Generation Aviation is part of the central authority’s 22-point plan to support aviation as it recovers from the pandemic, and forms part of the wider aviation strategy Flightpath to the Future.

The new campaign will help boost recruitment in the sector by raising awareness of aviation jobs, signposting training, careers and opportunities to people looking to enter or move up in the industry, championing the sector and driving research and data to highlight the issues it faces.

The government said the sector "requires new skills and a robust pool of talent" across a wide range of Science, Technology, Engineering and Mathematics (STEM) fields and other roles for it to "successfully" adapt.

The campaign was launched on Monday (31 October) at Heathrow’s Employment and Skills Academy.

Transport minister Baroness Vere said: "The aim of Generation Aviation is, quite simply, to build an aviation workforce fit for the future – a future that can only be realised by a new generation of aviation workers, from all corners of the country, representing the rich diversity of modern Britain."

This will be followed by several events over the coming days aimed at students, those already in other careers looking to make a future in aviation, as well as those already in the industry who are keen to progress or seek new skills and roles.