Davis joins SAT from Booking.com where he was account manager. He has also previously held roles with STA Travel and G Adventures.

In his new post, Davis will lead on delivering trade training and coordinating trade engagement projects for SAT in the UK and Ireland. "South Africa is such a diverse, culturally rich country with some of the most iconic sights and activities," said Davis.

"The role is very varied with my responsibilities including travel shows, workshops, webinars, events, agent incentives and hosting educationals."

Davis joins SAT’s expanded trade team, working alongside campaigns and partnerships manager Rachel Lewis, trade relations officer Elisa Urdiales Perez del Molino, and marketing and communications officer Ewelina Turek.

Kgomotso Ramothea, SAT UK and Ireland acting hub head, added: "Our trade relationships are incredibly important to us, which is why we have expanded our team to ensure we can work even more closely with agents and tour operators to promote our beautiful country."

Davis’s appointment follows the launch of a new trade hub in partnership with Inspire My Holiday, which brings together information, imagery and resources for agents, including key contacts and a list of trade partners.