Hobart's first ever direct Virgin service to Adelaide is now up and running.
The first flight - which was nearly fully booked - landed in the Tasmanian capital at 10 o'clock this morning.
The airline's Group Chief Strategy and Transformation Officer Alistair Hartley is flagging the current four flights a week will ramp up to daily for the holiday period.
"Never before in Virgin Australia's 21-year history have we operated this many Tasmanian services," Mr Hartley said.
"Since September we have announced six new services, which represents 20 additional flights in and out of Tasmania each week.
"These flights will enable 28,000 passengers to make trips in and out of Tassie every month over the holiday period."
Hobart Airport Chief Operating Officer, Matt Cocker has hailed the direct flights as another boost for Tasmanian tourism.
“The new service will operate four times a week and can carry up to 5,600 passengers per month.
"Already this service is helping reunite friends and family and the boost to tourism will be significant also."
Tourism Tasmania CEO John Fitzgerald also welcomed the service.
“The direct flights are also well-timed for visitors from South Australia who may be lucky enough to receive a Tassie Holiday Voucher. Applications for the voucher ballot open on 29 October via www.discovertasmania.com.