The group took the strategic decision to leave Kings Norton in south Birmingham after a decade following the business’s emergence from the Covid crisis and its recent expansion.

It said a "bright light" now shined on the city centre following the Commonwealth Games, and was becoming an increasingly sought after place to live and work.

Attraction World’s new HQ at New Oxford House on Waterloo Street is located next to Victoria Square, less than a five-minute walk from Birmingham New Street station.

The group said the move would make the business more accessible for visiting partners and clients, strengthening business connections, as well as for its staff.

Chief executive Oliver Nicholls said AWG was proud to call Birmingham home. "Having looked at options for office space across the UK, the obvious choice was to remain in Birmingham," he said.

"Our new building boasts a prime location within the business district, adjacent to the town hall, and is a space where we can grow the team and attract the industry’s best raw talent. As a very proud Brummie, I believe that this is a space where the team will evolve as we strive to become the best place to work in travel."

Chief operating officer Justin Mahoney added: "We have whole-heartedly embraced a hybrid way of working post-pandemic, but what was so important to Olly and me was to create an office hub which was welcoming, fresh and crucially, located in a place where there was a real buzz, where things are happening on our doorstep, and where the team could immerse themselves into city life.

"We’re creating a culture which majors in team welfare, enjoyment and one of feeling part of a family – the new office move plays a big part in supporting this and we can’t wait to showcase it to our partners."