Cook’s collaboration with the Hainan Provincial Tourism Development Commission will firstly focus on promoting Sanya, a city on the south coast of China’s Hainan Island, in the UK market through an integrated sales and marketing plan.

The creation of the programme coincides with the launch of direct flights from Heathrow to Sanya Phoenix International airport with China Southern Airline.

China’s government also recently announced a series of policies aimed at developing international tourism for Hainan Island, including 30-day visa-free visits for travellers from 59 countries.

Among the packages on offer, which are available year-round from November, Cook is offering a nine-night break in Sanya from £799pp, based on two adults sharing.

The programme will boast five beachfront hotels in Yalong Bay, Sanya Bay and Haitang Bay.

Peter Fankhauser, Thomas Cook Group, said: “Sanya is a great new addition to our long-haul offering, providing even more choice to customers looking for a sun and beach holiday in south-east Asia.

“With our reach to more than 20 million European customers, I am confident that our partnership with Hainan will help to put Sanya on the international tourist map.”