Industry members are asked to wear their brightest outfits or favourite beachwear during National Travel Agent Day on 22 July.

The day – now in its third year – was launched by Intrepid Travel and looks to celebrate the hard work, expertise and tenacity of agents across the UK and Ireland.

Those taking part are being urged to donate £2, or whatever they are able, to support LifeLine, which assists travel industry members facing hardship and in need of financial, practical, and emotional help.

Businesses and industry teams can set up their own tropical shirt day campaign page at www.justgiving.com/abta and fundraisers can also donate via justgiving.com/campaign/tropicaltravelagentday2022

Bank transfer donations can also be made by emailing lifeline@abtalifeline.org.uk, while pictures can be shared on the day by tagging @abtalifeline across Twitter and Facebook.

Trudie Clements, Abta LifeLine director, said: “National Travel Agent Day is an amazing opportunity to celebrate the work and expertise of the travel agent community and also show your support to Abta Lifeline, the charity dedicated to helping Abta travel agents and their dependents in need.

“The last few years throughout the pandemic have shown just how vital the travel agent community is, looking after customers and travel industry partners alike. But we know what a difficult time travel agents have had. 

“Abta LifeLine provided practical, emotional and financial support during this time to agents in real need. And now with the cost-of-living crisis we believe there will be more agents needing our support.”

Zina Bencheikh, managing director EMEA for Intrepid, said: “I’m delighted Abta Lifeline is getting behind National Travel Agent Day again. I’d love to see everyone donning their tropical shirts, having a fun day and raising money for agents in need.”