National Travel Agent Day UK will be held on Friday 24 July to coincide with what would be in better times the country’s usual summer holiday exodus.
The campaign mirrors efforts in Australia and North America where travel agents are honoured annually.
"Until now, no such day has officially existed in the UK, unlike in other parts of the world," said Intrepid managing director EMEA Zina Bencheikh.
“Even when Covid-19 is behind us, we believe National Travel Agent Day UK warrants a permanent place in our national calendar to serve as a reminder of the crucial role agents play both during a crisis and getting businesses back on their feet, and as a way of giving travel agencies the recognition so often overlooked by the high street.”
Intrepid wants industry partners, the media and customers to come together in celebration of agents; the event will be held annually on the last Friday of the UK school term.
Other travel businesses, such as operators and cruise lines, are encouraged to "get creative" in how they celebrate and thank agents, with the first such event in the UK set to take place virtually owing to the coronavirus pandemic.
"We feel now more than ever is the time to get behind the travel agent community and show our appreciation for everything they do, especially [given] the difficult challenges Covid-19 has presented,” Bencheikh added.
“We want to officially recognise agents on National Travel Agent Day UK for their hard efforts as frontline workers, dealing with this crisis firsthand and their important role in helping to keep the UK travel industry afloat.
“With Covid-19 hitting the industry hard in recent months and government guidelines rapidly changing, we understand the difficulties many agents have experienced, such as dealing with frustrated and confused customers.
“National Travel Agent Day UK is a chance for all those connected to our industry, including travel organisations, airlines, operators, travel journalists and customers themselves, to take a moment to thank agents for their patience and resilience in this most challenging of times.”
The event has been registered by Year Ahead as a national day in the UK calendar, and Intrepid is encouraging people and businesses to use the #NTADUK hashtag on the day.
For more information, or to sign up for the National Travel Agent Day virtual appreciation event, visit intrepidtravel.com/uk/national-travel-agent-day.
