Hayre, who joined Birmingham-based Attraction World in 2018 as a business development manager, will now have responsibility for the strategic direction and operation of the company’s retail division.

Group chief executive Olly Nicholls said: "When we recognised the need to appoint a retail director, Kelly was the only candidate we considered.

"Her track record within Attraction World speaks for itself, but it was her direct comparison with industry peers that truly highlighted her exceptional capabilities.”

In one of her first moves in her new role, Hayre has recruited Carly-Ann Moore as commercial account manager who will join Attraction World from the middle of this month.

Moore has previously held roles at travel firms such as AmaWaterways and JTA Travel.

Hayre said: “As retail director, my primary goal is to support the team with our growth strategies throughout 2024 and beyond, focusing on technological advancements, team expansion and product differentiation to adapt to the dynamic market trends."

As part of the expansion of her team, Hayre is looking to recruit a business engagement executive to look after southwest England and Wales.