The move marks a new stage in the development of JTA Travel Group, which was established in 1972 and has grown to become one of the UK's leading independent travel businesses.

JTA Holidays Ireland will provide Irish travel agents with access to the extensive product range available through JTA Holidays and Belleair Holidays, alongside competitive pricing, dedicated trade support, agent rewards and a programme of incentives and competitions.

The new operation is headed by Country Manager Katie Nolan, who has more than 18 years of experience across retail, corporate and leisure travel and brings extensive knowledge of the Irish travel market.

A programme of trade activity will accompany the launch, including agent training, supplier events and visits across the Republic of Ireland. Launch competitions will give agents the opportunity to win prizes including a 10-night Orlando holiday, a weekend in Athens and a place on a familiarisation trip, with further incentives planned.

Wayne Darrock, CEO of JTA Travel Group, said: "Expanding beyond the UK is an important step for JTA Travel Group and one we have approached with considerable thought and investment.

"We have built the business over many years by working closely with the travel trade, and we see a strong opportunity to establish JTA Holidays Ireland in the market."

JTA Holidays Ireland officially launched on 6 October.