It comes as in late July Rhodes was beset by wildfires which rampaged through the island’s southern parts, forcing the evacuation of tens of thousands of holidaymakers.

Launching next year in cooperation with the government of the South Aegean, the project will aim to turn Rhodes into a “beacon” of sustainable tourism, creating hundreds of new jobs along the way.

“Forests are investments in the future,” said Thomas Ellerbeck, chair of the Tui Care Foundation, Tui’s non-profit arm. “Our goal is to plant at least five million trees in Tui forests around the world over the next three years.

“Such initiatives show that tourism is a driver of positive change – for today, and in the medium- and long-term."

Commenting on the initiative, Tui chief executive Sebastian Ebel said: “We are proud to be one of the founders of this pioneering initiative, both as a company and with the independent Tui Care Foundation.

"Sustainability is a top priority for Tui and was therefore also an important topic at our management conference."

UK customers will soon be able to support the initiative by adopting a tree when booking travel at Tui agencies, the company said.