The APT Travel Group is the latest industry firm to donate money towards Australian bushfire relief efforts.
The Melbourne-based touring and river cruise operator has provided A$100,000 (£52,000) via the group’s One Tomorrow Charitable Fund.
Any additional money raised through staff activities will also be match funded.
Hundreds of bushfires have burnt across Australia for months, killing at least 28 people and destroying more than 2,000 homes.
People in Melbourne were enduring a second consecutive day of “hazardous” air quality on Tuesday, prompting concerns about public health.
More than 100 fires continue to burn in the east of the country, however cooler conditions in recent days and forecast rain have aided firefighting efforts.
APT follows Carnival Corporation, Norwegian Cruise Line Holdings and Fred Olsen Cruise Lines in providing financial support to combat the bushfires crisis.
APT UK & Europe managing director Paul Melinis said: “We are all deeply saddened by the current bushfire tragedy unfolding across Australia and our thoughts are with all those who have impacted.
“I’m pleased to share that through our One Tomorrow Charitable Fund, we have made a donation of A$100,000 towards the bushfire appeal which will assist wildlife and the affected communities.
“Any additional fundraising undertaken by staff is also being matched by the fund.”
He added: “Going forward, we are committed as a business to our ongoing support of tourism and travel into these affected areas, supporting the people, the communities and Australia as an outstanding holiday destination.”
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