All Leisure Group has joined forces with the Just a Drop charity and launched an appeal to the industry to raise funds for the Just Help Haiti campaign.
The one-off fund aims to raise £1 million to provide urgently needed water and sanitation aid as well as helping to guarantee long-term clean water supply.
All Leisure Group chairman Roger Allard said the company had donated £25,000 to the fund, a figure that has been matched by Kuoni, P&O Ferries, Shearings, Thomas Cook Group and TUI Travel.
Allard said: “This tragic disaster has left Haiti with enormous challenges to overcome and long after the headlines have gone, the people of Haiti will still need our support.
“By raising £1 million we hope to aid the urgent water shortage problems and, just as importantly, help with the vital ongoing support to ensure that the recovery process is sustained.
“We implore the industry to rally behind this campaign to help raise our first target of £250,000.”
Thomas Cook Group chief executive Manny Fontenla-Nova said: “We have already been involved in transporting aid, as well as involving many of our customers and our people in the Dominican Republic.
“We are equally concerned to help the people of this devastated country recover from the impacts of the earthquake.”
TUI Travel chief executive Peter Long added: “Many of our colleagues in the Dominican Republic with relatives in Haiti have been affected by the disaster and this is an issue that is close to our hearts.
“We want to help the long-term redevelopment programme in Haiti, and TUI Travel fully supports the work being done by Just a Drop to help displaced communities safely return to their homes.”
Just a Drop chairman Fiona Jeffery welcomed the aid efforts so far but urged the trade to do more, adding: “It is great that the travel and tourism industry are collectively getting behind Just Help Haiti so wholeheartedly and I’m extremely grateful for all the donations that have already been made through this partnership initiative.
“Where Just a Drop makes a real difference is in the work following the emergency relief effort.
“That’s when its field operatives will look to create sustainable water and sanitation solutions for communities, encouraging them back to their homes, villages and schools so they are not locked in temporary refugee camps for too long.”
The Co-operative Travel is also raising money for the charity having set up a Just Giving web page and will hold a draw, giving one donor the chance to win a holiday for two in Cancun, Mexico.