China Eastern Airlines Co, one of the country's three largest air carriers, plans to compete with Virgin Atlantic Airways by offering direct flights between Shanghai and London starting next month.

　　The airline will offer the service between London's Heathrow Airport and Shanghai's Pudong International Airport three times each week.

　　"It is a key route with growing needs of direct flights. We are optimistic on the outlook of the London-bound service," said Wan Mingwu, an official of China Eastern.

　　Around 20,000 local residents obtained visas to visit the UK last year, a figure that is expected to grow by 30 to 40 percent this year, according to the British Consulate General Shanghai.

　　Currently, only Virgin Atlantic Airways operates the Shanghai-London route. It has four flights on that route per week.

　　China Eastern has kicked off aggressive marketing campaigns to promote the route, promising ticket prices for as low as 3,688 yuan (US$444) for a single one-way journey, compared to 3,900 yuan offered by Virgin Atlantic. "The price offered by China Eastern is not out of our expectations," said Matthew Gong, marketing manager of Virgin Atlantic Shanghai office.

　　"But passengers also consider the quality of service provided by different air carriers."

　　China Eastern will launch direct flight between Shanghai and Vancouver in June.