Industry stalwart John Hays said he felt “genuinely humbled” to receive the honour after it was granted during a city council meeting.

The Sunderland native, who has worked in travel for more than 30 years, currently runs the UK’s largest independent travel agent with more than 100 retail stores – opening the first in 1980.

Among its staff, the business has around 400 employees based at its headquarters in Vine Place in the north-east city.

During the meeting the council also chose former Sunderland goalkeeper Jimmy Montgomery for the honour, while previous holders of the title include former Sunderland chairman Niall Quinn and journalist Kate Adie.

Hays said he was delighted to receive the award.

"I feel genuinely humbled and emotional to be recognised by my home city in this way. It is a real honour of which I am extremely proud,” he said.

In bestowing the honour upon Hays, leader of Sunderland City Council, Cllr Paul Watson said the city was “very proud” of the travel boss.

"John Hays has built his company up into a household name,” said Cllr Watson. “He is very proud of his commitments to Sunderland, he is proud of his staff, and we are very proud of him."