The Association of Touring & Adventure Suppliers has teamed up with publishing giant Hearst UK to offer agent and supplier members the opportunity to take part in a virtual “cook-along” with top chef Cher Loh.

The event is one of a number of social sessions during the association’s Virtual Touring and Adventure Week, which takes place from October 19-23.

Loh is head tutor at the Good Housekeeping Institute, the consumer research centre associated with Britain’s biggest-selling lifestyle magazine. He has cooked in restaurants including Nobu, One Great George Street and 28-50, and has also worked in cookery education alongside chefs including Antonio Carluccio, Adam Byatt and Nieves Barragán Mohacho.

He will cook one of three dishes, with the chosen dish selected by members in advance via a poll on the Atas Facebook page. All attendees will receive an ingredients list in advance to ensure they are set for the live masterclass.

Claire Brighton, Atas account director, said: “We wanted to bring an experiential and fun element to our first Virtual Touring and Adventure Week and the link between food and travel seemed the perfect way to do this.

“I have watched a lot of Cher’s Instagram cooking demonstrations and his dishes always look and taste amazing so I am delighted that he and Hearst UK have agreed to partner with us on what I’m sure will be a fantastic session.”

Loh said: “I love expanding people’s culinary horizons and making food and cooking accessible at every level – from filleting a fish to producing handmade puff pastry, whatever your culinary goals, I’m listening!”

Anyone registered for the Virtual Touring and Adventure Week will be able to take part in the cook-along, and Atas will give away a prize for the best-looking dish after the session via a social media competition.

Registration is free for travel agents. To find out more, click here.