Best and worst cultural tour providers

You can gain a lot more from a package holiday than time off and a tan. Cultural tours can open your eyes to ancient architecture on the Peloponnese peninsula, help you explore Khmer temples in Cambodia, or uncover America’s musical roots in Nashville, Memphis and New Orleans - all with the full financial protection that a package provides.

There are group tour itineraries for almost every cultural interest, from art and architecture to food and drink, and the top providers offer specialist guides to help you gain a deeper understanding as you go. 

Trailfinders, which excels at long-haul and tailor-made travel tops the table with its small group and luxury experiences, such as discovering Jordan’s ancient cities and Bedouin culture. But Riviera Travel isn’t far behind, better known for shorter hops like its brand-new Bordeaux and Saint Emilion wine-tasting trip by train.

You can compare customer scores and prices in the table below and, for extra peace of mind, all the companies that have our WRP status guarantee they won't apply surcharges in 2024 – so the price won't go up after you book.

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Best and worst cultural tour companies

What are cultural holidays?

Cultural holidays are a type of escorted tour that focus on history, archaeology, art, music or natural history and other specialist interests and are usually led by an expert in their field. You'll usually travel in a small group and follow a fixed itinerary.

They are great if you want someone else to manage the logistics of a complex sightseeing holiday and you enjoy the company of like-minded travellers. 

Most cultural tours are offered as all-inclusive packages, so the price includes flights, hotels, meals, activities and any entrance fees. 

The best cultural tour companies offer a hassle-free experience, knowledgeable tour leaders and seamless itineraries, as well as top-notch customer service when things go wrong.

If group trips aren't for you, explore at your own pace with the best and worst self-guided tour operators.

Which cultural tour companies does Which? recommend?

Trailfinders – 85%

Trailfinders is consistently one of the UK’s top tour operators and it specialises in adding tailor-made touches to your holiday.

It offers a wide array of worldwide touring options including journeys to the Great Pyramids in Egypt and the cultural treasures of Cambodia. Customers told us they were pleased with Trailfinders’ knowledgeable staff and attentive service.

If you want to tour in style, Trailfinders offers luxury group tours, with high-end dining and ‘elegant’ hotel options. 

Which? verdict: If you’re looking for a far-flung trip with tailor-made extras, Trailfinders’ expertly organised cultural tours are a great option.

Read the full Trailfinders review or visit the Trailfinders website

Riviera Travel - 83%

Although Riviera Travel is well-known for its river cruises, it also provides highly-rated escorted tours to a wide range of destinations, from Japan to the Canadian rockies. 

Customers loved its ‘very knowledgeable and helpful’ guides and also praised its hand-picked hotels. Pricier ‘Signature tours’ have smaller groups of up to 25 people.

It has a range of rail-only European cultural tours for those who would rather not fly.

Which? verdict: Riviera Travel is an excellent provider of cultural tours - with trips to some fascinating locations around the world.

Read the full Riviera Travel review or visit the Riviera Travel website

How we researched holiday companies

In August 2022, we asked 8,361 Which? Connect panel members and the public to complete an online survey about their experiences of booking and going on holiday in the past two years. We only reported on companies when we received at least 30 responses.