Big Bus Tours has continued to expand its global reach by acquiring activities firm Tour Dubai, making Dubai the third city to have a tour operator purchased by the company after San Francisco and Singapore. Tour Dubai, one of the emirate’s largest tour operators specializing in desert safaris and dhow cruises, has been in operation since 1989. This acquisition aligns with Big Bus Tours’ strategy of diversifying beyond its core business, which currently operates around 550 buses in 26 destinations worldwide.
Dubai’s tourism sector has been experiencing steady growth, with the emirate being one of the few global cities to have tourism numbers surpassing those of 2019. In 2023, Dubai welcomed approximately 17.15 million visitors, a number that continued to increase in 2024 with around 6.8 million visitors up to April, 800,000 more than the same period the previous year. Additionally, the acquisition of Tour Dubai will expand the city’s more affordable tourism activities, aiming to change the perception of Dubai as a luxury travel destination. As of April, the average hotel room cost in the city was $170.
Big Bus Tours was established in 2011 through the merger of London-based The Big Bus Company and Paris’s Les Cars Rouges, both of which have roots dating back to the early 1990s. Claiming to be the largest operator of open-top sightseeing bus tours globally, the company was acquired by private equity firm Exponent in 2015. Since then, it has expanded its presence to 26 destinations worldwide, serving six million tourists annually. In 2016, theme park operator Merlin Entertainments acquired a 15 percent stake in the company.
With the addition of Tour Dubai to its portfolio, Big Bus Tours continues to enhance its presence in key tourist destinations across the world. The acquisition will not only strengthen the company’s offerings in Dubai but also contribute to the diversification of activities available to tourists visiting the city. By tapping into the desert safari and dhow cruise specialties of Tour Dubai, Big Bus Tours can offer a more comprehensive and unique experience to travelers in Dubai, ultimately contributing to the growth of the city’s tourism sector. The move also reflects Big Bus Tours’ commitment to innovation and expansion in the global tourism market.
As Dubai remains a popular travel destination, the acquisition of Tour Dubai by Big Bus Tours signals a strategic move to capitalize on the city’s booming tourism sector. With a focus on providing affordable and diverse tourism activities, Big Bus Tours aims to cater to a wider range of visitors and contribute to the ongoing transformation of Dubai’s image as a luxury-only destination. By aligning with the city’s tourism growth and expanding its presence in key international markets, Big Bus Tours positions itself as a leading player in the global sightseeing and activities industry, offering travelers unique and memorable experiences across the world.
