The Globus brands have launched an agent incentive to celebrate the inaugural National Travel Agent Day in the UK on July 24 – and to thank travel agents for their support.

Globus, Cosmos and Avalon Waterways are offering agents the opportunity to earn £50 Love to Shop vouchers per booking, from July 23 until July 27.

Agents booking the brands’ tours and cruises need to email agencysales@cosmos.co.uk to log the sales to receive their voucher.

A consumer-facing booklet has also been created, highlighting why travel agents are so important.

Janet Parton, director of sales and marketing at Globus, Cosmos and Avalon Waterways, said: “It has been an incredibly challenging time for travel agents in recent months.

“In celebration of National Travel Agent Day, we wanted to show our support and thanks with a new incentive as customers return to booking holidays.

“We hope to highlight to customers the benefits of booking our tours and cruises through travel agents with our new booklet.”

The booklet is being sent to the brands’ databases and will be highlighted on social media channels.

The UK National Travel Agent Day is an initiative launched by Intrepid Travel. The operator invited all travel suppliers to “join in celebrating the valuable role agents play in supporting the UK travel industry and holidaymakers”.