Virgin Atlantic has announced it is to start daily direct flights from London to the Kenyan capital, Nairobi - a move that may trigger a price war with BA.
Virgin says it may add a second service if demand is there.
Virgin expects to carry 100,000 people from the UK to Kenya in its first year, its boss Sir Richard Branson said.
A second daily flight might be added if there was demand, to capture more than 25% of the market, he added.
Nairobi is Virgin's fourth African destination. It already flies to Cape Town, Johannesburg and Lagos.
BA and Kenya Airways currently dominate the market of direct services between the UK and Kenya.
Other airlines travelling between London and Nairobi include Ethiopian Airlines, KLM, Swiss International Airlines and Qatar - all flying through their home bases.
Return fares for the flights, which begin on 1 June, will start at about £385 ($750).
Kenyan tourist minister Morris Dzoro said the move would be a "great boost" to the country's economy.