Flight Centre, Kuoni, Thomas Cook and BA Holidays are backing a new TV tourism push for Thailand.

They will each have a quarter share as the call to action in the Tourism Authority of Thailand’s new TV campaign which screens from today (Monday).

Each firm is also committed to supporting activity including digital and print advertising and in-store promotions.

The ‘Open to the New Shades’ advert will run for four weeks on ITV, Sky, E4 and More4.

TAT London director, Chiravadee Khunsub, said: “We are thrilled to be investing in a national campaign which has a strong focus on driving visitors from the UK.

“A campaign of this size demonstrates our commitment to the UK which continues to be one of Thailand’s most important source markets.

“We look forward to positive results, helping us to achieve our goals of year-round visitation, increased spend and higher dispersal throughout Thailand.”