Francis takes up a non-executive director post with the firm, which was launched in 2019 and now offers more than 10,000 tours worldwide.

The company gained an Atol during 2020, allowing customers to add their own flights. It also operates a trust account model, offering full financial protection.

Chief executive Chris Roche said: "I worked for Alex a number of years ago, and have experienced first-hand the impact he can make. Undoubtedly this appointment will accelerate our growth to be the global market leader in the adventure holiday space.”

The Adventure People is also hiring for a paid search manager, and plans to more than double the size of its sales and operations team.

"Our rate of growth allows the business to materially expand the team as the travel market bounces back from a horrendous two years," Roche added. "We are on the lookout for talent to join us on our journey to become the global market leader in adventure travel.”

Earlier this month, The Adventure People secured a seven-figure investment from former Bourne Leisure majority shareholders the Harris Family. The move will see Paul Harris join the operator’s board, bringing "a wealth" of travel and corporate finance experience.