Iceland's WOW air (Reykjavik Keflavik) has announced that it will commence flights from Reykjavik to Tel Aviv Ben Gurion starting September 12, 2017. The new route will be the carrier's first service to a destination in the Middle East and use Wow Air's fleet of A321-200s operating four times weekly.

Flights are mainly targeting demand between the United States and Israel with Wow Air saying that from the eastern US cities of Boston, New York Newark, Baltimore International, Pittsburgh International and Chicago O'Hare travel will necessitate a 13-hour layover, while Los Angeles International, San Francisco and Miami International will need two hours.

Direct US flights to Tel Aviv are currently offered by El Al Israel Airlines (LY, Tel Aviv Ben Gurion), United Airlines (UA, Chicago O'Hare) and Delta Air Lines (DL, Atlanta Hartsfield Jackson) with a total weekly seat capacity of 17,423.