Part of the airline's strategy to increase competitiveness and boost its regional market share, the discount fares — implemented to entice summer holiday-makers who lead the UAE's summer exodus — are valid for travel between April 17 and August 31.

With customers able to book a direct flight in economy from Dubai, or Abu Dhabi, to the UK for Dh1,400, and flights to North America — via Heathrow — for Dh2,100, British Airways is confident UAE customers will snap the tickets up in what is traditionally a peak travel period.

"A similar offer earlier this year proved successful. Passenger volumes are high year-round throughout the Middle East, but summer is always a busy time for families taking annual leave and holidaying abroad," said Paul Starrs, British Airways' Commercial Manager, Middle East.

"These highly competitive fares are aimed at enticing customers to travel with British Airways on their summer break," Starrs added.