Israel's El Al said on Monday it will launch direct flights to Sao Paulo on May 2, its first new destination in 10 years.

It will operate three non-stop flights a week to Brazil, using Boeing 777 aircraft for the 14 hour and 45 minute flight. Passengers will be able to connect to other destinations throughout Brazil and South America.

"The launching of the route is in line with the company's vision for 2010 which emphasizes expanding and growing through long-distance flights, while meeting the demands of the business and tourism sectors and fostering the flow of tourism to Israel," El Al President Haim Romano said in a statement.

He said El Al expects growth in tourism from South America to Israel.