British Airways will terminate its flights from Bulgaria's eastern city of Varna to the UK capital, the company's sales manager for the Balkans, Emil Delibashev, told Dnevnik.

"The reasons are purely commercial. The route proved unprofitable," he said.

British Airways will nevertheless continue to service the route at the same price through an alliance with Hungarian peer Malev, which will fly to Budapest from Varna, while flights from Hungary's capital to London will carried out by British Airways.

British Airways launched the Varna-London destination in 2006, offering flights four times a week. In 2008, the carrier served the flights during the summer season only, but reduced their number to two this year.

According to Delibashev, the company is revising its entire internal flight strategy and has also decided to suspend flights from Antalya and Izmir to London.

Earlier in October, Hungarian low-cost carrier Wizz Air terminated its flights from Sofia to Varna during the winter season.

Meanwhile, Irish airline Ryanair will introduce flights to London to Bulgaria twice a week in November, expecting the annual traffic to reach 30,000 passengers and to grow further to 200,000 by 2013. The air carrier also plans to operate flights from Bulgaria to Spain in Italy in the future.