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Travel industry news

15 Mar 2019

BY James Chapple


Industry veteran Tony Seaman joins touring and excursion start-up

Former Attraction World and Holiday Autos boss Tony Seaman has joined start-up Not in the Guidebooks to support the business’s ambitious expansion plans.

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Industry veteran Tony Seaman joins touring and excursion start-up

Not in the Guidebooks was founded by entrepreneur and former travel industry director Carol Savage.


It aims to provide local, immersive and sustainable travel experiences across a wide variety of destinations offering an "authentic" insight into local communities, their cultures and customers.

Its excursions and short tours, as per the name, focus around experiences travellers wouldn’t typically encounter.

Destinations where Not in the Guidebooks tours and excursions are available include Sydney, Cape Town, Tuscany, Sri Lanka, Costa Rica and Vietnam.

Seaman’s foremost roles in travel include a near 10-year stint with Attraction World, rising to chief operating officer, and eight years with Holiday Autos, latterly as the company’s managing director.

"Tony has a wealth of travel industry experience and will also provide guidance and support in growing the company and broadening opportunities, including selling through the travel trade," said Not in the Guidebooks announcing his appointment.

Savage, founded and chief executive, added: “Tony... [brings] significant travel industry knowledge to the business as we embark on our next stage of development.

"With an outstanding track record for helping to grow businesses, and expertise in marketing and operational planning, Tony will provide valuable support in growing the profile and business opportunities for Not in the Guidebooks.”

Not in the Guidebooks works with local partners to curate a hand-picked selection of premium local tours and experiences in destinations around the world.


Every excursion can be booked online from home before departure or while in-destination.

New destinations for 2019 include Botswana and Colombia, with expansion into other new destinations planned.

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