Daniele Broccoli, director of Peterborough-based Typically Holidays, told TTG that none of his customers had been affected by the 6.6-magnitude earthquake, which struck the town of Norcia in the Umbria region on Sunday.

Broccoli said that Umbria and other areas of central Italy – which have seen four major quakes since August – were not common tourist areas and due to their “remote uncommercial” nature were not regularly sold by the trade.

“The area where the earthquake hit is not really a prime tourist location and is a bit undiscovered,” he explained. “It is visited far less often than Tuscany or Sorrento.

Tremors are common and, in these mountain towns and villages, are a part of life. They are not areas where you will find many British travellers.”

Broccoli added that Britaly had seen no decline in interest from consumers following August’s 6.2-magnitude quake which claimed the lives of 298 people. “We didn’t have a bad September and October has definitely been a good month for us,” he added.

Broccoli’s view was echoed in a statement from Tui-owned Italian specialist Citalia, which said that although the recent quake would “undoubtedly” have an immediate effect on bookings, it wasn’t expecting long-term issues.

“After the earthquake in August, we continued to see agents and customers book holidays all over Italy,” Citalia said.