MAGIC Travel Group is to focus on its core destinations after dropping a range of poor selling European cities and the entire long-haul portfolio from its cities programme.
The operator has instead added 30 cities in Italy, Spain, Portugal and France.
Only its best-selling cities outside of these countries have been retained, including Amsterdam, Prague and Dublin.
Among the long-haul destinations to be dropped are Bangkok, Jerusalem, New York, Washington and Dubai while Cairo, Warsaw and Cracow have also gone.
Marketing director Helen Baker said: “It made sense to focus on the countries where we have specialist knowledge. This move will differentiate us from our competitors.”
She said a number of lesser known cities in its core destinations will appeal to more adventurous travellers.
New cities in Italy include Assisi, Gubbio, Padua and Siena while Ronda, Santander and Toledo are new in Spain.
Cascais and Estoril join Lisbon in the programme and in France additions include Lille, Rouen, Lyon and Cannes.
A number of two-centre options are included after a study revealed 25% of customers take a short break of four nights or longer.
Pre-bookable visits to the opera and museums are featured along with football matches for the first time.
In response to a telephone survey with agents, the brochure design has also been revamped with new grid-like layouts, temperature charts, distances and maps.
“The aim is to make it more user friendly and informative which will be easier for agents to sell the product,” said Baker.
Prices start at £85 for two nights at the two-star Des Carnes in Rouen with ferry travel.