More than 3,000 Virgin Experience Days activities are to be distributed to the UK travel trade via a tie-in with Attraction World Group (AWG).
The AWG trade team will work with agents to showcase the range of experiences offered by Virgin Experience Days, such as balloon flights, go-karting and spa days.
The aim is to increase the visibility of the Virgin Experience Days brand on the high street.
AWG chief executive Olly Nicholls said: “For many years, we have been selling experience days, and days out, but we believe that our collaboration with Virgin Experience Days presents an incredibly exciting opportunity.
“The brand is widely recognised for excellence within the trade, and their product portfolio, both in the UK and soon in the US, one of our main markets, is exceptionally exciting.
“The teams on both sides are highly enthusiastic about the potential of this partnership.
“We will kick off this partnership with fantastic incentives for all our trade partners and will bring these experiences to life. Personally, as a long-time admirer of the Virgin brand, I’m extremely excited about how we will develop this partnership and bring more outstanding products to our retail partners.”
Global experiences manager Charlotte Earless, who concluded the deal, added: “I am thrilled to be working with such a well-known brand in this space, and I am excited to be bringing this brand to the UK travel trade.
“This partnership ensures we continue to work with partners who are aligned with our values to deliver the highest quality experiences and attractions. I look forward to successful partnership with Virgin Experience Days.”