Abtar has held previous roles with Intrepid and the Caribbean Tourism Organisation and has also worked with Women in Travel CIC and ITT Future You. Her new role will be focused on driving marketing initiatives, brand elevation and partnerships.

Price, who has more than 15 years experience across various sales, product and contracting roles, will be looking at ways to drive sales through identifying new partnerships and expanding the range of destinations and experiences on offer from Not in the Guidebooks.

Carol Savage, chief executive and founder of Not in the Guidebooks, said: "We are delighted to welcome both Huw and Jamie-Lee onto the team.

"Jamie-Lee brings with her a wealth of experience and a decade of crafting strategies for travel and lifestyle brands, while Huw has a great deal of knowledge of product and contracting."

Abtar added: "I’m thrilled to be joining the Not in the Guidebooks team where I can contribute to the impressive groundwork they’ve laid since launch. This decision was easily made due to my profound dedication to the transformative influence of travel on local societies."

Price said: "I have a huge passion for sustainable travel, and I am very much looking forward to working with the team to help grow and develop the brand as the leading name in sustainable and experiential travel."