The operator said World Tourism Day (Wednesday 27 September) was providing the “perfect opportunity” to push for more  “eco-tourism and holidays that offer more than simply sitting on a beach.”

“There is a growing number of people who are increasingly looking for a different experience, one that is kinder to the environment and an experience that contributes to destinations and communities who rely so heavily on inbound tourists,” said chief executive Carol Savage on Wednesday (27 September).

According to Savage, agents need to familiarise more with offering experiential and sustainable holiday options to respond to a booming demand from customers.

“More and more Brits are looking for experiential itineraries that enable them to connect with locals and feel the beating heart of the place they visit, with a perfect balance of local adventure and relaxation,” she added. 

“We want to help [agents] navigate the path of offering holidays that allow holidaymakers to get under the skin of a destination. They don’t need to be experts as we are.”