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A luxury cruise firm has launched in Bolton creating 100 jobs for the sector and hoping to become top of the industry by 2025.

Panache Cruises, launched amid a global pandemic that hit the industry harder than most, has been established by local businessman James Cole, who has over 20 years in the sector - and is behind brands including Cruise118, Six Star Cruises and River Voyages.

The firm will initially employ a team of 15 in the North West, with the intention of creating over 100 jobs over the coming years.

Mr Cole said: “The key question I am asked at the moment is 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.

“I believe without hesitation that the cruise industry will not only recover from this pandemic which will take a significant amount of time, but come back bigger, stronger and better than ever before.

"Having spoken to hundreds of cruisers during lockdown there is a huge pent-up demand for cruising, especially with experienced cruisers, who just want to get back on a ship as soon as they are able."