Jim Forward will join the escorted touring and river cruise specialist on December 1.

Forward joins from walking holiday co-operative HF Holidays where he held the role of chief executive.

He is a previous managing director of Warner Leisure Hotels and head of sals and marketing for Butlin’s.

David Clemson, Riviera chief executive, said: “Jim brings a wealth of travel industry experience to the Riviera Travel team and we are thrilled to have him on board.

“We have exciting growth opportunities ahead, and Jim’s expertise will be instrumental as we evolve our existing specialist travel products and branch into new areas of the market.”

Forward added: “I have long admired the Riviera Travel brand, the exceptional levels of customer service and the diverse travel experiences that the company offers.

“I am delighted to be joining the team and look forward to building on Riviera Travel’s exemplary product proposition and core values as part of a wider commercial strategy.”