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British Airways (BA) is to launch new direct flights to Cyprus from the UK, it has been reported.

According to the Cyprus Mail, the carrier will introduce a daily service between Gatwick and Paphos next month.

This will significantly improve the ease of access to the popular holiday destination, which means it could boost the local tourism industry.

Furthermore, it may prompt prospective investors in foreign property to consider Paphos as a viable location.

Marianna Trokoudes, BA's commercial manager on the island, commented: "Once again, we are confirming our commitment to Cyprus, to its residents and to its tourist market."

She added that Paphos will be likely to attract more visitors as a result of the new flights, since it is already a "favoured destination" among British holidaymakers.

This could also boost the island's economy, as official figures show that the holiday industry generated £1.4 billion in 2007.