GetYourGuide has announced a new initiative – Project Incredible – which sees the tours and activities provider take control of some of the tours it sells by specifically branding them as GetYourGuide.

The tours will be “curated” from its existing line-up of tours and activities, and will be branded on the ground as GetYourGuide. The release talks about the guides getting special training, some of the tours having “special access” privileges and an improved check-in experience for participants.

An outlier in the conversations around “tours and activities” is TUI Group – the largest travel firm in Europe which has recently talked up tours and activities as one of its areas of strategic growth.

It seems unlikely, based on what we know so far, that GetYourGuide having 100 branded tours and a new motto will have any material impact on the balance of power in tours and activities when there are players of such scale also involved.

The argument that the sector is still sufficiently large and fragmented to accommodate a myriad of businesses still holds, but when you have Booking, TripAdvisor, TUI – not forgetting Expedia and Ctrip – all interested and invested in the sector, consolidation is almost inevitable.

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