With today's consumer-driven marketplace and influx of OTAs, the importance having a brand is at an all-time high. However, with our global recognition, trust, and elite partner relationships, Gray Line is positioned to perform exceptionally well in distributor marketplaces. Brands, versus businesses, are multi dimensional and can make a bigger and more lasting impact on consumers. Trusted brands also have an easier time being dynamic. Gray Line invented sightseeing in 1910 and continues to reinvent it everyday.
Gray Line Licensees have access to best-in-class technology through partnerships we've created at a fraction of the price it would cost you on your own.
As a member of Gray Line, you are not just part of an association, you are part of a global family of like-minded sightseeing professionals. Our Licensees enjoy many opportunities, like the events below, to share and engage with one another to help support each other's businesses. These relationships are key driving factors in the success of our association locally, regionally, and globally.
A key benefit to Gray Line's vast network of elite sightseeing operators is our ability to leverage the network to collect and provide consumer research to understand the continually evolving online shopping behavior in the tours/activities space and how Gray Line fits into the current landscape. We have immediate access to 40 Million passengers and 12,000+ worldwide team members which enables us collect real-time industry data at the snap of a finger.
Gray Line Worldwide plans and produces an average of 14 major events for our Licensees, partners and customers per year. These events consist of Trade Shows, Customer and Partner Dinner Events, Regional Meetings, and an Annual Marketing Conference.
Trade Shows we attend: WTM London, ITB Berlin, FITUR Madrid, Arabian Travel Market Dubai, ITB Shanghai, IPW in the US, Arival Europe and US, and Markethub with HBXGroup.
Gray Line's Global Quality Assurance program drives global USP's for every Licensee. Through our mandatory annual Certification Program, we ensure that every Gray Line location upholds the highest standards of operational excellence, customer service, and consumer protection.
All Gray Line locations are licensed and insured, backed up by a committed worldwide team. As a member of the largest sightseeing organization in the world, everyone can trust that their Gray Line colleagues around the world are providing best-in-class sightseeing services to the millions of guests that travel with us each year.
Gray Line was created by owners for owners and is a non-stock company. With no shareholders to pay, our profits are re-invested directly in technology, partnerships and programs to help grow our licensee’s local businesses.
As the largest and most trusted sightseeing company in the world, Gray Line continues to define itself as the best in the industry by appealing to a diverse group of elite local suppliers.
Gray Line is truly a one-size-fits-all organization: no matter your company’s set-up, if you are the best tour operator in your destination, you will be a fit for Gray Line.
The top global companies in the sightseeing industry are aligned under the Gray Line brand:
Gray Line’s branding requirements ensure every sightseeing vehicle prominently showcases the Gray Line logo for a consistent, trusted global brand experience.
Health and safety are a top priority at Gray Line. We follow strict standards for enhanced hygiene and cleanliness to ensure every traveler, guide, and partner feels safe and confident throughout the journey.
The Gray Line logo is our most recognizable symbol, representing over a century of trusted sightseeing worldwide. Its distinctive diamond shape and bold blue color convey stability, reliability, and global reach — uniting all licensees under one iconic brand.
Our tagline, Sightseeing Everywhere, reflects our global presence and mission to make world-class sightseeing experiences accessible in every corner of the wor
Our signature blue symbolizes trust, reliability, and professionalism — values that define our brand around the world.
Typography is key to expressing our brand’s tone and quality. We use Proxima Nova for its clean, modern, and versatile style — a perfect match for Gray Line’s global, professional identity.
One-time Grant Royalty | Application fee prior to approval*
$7,500 USD
One-time Setup fee after Board approval
$7,500 USD
* $6500 of the Grant Royalty/Application fee is refundable to you if either you cancel application process or if on the off chance the Board of Directors denies your application. The other $1,000 we retain for administrative processing.
Royalty fee*
TBD
TBD
Marketing fee
$2,600 USD
$216.67 USD
Annual Convention registration fee**
$1,500 USD
$125.00 USD
* The Royalty fee will be disclosed in the formal proposal. The annual Royalty fee is indexed for inflation in January of each year.
** Price varies per year & location. Each Licensee must buy at least one registration fee per year.
Tier 1
$42,448 USD
$3,537.34 USD
Tier 2
$33,397 USD
$2,783.08 USD
Tier 2
$33,397 USD
$2,783.08 USD
Tier 3
$25,490 USD
$2,124.17 USD
Tier 4
$17,583 USD
$1,465.25 USD
Tier 5
$13,629 USD
$1,135.75 USD
Tier 6
$11,340 USD
$945.00 USD
Gray Line OTA Sales
Pay up to 1% on API-connected OTA sales through TourCMS capped yearly at set Royalty
grayline.com Sales
Commission equal to the margin provided to your top OTAs & distributors
Fill out the application by providing your company and headquarters details, along with your vision for partnering with Gray Line. This helps us understand your goals and how we can support your business growth.
We will review your submission to ensure it aligns strategically with Gray Line’s mission and assess availability in your interested city or region.
Upon initial review, we’ll initiate a conversation to delve deeper into your vision and discuss the synergies between our brands. During this phase, we will cover the application and royalty fees to ensure you have a full understanding of the financial commitments involved.
Based on a positive initial assessment, you will be directed to complete the detailed Formal Application. A link to the Formal Application will be provided, detailing the necessary steps and documentation required, including:
Following the approval of your formal application, we’ll officially welcome you into the global Gray Line network. You’ll gain access to our support system and resources, helping you to seamlessly integrate the Gray Line brand into your business and market strategy.
We appreciate your interest in joining Gray Line and are eager to learn more about your company’s journey and how we can grow together.
This website is your first stop to becoming part of the largest and best known sightseeing brand in the world. If you are the best sightseeing company in your local destination, we want you!
