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Agents should become 'famous' in their local areas to distinguish their businesses from rivals.

Triton Travel director Helen Burgess, who is also managing director of Pursers and Didsbury Travel, said agents should promote themselves, for example, by entering competitions to win business awards.

"You have to be locally famous for something to make a connection with local people and businesses."

Agents could then use awards to promote themselves in a variety of ways to a local audience, such as on cinema screens, she said.

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