Australia's Virgin Blue plans to start flights between Sydney and Ayers Rock, also known as Uluru.
It will operate a daily flight using Embraer E-190 aircraft from 2 August, says the airline.
"The timing is right for us to launch a new route as we take delivery of a new E-jet later this year," says Virgin Blue CEO Brett Godfrey. "The decision reflects our view regarding the importance of Ayers Rock to the tourism industry."
The airline will compete on the route against Qantas Airways, which operates a daily flight using Boeing 737-800 aircraft, according to schedules in Flightglobal's Innovata database.