By JAMES FINK
jfink@bizjournals.com | 716-541-1611

Direct Air is adding a fourth destination for its weekly flights from Niagara Falls International Airport.

Beginning Nov. 18, the low-cost carrier will fly three weekly nonstop flights between Niagara Falls and Palm Beach International Airport. Niagara Falls is one of four Direct Air destinations that will offer service to Palm Beach. Others are Worcester, Ma., Kalamazoo, Mich., and Rockford, Ill.

Direct Air will run a 15-seat Boeing 737-400 jet between Niagara Falls and Palm Beach on Thursdays, Saturdays and Sundays.

A special ticket price of $79 each way is in place until midnight Monday to commemorate the new flight,

The airline already flies between Niagara Falls and Myrtle Beach, as well as the Florida cities of Melbourne and Fort Myers/Punta Gorda.

"The Palm Beaches and Boca Ratons are attractive because of their appeal and strategic location on the eastern coast of Florida," said Judy Tull, Direct Air chief executive officer.

Officials of the Niagara Frontier Transportation Authority, which operates Buffalo Niagara International Airport and Niagara Falls International Airport, praised Direct Air's decision to beef up its local service. It comes just months after the NFTA opened a 68,000-square-foot passenger terminal at the Niagara Falls airport.

"Adding yet another Florida destination will further enhance the growth and marketability of the airport and helps solidify Direct Air as an economic engine for our region," said Henry Sloma, NFTA interim chairman.

Since the new terminal opened in December, the NFTA has seen New Jersey-based Rainbow Tours begin service to Niagara Falls from Newark and, now, Direct Air, adding a new Florida destination.

Talks are under way with other carriers to provide service to the airport.

"More destinations for Direct Air means more travel and business opportunities for Western New Yorkers and Canadians," said state Sen. George Maziarz, R-Newfane.

John Percy, president and chief executive officer of Niagara Tourism & Convention Corp., said the nonstop Palm Beach flights mean more marketing opportunities for his agency, especially from the lucrative Florida region.

"It further demonstrates the growth potential and logical market expansion of the Niagara Falls International Airport," added Niagara Falls Mayor Paul Dyster.