Forde, who took a break from the industry after leaving Newmarket last August after 15 years, has been appointed to a newly created sales director role at Involved.

The Leicestershire-based operator said Forde’s appointment was a "strategic hire" designed to bring the brand closer to the trade.

It also plans to hire an operations executive and assistant to further support agents, and to increase group bookings.

Forde said he had been attracted by Involved’s values, which he said matched his own, and its "holidays with walks" ethos.

In addition, he said the operator was appealing from a trade perspective, with its portfolio featuring some high demand no single supplement trips.

Involved currently offers more than 40 walking and birdwatching holidays across the UK and Europe, with departures from 18 regional airports across the UK. Its latest brochure is out now.

"We also have some exciting new product developments in the pipeline," he added. "I can’t wait to apply my years of experience to help agents and groups discover these exceptional offerings."

Steve West, founder and managing director of Involved Holidays, said Forde’s "deep industry knowledge" and "proven track record in sales and marketing" would be invaluable as the brand seeks to grow.

"We are also looking to expand our team further with the addition of an operations executive and assistant to support our increasing focus on trade and group bookings."

Forde joined Newmarket in 2010 as head of trade and was handed a wider partnerships brief in early 2024. He has been succeeded at Newmarket by Hayley Morris, who joined from Titan Travel.

Morris has in turn been replaced at Titan by Shane Lewis-Riley following his departure from Virgin Voyages.