Speaking at Barrhead’s first overseas conference in Majorca on Wednesday (4 October), Nicki Tempest-Mitchell said: "Partnerships with tourist boards, individual states, operators, hotel groups and cruise lines have helped us lay the crucial foundation for a successful [US division] launch.

"It’s time to build on that momentum and work to introduce more UK holidaymakers to even more of the US."

The announcement comes after Barrhead delivered a 26% increase in performance compared to pre-pandemic levels. As part of its expansion, Barrhead earlier this year lifted the lid on its touring and adventure division, which has more than doubled in size (+102%) over the past year

Tempest-Mitchell added: “We took a thorough overview and this is really delivering some rapid growth for us."

All other sectors have reported a strong growth, with cruise up 69% in the year to date, while general spending has surged by £683 per person despite ongoing financial challenges such as the cost of living squeeze and higher inflation rates.

Tempest-Mitchell’s words were echoed by president Jacqueline Dobson who, in her opening address, said Barrhead would continue with its high street expansion.

"We’re not aiming to be on every high street in the UK... we’re aiming to be the best, not the biggest. The sky’s the limit when it comes to opportunity," she said.