Half price tours are available in a special concession scheme by adventure operator Explore to mark National Travel Agent Day on July 23.
The company is offering agents 50% off its small group tours as well as a 30% discount on self-guided trips and private tours.
They can also save 25% for one companion travelling with the booking agent and 20% for all accompanying children on family tours.
Explore, along with sister brands Inghams and Santa’s Lapland, will also be giving away spot prizes every hour between 10am and 5pm on Friday.
Head of global sales Ben Ittensohn said: “It’s been a tough year for the whole industry. The unwavering support of our agents has meant so much to us, and so we’re delighted to be able to offer them 50% off our trips.
“National Agent Day is a good excuse for us to celebrate our relationship with agents, but this is about supporting trade year-round.
“We hope many of our agents can get something booked to look forward to later this year or in 2022.”