Smith joins Balkan after spells on the road for builders merchant Jewsons and also Coca Cola following her career as an agent.

Her appointment sees existing Balkan RSM Wayne Szczambura take over responsibility for looking after Balkan’s agent partners in central England and north Wales.

Smith said she was thrilled to be returning to the travel industry. "My passion for the industry has never been rivalled and, although I’m forever grateful for the fantastic opportunities I’ve had over the years, it was inevitable I’d always go back to my roots.

"I can’t wait to get out there and meet all the superb agents that are supporting us and our fantastic destinations daily."

National sales manager Lynsey Jones said: "From the moment I met Natasha, I knew she would be the perfect fit for our trade team – her friendly personality, skills and expertise from her previous roles, as well as her travel agent experience, will make her a great addition. I’m excited to see what fresh ideas Natasha will bring to the role."

Balkan head of product and commercial Andy Jones added: "We are all really excited to have Natasha on board and I am sure that she will hit the ground running. Her passion, enthusiasm and drive is infectious and will certainly allow her to thrive and deliver in this new exciting role."