Thailand Joins Portugal, Greece, Spain, Cyprus and Cape Verde as TUI Musement Reveals Top Boat Excursions Sites with Global Travellers Driving Marine Tourism Growth, Fueling Demand in the Coastal Destinations

A new change is coming into the world of tourism, with boat tours, island hopping, and cruising at the heart of modern tourism behaviors. Based on a survey performed by TUI Musement, over 88 percent of tourists have a keen interest in engaging in boat activities when vacationing along the coastlines. This reveals a change in the way tourists use destinations, adopting an approach based around experiential tourism.

No longer seeing the water as merely a stage for leisure, travelers are now exploring it as a site for engagement, with scenic sailing tours, stops for swimming, and visits to islands forming the key elements of their vacation. Day-long tours offering a variety of activities are quite common.

Thailand Dominates Global Rankings for Marine Tourism Experiences

Thailand leads global rankings for boat excursion satisfaction, with Phuket scoring the highest at 8.89 out of 10. The destination has become a benchmark for marine tourism due to its access to world-renowned sites such as the Phi Phi Islands, Maya Bay, and Bamboo Island. These locations offer a combination of limestone cliffs, turquoise waters, and sheltered lagoons that define the ideal tropical marine experience.

Nearby Khao Lak, Thailand, ranks second globally, further reinforcing the country’s dominance in sea-based tourism. Positioned near Phang Nga Bay, Khao Lak offers dramatic coastal landscapes, floating villages, and excursions to James Bond Island, blending cinematic appeal with natural beauty. The strong performance of both destinations highlights Thailand’s established infrastructure for marine tourism ecosystems, including catamarans, snorkeling tours, and multi-island itineraries.

Together, these destinations reflect Thailand’s strategic advantage in combining accessibility, natural diversity, and well-developed tourism services, making it one of the most important global hubs for coastal tourism experiences.

Portugal Strengthens Europe’s Coastal Experience Tourism Market

In Europe, Portugal emerges as a key player, with the Algarve ranking third and Madeira ranking fourth globally. The Algarve’s coastline is characterized by golden cliffs, sea caves, and sheltered coves, with the famous Benagil Cave serving as a highlight of many boat tours. These experiences combine scenic sailing with swimming stops and coastal exploration, reflecting strong demand for multi-sensory travel experiences.

Madeira, Portugal, offers a different but equally compelling marine tourism experience. Its rugged Atlantic coastline provides opportunities for dolphin and whale watching, cliffside sailing, and swimming in natural coastal pools. Landmarks such as Cabo Girão, one of the highest sea cliffs in Europe, add dramatic visual appeal to boat excursions.

Portugal’s strong performance illustrates how European destinations are successfully adapting to global tourism trends by integrating natural heritage, marine ecosystems, and curated boat experiences into their tourism strategies.

Mediterranean Destinations Evolve with Cultural and Coastal Integration

Several Mediterranean destinations also rank highly, demonstrating the region’s continued strength in coastal experiential tourism.

Paphos, Cyprus, combines historical heritage with modern sea-based leisure activities. Boat excursions in the region often include sunset cruises along the Mediterranean coast, blending dining, entertainment, and scenic sailing. The integration of cultural tourism with marine experiences reflects a growing trend toward hybrid tourism products.

In Greece, the island of Karpathos offers a more authentic and less commercialized experience. Boat tours here provide access to remote beaches that are inaccessible by road, along with cultural extensions to villages such as Olympos, preserving traditional Aegean lifestyles. This combination of natural isolation and cultural depth makes Greece a strong contender in the experiential island tourism segment.

Meanwhile, Protaras, Cyprus, is gaining attention for its Blue Lagoon excursions, where crystal-clear waters and snorkeling opportunities create high-value marine tourism experiences. These destinations highlight the Mediterranean’s ability to balance heritage tourism with modern leisure demand.

Spain and Cape Verde Expand Marine Tourism Diversity

In Spain, both Tenerife and Fuerteventura demonstrate how island destinations are leveraging marine tourism to diversify visitor experiences. Tenerife offers a mix of coastal cruises, family-oriented themed excursions, and dramatic landscapes such as the Los Gigantes cliffs. These experiences appeal to a wide demographic, from families to adventure travelers.

Fuerteventura, meanwhile, emphasizes volcanic landscapes, long sandy beaches, and sunset sailing experiences. Its ranking reflects growing demand for laid-back, nature-focused marine tourism, particularly among European travelers seeking accessible island getaways.

In Cape Verde, the island of Sal stands out for its relaxed maritime tourism offering. Catamaran cruises along its coastline combine sunbathing, swimming, and scenic sailing against volcanic backdrops such as Monte Leão. The destination highlights the expansion of marine tourism beyond traditional markets into Atlantic island destinations.

Structural Shift Toward Experiential and Marine-Based Tourism

The global popularity of boat excursions reflects a deeper transformation in tourism behavior. Modern travelers are increasingly seeking immersive, participatory, and emotionally engaging experiences rather than passive sightseeing.

Several key drivers are shaping this shift:

• Demand for multi-activity travel, combining sailing, swimming, and island exploration
• Social media influence, where visually striking marine environments drive destination popularity
• Rise of experience-first tourism, especially among Gen Z and millennial travelers
• Short-duration flexibility, with half-day and day trips dominating booking patterns
• Preference for nature-based travel, including marine ecosystems and coastal landscapes

This evolution signals a transition from destination-based tourism to experience-based tourism ecosystems, where activities define travel value.

Marine Tourism as a Driver of Coastal Economic Growth

Boat excursions are increasingly recognized as a key driver of coastal economic development. They generate revenue not only for tour operators but also for local economies through hospitality, transportation, and retail sectors. Destinations such as Thailand, Portugal, Greece, Spain, Cyprus, and Cape Verde benefit from high visitor engagement rates, longer stays, and increased spending per tourist.

Marine tourism also encourages seasonal diversification, allowing destinations to attract visitors outside traditional peak periods. Furthermore, the expansion of boat-based tourism supports employment in maritime services, hospitality, maintenance, and eco-tourism operations, reinforcing its importance in coastal economic systems.

Future of Marine Tourism: Sustainability and Innovation

The future of boat excursion tourism is expected to be shaped by several long-term trends:

• Sustainable marine tourism development, including low-emission vessels and eco-certified tours
• Digital booking integration, enabling personalized and real-time excursion planning
• Growth of luxury marine experiences, including private yachts and premium catamaran cruises
• Expansion of multi-island regional circuits, linking destinations across archipelagos
• Stronger environmental regulation, protecting fragile marine ecosystems from over-tourism

These developments reflect a broader shift toward responsible and technology-enabled tourism, ensuring long-term sustainability while maintaining high-quality visitor experiences.

Marine Experiences Defining the Future of Global Tourism

The emergence of boat excursions in Thailand, Portugal, Greece, Spain, Cyprus, and Cape Verde marks a fundamental shift in the way global tourists are behaving. Tourist destinations are not being defined simply by their beaches or their towns, but by what they have for tourists on the high seas. As the world of travel evolves, it seems that activities in the ocean will continue to be central to the growth of experiential tourism worldwide, impacting competitiveness, development, and tourism marketing plans. Tourism on the coasts of the future will be more about what you do than where you go.

Image Source: TUI