Davis will support Arena’s existing trade partners and work to generate new connections. The 3For team will also work with Arena to develop a number of brand ambassadors.

After joining MS Arena’s inaugural departure last month, Davis said there was a "real opportunity" to exploit a gap in the market for "good-quality and affordable" river cruising.

"The ship exceeded my expectations, with great facilities, excellent food and friendly service that makes it perfect for the UK market," he said

"Our role will be to bring this message to agents, spearheading face-to-face relationships and using connections forged over 45 years in the industry to open doors with potential new partners."

3For will provide marketing and promotional support, attend events and arrange agent training in conjunction with the Arena team.

Arena Travel managing director Steve Goodenough added: "We are delighted to have finally started sailing again and to have launched the MS Arena following two years of Covid-induced delays.

"Re-establishing relationships with existing trade partners and introducing our river cruise product to new agents is going to be absolutely key for us in fully getting back to ‘normal’, so we are very pleased to have 3For support our efforts.

"Their experience and connections will really complement our team’s work with the trade to date, and we look forward to welcoming more agents and their clients onboard soon."