The company says it has more than doubled UK revenue since 2012, with the UK now making up APT’s second-largest market behind Australia and accounting for 75% of guests on Burma sailings.

Nicole De Wilde, sales and marketing vice-president for North America, the UK and Europe, said that with 80% of sales made through the trade, APT had strengthened its presence in the UK by increasing its marketing and trade support teams.

“The trade should stay tuned, because they will be hearing and seeing more from us. We are committed to working closely with agents and are very trade-friendly.”

To show its support, the company took its top-performing retailers, including Blue Water Holidays and The Luxury Cruise Company, to its annual agent-focused Diamond Awards held during a special Rhine cruise.

It is the first time UK companies have been recognised in the awards with Reader Offers and Cruise.co.uk winning accolades for outstanding achievement in Asia and Europe river cruising, respectively.

APT founder Geoff McGeary, who led the delegation of company bosses for the week-long sailing, said cruising now accounted for 85% of the company’s product range and he felt the company’s broad selection of options heightened its appeal among UK travellers.

“The future is positive and I feel we are well positioned as a lot of our competitors have a strong North American bias,” he said, in reference to this year’s downturn in US visitors amid terrorism fears in Europe.

Having appointed a new advertising agency and PR firm, APT will expand its river cruise range with a new Douro itinerary for 2017 on its premium Travelmarvel brand. It is also looking to add Russia departures.