Fred Olsen Cruise Lines has recruited Tui Musement to help passengers take independent shore excursions.
Tickets for thousands of attractions and activities are being made available so travellers on the line’s three ships can discover ports of call at their own pace.
Tui Musement is providing a platform integrated with existing Fred Olsen digital channels to enable a “seamless experience” for customers.
The platform is populated with thousands of excursions, activities and attraction tickets that can be booked online and cover all of the lines’ ports of call.
Tui Musement chief commercial officer Nishank Gopalkrishnan said: “This is a very innovative collaboration that will positively disrupt the cruise industry, and further reinforces Tui Musement’s position as the tours and activities partner of choice for the world’s leading travel businesses.”
Fred Olsen Cruise Lines itinerary product and destination experience manager Stephanie Farrow, said: “We are really excited to be working with Tui Musement to help promote independent exploration in our ports of call.
“While many of our guests love going on our organised shore tours, there are several who prefer the opportunity to head ashore and explore independently.
“At the same time, these guests may like to experience some of the attractions or museums available in various destinations.
“Tui Musement can help our guests not wanting to take part in an organised excursion, make the most of their time in port.
“This collaboration is just another example of how we continue to put our guests at the heart of everything we do to deliver unforgettable experiences.”
Fred Olsen’s ships Bolette, Borealis and Balmoral will visit destinations including the lesser-known islands of the Azores, the Norwegian fjords, Iceland and the Adriatic coast by the end of the year.