Jetairfly was created in November 2003 as a home carrier for tour operator Jetair, part of the tourism group TUI AG. The original plans were to operate two aircraft, but after charter company Sobelair (home carrier for Jetair) ceased its operations, Jetairfly started its operations with 5 aircraft. On 23 November 2005, The airline was rebranded Jetairfly as part of the rebranding around Belgium's number 1 tourism brand Jetair.
On 13 May 2015, it was announced by the TUI Group that all five of TUI's airline subsidiaries will be named TUI fly, whilst keeping their separate Air Operator's Certificate, taking over three years to complete. On 19 October 2016, Jetairfly received the new brand name TUI fly Belgium with the legal name still being TUI Airlines Belgium NV as the second airline within the TUI group which underwent the name change.
This livery is a conversion from the 737-800 aircraft 00-JAY with the Jetairfly design, but currently still flying under the TUI fly brand.