Discover London and Bath: FirstGroup Launches New Sightseeing Bus Services for Tourists

Published on December 12, 2025

FirstGroup plc, one of the UK’s leading transport providers, has announced the acquisition of the sightseeing operations in London and Bath from RATP Dev, effective immediately. The acquisition marks a significant step for FirstGroup as it enters the sightseeing market, expanding its portfolio beyond traditional bus services to offer new, immersive travel experiences in two of the UK’s most popular tourist destinations.

The move includes a range of sightseeing services, including iconic hop-on, hop-off bus tours that provide visitors with the chance to explore the best attractions in both cities at their own pace. As a result of the acquisition, FirstGroup will now manage and operate these services, further enhancing the overall travel experience for tourists in London and Bath.

Expanding Travel Experiences in London and Bath

With the addition of these sightseeing services, FirstGroup is set to play a more prominent role in the tourism landscape of London and Bath. Both cities are renowned for their rich cultural history, stunning architecture, and world-class attractions. London, the UK’s capital, is a hub for international tourists, with its historic landmarks like the Tower of London, Buckingham Palace, and the British Museum. In contrast, Bath, a UNESCO World Heritage city, is famous for its Roman baths, Georgian architecture, and picturesque countryside views.

Tourists will now have greater access to both cities’ highlights through FirstGroup’s expanded sightseeing services. With established routes in London, such as the famous Big Bus Tour, tourists can easily visit renowned sites, while the newly integrated services in Bath will allow visitors to explore both the city’s historic charm and the natural beauty of the surrounding countryside.

The addition of these sightseeing services aligns with the growing trend of travelers seeking more flexible, convenient, and accessible ways to explore cities. These hop-on, hop-off tours provide visitors with the flexibility to customize their itineraries, stop at specific attractions, and return later, ensuring they can enjoy a relaxed and immersive experience.

Connecting Tourists to the Best of London and Bath

With its experience in running bus services across the UK, FirstGroup is well-equipped to manage the logistical challenges associated with sightseeing operations. The new sightseeing services will complement existing transportation options, including local buses and rail services, to ensure seamless connections for tourists between key destinations.

In London, the sightseeing services will cover top landmarks such as the London Eye, the Houses of Parliament, the Tate Modern, and Covent Garden, offering an all-inclusive route that takes visitors to some of the city’s most iconic and popular attractions. For tourists looking to explore the broader areas of London, such as Notting Hill or Camden, the hop-on, hop-off services will also provide added flexibility for longer stays.

In Bath, the sightseeing services will bring visitors closer to the city’s famous landmarks, such as the Roman Baths, Bath Abbey, and the Royal Crescent. The added convenience of the sightseeing bus service will help improve access to these historic sites, making it easier for tourists to experience the best that Bath has to offer without the hassle of navigating public transportation or parking.

Supporting Sustainable Tourism in the UK

Sustainability is increasingly becoming a key factor in travelers’ decision-making, and FirstGroup’s acquisition of the sightseeing services aligns with this growing trend. With an emphasis on eco-friendly travel, FirstGroup aims to ensure that its new sightseeing operations incorporate environmentally responsible practices. This includes the use of low-emission buses and optimizing routes to reduce congestion and pollution.

The move is expected to support the broader goals of sustainable tourism in the UK, ensuring that visitors can enjoy exploring iconic sites while minimizing their environmental impact. As more travelers seek to reduce their carbon footprint, these eco-conscious sightseeing services will appeal to those looking for greener travel options in some of the UK’s most visited cities.

Enhancing the Visitor Experience and Promoting Local Tourism

The acquisition of the sightseeing operations also enhances the overall visitor experience by offering seamless integration with local tourism services. Tourists who choose to explore London and Bath through FirstGroup’s services will benefit from the ease of booking and the assurance of professional, reliable transport services. The inclusion of digital tickets, mobile apps for route planning, and informative guides on board will further enhance the overall customer experience, ensuring tourists have access to everything they need to enjoy a smooth and enjoyable sightseeing journey.

In addition to providing visitors with transportation to major attractions, FirstGroup’s sightseeing services will also help promote the local economy by encouraging increased tourism in both cities. As more tourists visit London and Bath to experience their cultural and historic offerings, local businesses, hotels, restaurants, and shops are likely to benefit from increased foot traffic and spending. FirstGroup’s services will also support the growth of regional tourism, drawing more international visitors to other cities and towns in the UK.

A New Era for FirstGroup’s Tourism Services

For FirstGroup, the acquisition represents an exciting expansion into the tourism sector, complementing its existing transport services and allowing it to provide a more comprehensive travel offering. As it ventures into the sightseeing market, FirstGroup will continue to enhance the appeal of the UK as a top travel destination, making it easier for visitors to explore the country’s vibrant cities and historic sites.

The acquisition also sets the stage for future growth, with FirstGroup likely to continue expanding its tourism services in other major cities across the UK and beyond. By providing flexible, sustainable, and customer-friendly travel options, FirstGroup aims to build on its strong reputation as a leading transportation provider and enhance its role in supporting tourism in the UK.

Conclusion: Expanding Tourism Opportunities in the UK

FirstGroup’s acquisition of sightseeing services in London and Bath opens up exciting new possibilities for both local and international travelers. The new sightseeing services will provide tourists with a convenient, eco-friendly way to explore two of the UK’s most popular destinations, all while promoting sustainable tourism practices and supporting local economies. As FirstGroup continues to grow its tourism services, its enhanced offering will help shape the future of travel in the UK, ensuring visitors have a seamless and enjoyable experience as they explore the country’s rich history, culture, and landscapes.