The company has seen the North African destination attract both the high-end and the value-end of the market.

Speaking on BBC Radio 4’s Today Programme on Friday (21 April), Thomas Cook chief executive Alan French said the brand’s booking figures are almost double what they were compared with the same time last year, despite macro-economic challenges. 

"Favourites such as Spain, Greece and Turkey are doing well, but people are looking further afield to places such as North Africa," he said.
 
"Some people are booking fairly last minute, and certainly more last minute than they were three years ago. It’s clear that people really value the quality of family time, and time with loved ones that they get when they go on holiday."
 
He said there was an increase in the number of holidays being booked with people choosing shorter breaks, with customers opting to take shorter breaks with family.

"We don’t think that this is a substitute for summer holidays; we think that customers are valuing time together, booking shorter breaks such as city breaks, and then will be looking closely for value for their summer holiday," he added.