Too often, when low-cost airlines launch new routes, it's to obscure destinations you've never thought of visiting, but it's worth dusting down your passport to check out Gothenburg.
There are more than 8,000 islands dotting the cost from Gothenburg, Sweden's second largest city, up the west Swedish coastline to Strömstad, next to Sweden's first marine national park, as well as the country's largest home-made cinnamon buns.
First up, EasyJet is launching a new flight from London Gatwick to Gothenburg Landvetter Airport on 6th September, with a second route from Manchester beginning on 10th December, and British Airways will also be flying from London Heathrow twice daily from 28th November.
Ryanair, which currently has flights to the city, is also launching an extra route from Edinburgh to Gothenburg City Airport from early November.
If the enormous buns at Café Husaren haven't clinched it, there's the Museum of World Culture, Iron Age stone circles and graves at Pilane as well as Gothenburg's old town, Haga, and more cafes than you can shake a herring at.
If you'd rather shop than sightsee, Design Torget is brimming with beautifully designed homeware that you just can't live without, quirky gifts and jewellery, along with plenty of Ikea's best – well, this is Sweden.
And if your budget is more suitable for window shopping, the Röhsska Museum of Fashion and Design has regular exhibitions to give you a few ideas.
Quick facts: Return flights with EasyJet cost from £19.99 return during September. Flights with Ryanair cost from £12 return during September. For more information about West Sweden and Gothenburg, go to www.westsweden.com and www.goteborg.com.