The tie-up will see the Travel Foundation help Travel Counsellors develop its own internal training programme and to introduce more sustainable practices across the business.

The charity will also aid Travel Counsellors to highlight more sustainable products and ancillaries which could be sold to customers and Travel Counsellors will offer donations to the Travel Foundation’s worldwide research and destination projects.

Steve Byrne, Travel Counsellors chief executive, said: “We are a business that puts people at its heart and that includes how we support our people, customers and our wider communities, both in which we live and in which we send our customers to every day.

"As a fast-growing travel business, it’s our duty to make sure this is done in a responsible way - the partnership with the Travel Foundation will help to ensure our only impact is a positive one.

“Sustainable travel is related with a more authentic travel experiences, visiting unspoilt places, which is truly reflective of our focus on providing this type of experiential travel to our customers.”

Salli Felton, Travel Foundation chief executive, said: “Our partners are leaders and visionaries of the industry; those who understand and can help shape the impacts tourism, to make sure our holidays are the best they can be for people and planet.

"Having Travel Counsellors onboard is a fantastic endorsement of our work, and takes us a big step closer towards making sustainable tourism mainstream.”