UK tourist board VisitBritain signed a content sharing deal this week aimed at promoting the British Isles to users of US-based guide site TravelMuse.
VisitBritain has crafted a series of guides including activities and things to do in a number of locations throughout the UK which will sit within TravelMuse.
The deal is the latest in a line of similar partnerships between DMOs and travel content sites on the web - one of the growing areas of revenue for such sites reliant until now on fees for services or advertising.
The TravelMuse partnership also sees VisitBritain-curated content fed into suggested trips available for sharing through the existing trip planning tools.
VisitBritain gains from the deal by getting links to its content and services from TravelMuse.