The new venture aims to supply experiences and attractions to power Holiday Extras’ short break expansion while helping to grow its portfolio of UK offerings.

The move comes following Phillipa Standley’s promotion to head of product for Attraction World in July after the firm was bought by Dutch travel investment firm in deal which aimed to bring synergies to the UK brand.

The acquisition saw then chief commercial officer Olly Nicholls move to the role of chief executive. 

Nicholls said the recent partnership "opens up a host of great experiences for Holiday Extras customers".

"It is great to partner with Holiday Extras," he added. "Both Attraction World and Holiday Extras are huge UK brands. During what has been a very difficult time for the travel industry globally, it is great to see such iconic brands collaborating."

In May 2021, Holiday Extras unveiled a brand-wide strategy and vision designed to capitalise on the resumption of international travel and target the domestic holiday market.

The firm committed to a £1 million-plus recruitment drive for more than 50 roles across the business and appointed Elizabeth Hogg as chief operating officer. 

It also announced plans to venture into the domestic short-breaks market.

Sean Hagger, managing director of Holiday Extras Breaks, said Attraction World’s range of experiences were a "perfect addition" to extend and grow the company’s offering.

"Holiday Extras helps people make the most of their free time, picking the perfect combination of hotels and attractions for their UK breaks," he added.

"We’re looking forward to expanding the huge range of UK breaks we offer, beyond theatre, theme parks, London city breaks and more."