The escorted touring specialist said although it was experiencing "strong demand" for its 2022 departures, it had also received many "much earlier than usual" bookings for the next two years as more countries ease their Covid-19 travel restrictions.

Head of trade sales Richard Forde said Newmarket has moved to capture this demand by releasing a "large number" of 2024 dates for much of its long-haul programme, including Africa and the US.

Popular tours include On Safari in South Africa, Elvis Presley’s Memphis, New Orleans and Nashville, and the Canadian Rockies.

“Demand for 2024 has been unexpectedly strong from the start of the year, and it’s clear that our customers are now eager to get their travel planning under way, having started booking holidays for both 2024 and 2023 as soon as restrictions began lifting," said Forde.

"Agents have been chomping at the bit to secure 2024 holidays for their customers, especially on our safari programme, Borneo, Costa Rica and the South American tours.”

Newmarket said that besides the UK easing its travel restrictions, many long-haul destinations – including South Africa, Kenya and Costa Rica – had now eased their pre-departure testing requirements, making it easier to travel confidently, and expected "many other countries to follow suit over the next few months".

“From the start of the year, demand for the 2024 season increased ten-fold compared with 2019," said Forde. "We have released dates for 2024 earlier than usual because of this, and we are adding more departures as our tours sell out.

"We believe customers have been saving up for and planning their trips during the pandemic, and they now want to spend money on wish-list, once-in-a-lifetime trips as soon as possible.”

Forde added the cost-of-living crisis was also having an effect on forward demand, with customers recognising prices are likely to increase in future. “With prices rising generally, customers are aware that if they want to secure their preferred destination and date at the best price, then now is the time to book.

"Agents are really helping us get that message across and our customers are reacting, securing both their long-haul and short-haul travel plans. It’s wonderful to see.”

Newmarket’s ongoing content-led campaign Reconnect. Reimagine. Rediscover is supported by a save 10% incentive on August, September and October departures booked by 5 June.