The former Cosmos Tours and Cruises product and commercial director will join the French river cruise line on March 1 and report to international sales director Michel Grimm, who is based in Strasbourg.

Fair, who was also commercial director at 1st4cruising, will work closely with CroisiEurope’s UK head of sales and marketing, Gabrielle Alam, as the pair look to take the line “to the next level in the UK,” the company said.

Alam will focus on increasing trade marketing and PR as well as maintaining and developing group business opportunities.

Grimm said: “We’re excited to welcome John to lead and develop our UK team. He brings with him a wealth of experience in both the river cruise industry and the wider UK outbound travel industry.

“His long-standing trade relationships will help us to raise CroisiEurope’s profile within the UK travel agent and tour operator community and help us achieve our aim of increasing sales via all UK trade channels.

“He will ensure agents have the support and training they need to successfully market and sell CroisiEurope Cruises to their clients.”

Fair added: “CroisiEurope is Europe’s largest and most innovative river cruise operator with 50 ships and well-established programmes on all the major European rivers, as well as an ever-growing long-haul capacity in the Far East, Africa and Canada.

“They are also pioneers in terms of onboard ship technologies including paddle wheels which have opened rivers such as the Loire to the UK market. My task will be to showcase the range of river cruises and ships available to the UK trade as well as ensuring agents are confident to offer such an excellent value for money product to their clients.”