The Virgin Blue Group of Airlines this morning sent off its first Sydney to Uluru service.

Virgin Blue Group of Airlines Group Executive Commercial Liz Savage said the new service would bring increased competition on the route.

"Our services will provide visitors the opportunity to choose Virgin Blue's award winning service when visiting this iconic landmark.

"Uluru is the heartland of Australian indigenous culture. Our range of fares from $199* one way will ensure it not only becomes the must see destination for the international visitor, but more Australians will travel here too," she said.

Voyages Hotels & Resorts chief executive Chris Tallent said, "We are delighted to see the launch of the Virgin Blue service to this iconic destination. These new flights further endorse Uluru's significance within the Australian landscape and provide great opportunities for expansion and promotion of the region, complementing the existing airline capacity. Since going on sale, the new flights have already stimulated a strong growth in demand for the destination, both from within Australia and from the international market."

According to Ms Savage, the daily Sydney to Uluru Virgin Blue services depart at 10:10am and arrive at 1:20pm. The return service leaves Uluru at 2:00pm and arrive Sydney at 5:30pm. Connecting flights are available from a number of Australian destinations including Adelaide, Brisbane, Cairns, Canberra, Melbourne and Perth.