Riviera Travel has unveiled its first collection of UK tours in response to customer demand.

Known for river cruises and escorted tours in Europe and further afield, the operator is now offering seven tours which showcase British history, culture and landscapes.

Will Sarson, Riviera’s head of strategy and innovation, said: “We have been engaging with our customers to understand exactly how their holiday needs have changed.

“One of the most common suggestions was the desire to explore the UK.

“In fact, 65% of our customers told us that they would love to explore Britain with us, with almost 50% saying they plan to book a UK holiday in 2021.”

Four itineraries have a cultural and historic focus, and three are ‘Walk and Discover’ holidays.

Destinations include Cornwall, Norfolk, the Lake District, Yorkshire, Wales, Northern Ireland, and the Scottish Highlands and Skye.

Each small group tour is capped at 25 guests and guests will stay in four-star hotels with local character, such as the historic Maids Head Hotel in Norwich, which is steeped in more than 800 years of history.

The research revealed that 66% of guests would prefer to drive to the start point of a holiday, so the tours are also offered on a ‘tour only’ basis, to give customers the flexibility to travel how they choose.

To cater for the more than 50% who would prefer to arrive by train or private transfer, Riviera launched a ‘Travel Concierge’ service, with tailored arrangements for each guest. This service will be available on Riviera’s full range of cruises and tours.

Prices for the five-day UK tours start from £499, with departures between March and October 2021.

The Norfolk – Royal Sandringham & the Broads tour costs from £499, and includes Norwich, the Sandringham Estate and the Victorian Poppy Line train (pictured).