The sector is being urged to film themselves – and/or their team – miming to a favourite destination-themed or travel-related song, and then to share it on social media using the hashtag #LaLaforLifeLine, with a £2 donation to Abta LifeLine on its JustGiving page.

Once posted, they can challenge another member of the industry to beat their efforts.

The finale will take place on Abta LifeLine’s Big Charity Day on March 31, when four finalists’ videos (decided jointly by TTG and Abta LifeLine) will go head-to-head, with whomever’s supporters donate most on the Just Giving page to secure their victory.

For those less keen on a lip-sync battle, Abta LifeLine hopes to encourage industry members to choose a destination, dress up according to their country and hold an international lunch while taking part in the destinations quiz, available on Abta LifeLine’s website.

Abta LifeLine director Trudie Drake said: “In 2016, Abta LifeLine helped our travel agent community in a variety of ways, from disability aids to white goods, making a garden safe and accessible, to help with essential household bills and food vouchers.

“We supported where it was needed most.”