An international tobacco company is using the platform of World Travel Market to call on the travel industry to help “accelerate the achievement of a smoke-free world”.

Philip Morris International claims to have a vision where smokers who would otherwise continue to smoke replace cigarettes with better alternatives.

The company has spent more than $4.5 billion on research, development and production facilities to provide adult smokers with “less harmful” options.

“The travel industry can play a key role in advancing the vision of a smoke-free future for the benefit of people who smoke, public health and society at large,” the company said.

More than 1,000 hotels around the world welcome the use of one of PMI’s smoke-free alternatives, IQOS, which heats tobacco instead of burning it.

The Greek island of Astypalea aims to become the first smoke-free island in the world.

Astypalea is encouraging adult smokers to quit and those who would otherwise continue smoking to switch to smoke-free alternatives.

Luxury properties including the Trois Couronnes Hotel in Switzerland, the Grand Hotel Majestic Gia Baglioni in Italy, the Radisson Royal Hotel St Petersburg as well as hotels like the Me and All Hotel in Germany and the Akasaka Urban Hotel in Japan, offer IQOS-friendly rooms, and in some cases, allow the use of smoke-free products in common areas.

Evidence shows that IQOS does not negatively affect indoor air quality, the company claims

Many hotels have converted smoking lounges and rooms into areas for smoke-free alternatives, and provide a trial kit and guidance to their adult smoker guests interested in switching to better alternatives, like IQOS, during their stay.

Pmi global head of business incubation Thomas McGrath, said: “Our aim is to further encourage a growing number of men and women who would otherwise continue to smoke to switch to smoke-free alternatives.

“Hotels, restaurants and others in the travel industry accommodate smokers and non-smokers every day and can play a key role in accelerating the achievement of a world without cigarettes.”

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and event microsite