The Travel Village has launched a dedicated adventures and tours division, expecting the sector to match its fast-growing river cruise business rivercruising.co.uk.
Phil Nuttall, managing director of the Blackpool-based agency, said the sector had the potential for “endless” growth and was the “logical next step” for a business focused on cruise through its main brand The Cruise Village.
He said: “When you look at the number of operators focusing on the adventures and tours sector, it’s massive.
“It’s a market that’s always been there, but in terms of agents being focused on it, it’s quite new.”
Nuttall’s stepson Daniel will head The Travel Village Adventures and Tours, which will be based at the firm’s Blackpool store and have its own website: adventuresandtours.co.uk.
Nuttall said: “We’ve seen a huge growth in river cruise in the last five years, but that sector has limited stock, whereas adventure and touring has global potential; it’s endless.
“We have always viewed this market as a logical next step.”
He added that customer demand would determine which destinations the brand focused on.
Nuttall said he would initially work exclusively with suppliers that are members of new trade body the Association of Touring & Adventure Suppliers (Atas).
Nuttall plans to hire more sales staff “within two or three years”, adding that a balance of youth and experience was required.
Representatives will attend the inaugural Atas Conference on October 18 in Birmingham.
Nuttall added: “Atas has come at just the right time for us.
“I have great relationships with many of the suppliers, going back more years than I care to mention.
“But I am under no illusion there’s a great deal of hard work, learning and training ahead.”