Lee Rogers will be responsible for leading Canadian Affair’s agent engagement in the newly created role, including agreeing contracts with partners, overseeing training, roadshows and fam trips and product updates.

Her appointment follows the operator’s announcement in September that it would widen its distribution channels and sell through agents for the first time.

Canadian Affair also revealed it would launch an online portal next month enabling agents to “browse, explore and book” holidays and flights to Canada.

Rogers, who joined Canadian Affair in 1999, is currently the company’s product and commercial director, responsible for developing the company’s product portfolio and its relationships with Canada-based product suppliers.

Canadian Affair said it was planning “a wide range of activity” for its trade partners in the coming year, including roadshow events across the UK, and a series of fam trips to different parts of Canada to “showcase its versatility and appeal as a holiday destination”.

Chris Hedley, managing director of Canadian Affair, said: “With her comprehensive knowledge of our product offering and her proven track record in developing relationships, Lee is the ideal person to lead our travel trade engagement.

“She has already played an instrumental role in concluding agreements with a number of travel trade partners, who between them are now offering Canadian Affair’s products to their customers at over 2,000 outlets across the UK.”

Rogers added: “Our travel agent partners are an integral part of our future success, and I look forward to strengthening and broadening our engagement with them in the months ahead.”