A new cruise operator has launched as the world opens up to travel again.

Panache Cruises has been launched by local businessman and travel industry veteran James Cole, from Bolton, hoping to become the UK's leading distributor of luxury cruises by 2025.

Mr Cole has worked with a variety of UK cruise brands over his 20 year career, ranging from Six Star Cruises to River Voyages.

The company launched on Monday, and has already seen bookings rolling in as travel restrictions are eased.

Panache has initially employed 15 staff across the north west, with the intention of growing this "over 100! in the coming years.

The business has had to adapt to the coronavirus and wants to offer people an "unrivalled level of personal service."

Mr Cole said: "People asked why launch during this pandemic, when there are no cruise ships sailing? My response is that it's not about what’s happening today, it's about what will be happening in three, five or ten years from now, at which time the cruise industry will be bigger, more innovative and even better than it's ever been.

"I fundamentally believe that Covid-19 has given me a unique opportunity to bring to market a cruise company that is fit for purpose as we enter a new world of cruising.

"The recent announcement on the easing of quarantine restrictions will also help give the industry a much-needed lift and provide those cruisers who can't wait to board a ship again the confidence to start planning their next cruise."

James is raring to get going, and has already announced actor, TV presenter, and member of the boy band Blue, as the companies first celebrity ambassador.

Mr Cole added: "Panache Cruises is not just another cruise retailer, it's the culmination of my 23 years in the cruise industry and brings together all my learnings from other roles.

"The last few months has presented itself as a unique opportunity to consider the future market dynamics and develop the foundations of a business that will be robust for the future."