TUI Teams Up With National Geographic to Expand Small-Group Day Tours

European tour operator TUI’s tours and activities division, TUI Musement, has expanded its collaboration with National Geographic Expeditions, launching 40 new NatGeo Day Tours. 

Previously only available as part of a cruise itinerary package, travelers can now independently book a mix of one-day and half-day itineraries. According to a partnership update released by TUI, these NatGeo tours specialize in beach and city experiences in destinations like Barcelona, Cancun, Crete, Paphos, New York, Naples, and Tenerife.

The tours, led by National Geographic-trained guides, are conducted in small groups of about 8 to 15 people and follow the TUI groups’ Global Sustainable Tourism Council criteria, it said.

NatGeo tours include exploring Miró’s diverse artworks and creations in Barcelona, Spain, guided by architectural and art restoration specialists in the Homage to Miró experience. Another example is embarking on coral reef conservation with marine biologists and oceanographers in Cancun, Mexico, as part of the National Geographic Pristine Seas project in the Unveiling the Importance of Reef Restoration tour.      

An exclusive and educational sailing and snorkeling NatGeo tour to identify bleached corals and understand reef restoration and sustainable marine practices. Source: TUI Musement.

Peter Ulwahn, CEO of TUI Musement, previously shared TUI’s tours and activities strategy as a key growth sector with Skift. He noted that city destination experiences offered as shore excursions notably increased along with the group’s cruise sector revival, seeing a 69% year-on-year growth for TUI’s cruise products between April and June this year, compared to the same period in 2022.

The booking of TUI Collections in city destinations has seen a 90% increase year-on-year. From October 2022 to September 2023, TUI Musement facilitated over 1 million direct bookings, added Ulwahn.

“National Geographic Day Tours are once-in-a-lifetime experiences. These are carefully crafted tours that tell stories of their destinations, honoring the National Geographic legacy and providing top quality, authentic, local experiences,” said Ulwahn.