The initial agreement includes the London Eye observation wheel, Madame Tussauds wax museum, the London Dungeon and the London Aquarium in the UK capital, as well as other attractions in Brighton, Edinburgh and York.

Onboard CEO Thomas Drohan said: "This agreement is a further development of our Virtual Inventory Product offer to airlines and rail companies, designed to significantly increase onboard revenues without the need to carry physical stock and associated administrative headaches and we are thrilled that such a dynamic and forward-thinking company as Merlin has become a new partner."

Tickets purchased in-flight or on board trains will also provide customers with priority/fast-track to the Merlin attractions.

Andy Davies, Merlin commercial services director, added: "This initiative is a natural link given the key roles that we and Onboard’s transport clients play in proactively encouraging overseas guests to visit the UK, and equally in encouraging UK residents to take full advantage of the excellent range of activities on offer around the country."