The duo – who were a part of the team which launched Encore Tickets in 2000 – has started Ticketpipe to help tour operators, group travel organisers and tourism businesses book shows on behalf of their clients.
The brand has spent the summer agreeing primary agency status with theatres and operating a number of groups ahead of its official launch in November.
Wales said: "Tourism to London is returning and those visitors want to experience the capital’s Theatreland and see the shows they have heard so much about.
"But, during the pandemic period there has been a void in serving the travel trade. As a result the important business sector has not had the attention it needs so has not been recovering as quickly as it should."
