The OTA said the TV advertising campaign, which launched on Christmas Day last year, had been “successful”. The new sponsorship will see it a short ident at the start of each episode of Benidorm after ad breaks.

Made entirely out of sand, The Beach is intended as a “happy, fun-loving, playful character”.

The new series of Benidorm is filmed at the Sol Pelicanos Ocas Hotel in the heart of Benidorm and will hit the screens on Wednesday February 28 at 9pm.

A one-off show ‘Benidorm: 10 Years on Holiday” documentary, celebrating 10 years of the show, will air tonight (Tuesday) at 9pm.

Benidorm and the Costa Blanca region of Spain is one of the online travel agent’s most popular summer sun destinations with early booking data showing the destination is set to be the third most popular hot spot amongst its customers this summer.

Alistair Daly, chief marketing officer at On the Beach, said: “Once again, we are delighted to be associated with such an iconic British comedy. The show remains a firm favourite amongst British television viewers and no doubt many of our customers and we are sure the new season will prove a big hit.”