The agency is a relocation of Tui’s existing store in the city’s Pinstone Street and the move comes after Tui Airways last month launched new Dreamliner flights from Doncaster Sheffield airport to Orlando Sanford in Florida.

Stephen Bracegirdle, Tui’s head of retail, said: “With the launch of this new store and a wide range of holidays, including the family favorite of Florida now available from Doncaster Sheffield airport, this is a really exciting time for the region.

“We’re delighted that our brand-new Tui store in Sheffield is now open. Our excellent team there is able to offer customers a personalised experience to find them the perfect holiday.”

The shop features “booth-style” seating allowing customers to see their holiday plans on a screen as they discuss options with a consultant. Other facilities include a travel money desk and a welcome bar.

Staff from Doncaster Sheffield airport also visited the new agency to mark the opening.

Chris Harcombe, aviation development director at Doncaster Sheffield, added: “This new investment by Tui in a state-of-the-art store is real testament to the demand to fly locally.”