The deal will see Musement offer cruise guests “thousands” of tours, activities and attraction tickets alongside the cruise brands’ own. The partnership is aimed at passengers who prefer to organise their time ashore independently rather than join a traditional shore excursion.

Experiences in hundreds of ports of call can be booked from the moment a cruise reservation is confirmed, right up to the last minute. 

Following trials with P&O Cruises’ Azura, the digital platform will be extended across the entire P&O and Cunard Line fleets throughout the summer. Guests can access the new digital platform via their P&O or Cunard Line account, pre-departure emails and onboard promotional channels.

“We have exceptional shore experience programmes, but understand some guests prefer to make their own plans,” said Sam Cole, shore experiences director.

“Our new digital platform is an innovative and hassle-free way to find and book great tours and activities and will also help guests skip queues and avoid the disappointment of sold-out venues.”

Experiences include hop-on, hop-off bus tours, paddle boarding, bicycle hire and entrances to waterparks, plus tickets for the Sagrada Familia, Empire State Building, Acropolis, Colosseum and the Vatican.