direct air link for businessmen between Glasgow's growing financial services sector and the capital.

And with fares starting from just £39 one way, including all taxes and charges, it will also appeal to leisure passengers.

BA subsidiary BA CityFlyer will operate the route to the London Docklands aiport.

The move comes just days after BA sold its regional BA Connect services to budget airline Flybe.

The new service, which will start on March 25, has been prompted by Glasgow's strengthening position as a major player in the financial services sector.

David Evans, managing director of BA CityFlyer, said:"We are confident the business community in Glasgow will welcome the introduction of the air link between the two cities."

City council leader Steven Purcell described the move as a "tremendous boost for the city".

He added: "The provision of a direct link to London City Airport will make the city an even more attractive proposition as a great location for the financial and business services sector."

And Lesley Sawers, chief executive of the city chamber of commerce said: "Glasgow now supports some 750 financial services companies, many of them with strong links to London's financial community.

"This new service will strengthen those links and enhance Glasgow's growing reputation as a major player in the financial services sector."

Scott Taylor, chief executive of the Glasgow City Marketing Bureau said: "Glasgow has been transformed in recent years into a key financial centre, and one of Britain's top tourism destinations.

"British Airways' new route is not only an important development for Glasgow's thriving financial services community, but it will also help boost the city's leisure and conference tourism sector."

Gordon Dewar, managing director of Glasgow Airport, said: "This important new link to the heart of London's financial centre will help support the continued economic regeneration of the city and region.

"London City Airport is ideally situated for both business and leisure travellers."