Kuoni chief Derek Jones has posted a spoof advert on social media after a government-backed advert suggesting workers in the arts sector should consider a career in cyber security was scrapped.

The controversial advert, which was created by the Cyber First campaign and was described by culture secretary Oliver Dowden as “crass”, featured a ballet dancer alongside the words: “Fatima’s next job could be in cyber (she just doesn’t know it yet).”

In response, Jones posted a photograph of himself on Twitter with the caption: “Derek’s next job will still be in travel (and he knows it)”, adding: “…because it’s a passion not an occupation”.

The tweet received more than 100 likes, with one Twitter user, dantheforestman, saying: “Love this. Met my beautiful wife in 2002 whilst repping in Tenerife. 8 wonderful years working overseas and 17 years together this year! “Do something you love and you’ll never work a day in your life.”