The most recent positive development is the long-awaited reopening of Laos with no quarantine, testing or travel restrictions for vaccinated travellers. This move follows Malaysia (1 April) and New Zealand (13 April).

We also know Japan is now aiming to reopen this summer. A golden opportunity now awaits travel agents selling Pacific Asia holidays, and we are already seeing a resurgence in bookings to the region.

Kew Bridge Travel’s enquiries have returned to at least 80% of pre-Covid levels, with the two most popular destinations being Australia and Thailand. Both countries have adopted a pragmatic approach to restarting tourism, and their easing of travel rules has driven this increase in interest.

As other destinations follow suit, there will be huge opportunities for agents to sell the region’s much loved multicentre itineraries again.

Agents should capitalise on the shift from domestic to international travel this year as travellers trade the UK for sunnier destinations. With the Asia Pacific region offering great weather, rich experiences and value for money, it’s a great holiday option.

We appreciate there is the cost-of-living crisis, and that more consumers are becoming more budget-conscious than ever. But for those still desperate for a holiday this year, Asia – in particular – offers a premium holiday at a reasonable price, and still gives scope for agents to upsell room categories, excursions and experiences.

We know there is still a degree of hesitation selling, or travelling to, the region due to the stringent Covid-19 measures that have previously been in place, but these have very much eased – and that is an important message for to get across.

Pata UK and Ireland has recently ramped up its agent education programme, including a return to regional in-person training across the UK, with more events planned.

With many of the region’s other popular countries open and accessible again, including Vietnam, Cambodia, Dubai, the Maldives and Singapore, Asia Pacific is most definitely back in business.

John Coles is director of Kew Bridge Travel, and is Pata UK and Ireland’s travel agent spokesperson.