Tens of thousands of Brits descend on the Balearic Islands every year, but it seems the hit ITV2 show has only fuelled the nation’s love of the island retreat.

Love Island returned to our screens last night, complete with new travel partner Jet2holidays keen to tap into the show’s millennial viewer base.

Now, research by eDreams.co.uk claims to have revealed a 23% increase in Britons travelling to Majorca compared against this time last year.

It says the Spanish island where the show is filmed is now the second most popular holiday destination for Brits, second only to Malaga and up six places on 2017.

Alicante, Malta and Barcelona round out the top five, according to eDreams, followed by Faro, Lisbon, Paris, Bucharest and Split.

Jet2holidays will run TV, digital and social media advertising campaigns to support its Love Island partnership, and launch a dedicated microsite featuring exclusive content for fans.

The Leeds-based tour operator believes the deal with ITV will place its brand in front of a key millennial and young adult target audience.