Southend is the unlikely destination of the latest route from Belfast by low-cost airline, easyJet. In the vernacular, 'Sarf End', it sounds like the bolt-hole of some dodgy Cockney, but in reality it is quite an inspired choice by the airline.
A high-speed rail link will take passengers into London in less than an hour, making it a viable alternative to the more traditional airports around the capital.
As well, the town boasts the largest pier in the world and is keen to attract visitors to its own charms.
Its investment in its new airport terminal could be money very well spent.