Tui Musement allows customers to discover ports of call “at their own pace”, the line said, after it finalised the agreement.

Guests can purchase tickets for thousands of attractions, including the Chocolate Museum in Cologne or a pass to visit the top archaeological sites in Athens, plus do activities such as hiring a bike in Amsterdam.

Stephanie Farrow, itinerary product and destination experience manager at Fred Olsen Cruise Lines, said: “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.” 

Tui Musement chief commercial officer Nishank Gopalkrishnan said Tui Musement’s collaboration with Fred Olsen would enable “a seamless experience for customers”. 

“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," Gopalkrishnan added. 

Between September and December 2024, Fred Olsen ships – Bolette, Borealis and Balmoral – will call into Azores, the Norwegian Fjords, Iceland and destinations along the Adriatic coast. 

Earlier this year, easyJet entered a partnership with Tui Musement following a similar agreement with its holiday arm, easyJet holidays. 

Musement excursions, though, are only available to easyJet and easyJet holidays customers booking direct.