Hosts Ainsley Harriott and Grace Dent will travel the British Isles staying in Hoseasons properties, visiting lesser-known parts of the country and experiencing local cuisines before cooking dishes for one another in the new show called Best of British by the Sea.

Hoseasons is part-funding the show, its first branded entertainment campaign, which will see the two hosts call in south Devon, the Isle of Wight, Carmarthenshire, Aberdeenshire, and Norwich and Great Yarmouth in the five-part series, which will air on More 4.

The brand is hoping for a further uptick in sales as a result after already claiming an 11% increase in bookings so far this year compared with the same period in 2019 following the domestic holiday boom during the Covid crisis.

Tourist boards and county and borough councils will provide secondary sponsorship in the Norwich, Great Yarmouth, Isle of Wight, Carmarthenshire, and Aberdeenshire episodes of the series.

Paul Evans, vice-president of portfolio at Hoseasons parent Awaze, said: "The staycation has never been more popular, and it’s great to be doing our bit to help showcase some of the amazing places that are out there to be discovered and experienced along our fantastic shores.”