It is totally free!

During the first two years 2018-19 in which The Tuna Route is co-funded by the EU and the foundational consortium, membership and registration will remain free of charge. From then on, as an autonomous commercial initiative, The Tuna Route will rely on potential contributions from public tourism promotion mechanisms and private sponsors.

For functionality and sustainability, including management and maintenance of the Route itself and of the shared tools, and depending on the conclusions in the “Long term Sustainability Plan" to be defined by the Tuna Route project partners,  it may be necessary to secure economic viability by establishing membership fees and/or persale commissions. If this is the case It would be duly communicated to any Tuna Route Member who could decide if leave the route with no cost or keep on being engaged at the agreed fee.  

The Tuna Route aims to engage products and destinations all over the natural distribution range of Atlantic bluefin tuna. Although the route was born and originally concentrates in the Western Mediterranean, where traditional tuna fisheries are still surviving and bluefin tuna heritage is very intense and enduring, The Tuna Route is open to any destination across the natural range of the Eastern Atlantic bluefin tuna, from Ireland and Norway to the North, Macaronesia to the West, Morocco to the South and the Turkey and Eastern Mediterranean countries to the East.

The Tuna Route is looking for thematic tuna-related tourism products and packages, and actively seeks to encompass and connect quality products across sectors. The Tuna Route aims to promote synergies between tuna related existing offer and nautical tourism. For the purpose of The Tuna Route, tuna-related offer includes, but is not restricted to, tourism activities related to the following sectors:

  • Nautical tourism

    • Water Sports (diving, snorkelling, water-sky, swimming, paddle surfing, kayaking, surf, wind surf or kyte-surf, etc...)

    • Boating, both sailing and using motor, for brands, charter agencies, skippers, regattas

    • Recreational fishing, taking into account catch & release fishing

    • Marinas, or recreational ports and any associations, schools or clubs dedicated to nautical activities

  • Traditional fisheries and heritage

  • Aquaculture and ranching facilities

  • Recreational fishing

  • Seafood industry

  • Fish markets (retail or wholesale)

  • Restaurants offering Bluefin Tuna specialities or cooking lessons

  • Accommodation related committed with Bluefin Tuna history, heritage and/or conservation

  • Museums or cultural heritage sites / exhibitions

  • Research centres doing research about Bluefin Tuna

The Tuna Route´s three pillars to ensure the accomplishment of its quality standards are:

1. Excellence

The Tuna Route aims to improve tourism and its sustainability by focusing on quality and excellence, preferring more consumption by a few selected segments rather than little consumption by a mass of seasonal tourists. In order to build and maintain a good image, consumer trust and offer attractiveness, each product and operator must aim for excellence in their own fields of activity and according to their capacity.

  • The Tuna Route encourages all members to gain and transfer knowledge, especially about tuna, ocean literacy, local history and tourism, in order to build capacity at business and destination level, and also to improve consumer satisfaction and learning.

  • The Tuna Route encourages all members to invest in formal and informal training, to improve the capacity of staff as regards languages, technology, nautical skills, communication and marketing, among others, in order to improve long-term competitiveness, foster innovation and improve employment opportunities in the low season.

  • The Tuna Route encourages all members to internally audit their accessibility and non discrimination policies

  • The Tuna Route encourages all members to promote collaboration (i) across sectors, developing a diverse and integrated thematic offer is a common label and marketing platform, and as such its sustainability and (ii) across destinations.

2. Safety and Security

All member operators must guarantee safety and security in their premises and activities, including up-to-date and appropriate insurances for the premises, activities and equipment used. This is particularly important for activities at sea. Safety and security also apply to the environment and heritage, and operators should ensure that their activities minimise risks in this respect, that their staff is well trained, and that their insurances specifically and clearly cover potential damages to natural or cultural heritage.

3. Sustainability

Tuna Route works for a social, economic and environmental sustainability, because coastal communities and the marine environment depend on it, and because it is strategic for better coastal tourism. Sustainability must be an integral part of branding at destination level, and should be embraced by each Tuna Route member. Operators must ensure, to the best of their abilities, that their business and activities have the least possible impact on the environment, both terrestrial and marine.

The Tuna Route is a transnational tourism route building on the iconic value, rich heritage and socio economic importance of Bluefin tuna (Thunnus thynnus). It aims to promote sustainable nautical and coastal tourism products.

The Tuna Route cannot monitor nor be held responsible for the accuracy and fairness in the evaluation by members or tourists. For this reason there is a very short but strict Code of Conduct.

  1. Members must comply with all Tax, Labour and Safety and Security legislation applicable to the activities they are promoting according to the laws in their location.

  2. Members must make good use of the common brand, and market their products in the same way as offered in the common marketing platform.

  3. Members must veil about ethical integrity in their business and staff

  4. Members must guarantee that their activities do not harm cultural nor natural heritage.

Infringement of any of the four issues listed below, whether detected by customers or other members of The Tuna Route, will lead to a note of warning to the operator and to an investigation by the local coordinator. Depending on the results of such actions, the member may be expelled from The Tuna Route, and this action communicated through the Route’s communication channels.

1. Networking

As a member of The Tuna Route, you will be able to contact or re-direct members to a much larger network both inside and beyond the Route. Depending on who they are and what they seek, it’s almost certain the Route can help them connect for information, collaboration or business.

2. Product development

To complement, expand and/or improve existing products and services, The Tuna Route can directly assist tourism operators (and others) to develop new tourism products. This includes support for market assessment, targeting, nautical product development, off-season product development, innovation, diversification, integration in thematic packages and international collaboration.

3. Marketing and promotion

Some of the main benefits provided by The Tuna Route are those related to joint marketing and promotion, increasing international visibility for general and strategic segments. The Tuna Route aims to be promoted at international level by means of tourism fairs and attendance to other international events. All labeled products will be marketed through the Online Sales Platform, connected to other international sales tools and regional tourism promotion channels as well as the Tuna Route own social media and other communication channels.

4. Kit for operators

This is a basic kit with information and suggestions to better grasp interesting facts, destinations and products related to Bluefin tuna, including popular literature and audiovisual materials, scientific knowledge, recipes and activities to do while enjoying The Tuna Route. This is intended to help operators such as skippers, guides and hosts to better assist and entertain clients offering a wider and personalised approach to “tuna lore”.

5. Problem solving & technical assistance

All technical problems, especially those related to the use of the Common Sales Platform and member eligibility, will be dealt with as soon and as close to the person as possible. The Tuna Route and its members, including the Board of Advisors for Environmental and Economic Sustainability, can also supply with, or redirect towards, all sort of sources to get better informed about bluefin tuna, sustainable tourism and thematic routes.

Becoming a partner of the Tuna Route allows you free access to our sales tool which has been developed in association with  The sales tool is a powerful and flexible application that allows you to add and promote your activates quickly and simply.

Depending on your requirements and internal work flow there is the option to:

- receive payments on arrival
- take payments online
- direct potential clients to your own reservation engine

Direct potential clients to your own website and reservation engine

When a potential client identifies your product in the Tuna Route website, the Tuna Route can lead the potential client to your own website. Then It will be up to you and your website to engage the client.

Accept bookings without payments and receive payment on client´s arrival

The Tuna Route sales platform offers the possibility to the potential client to book your activities. In this case you will receive an email with both, the booking and the new client details. The booking is confirmed, but the client is not going to pay until arrive to your premises.

All activities can be configured so they can be booked without taking credit card payments at the time of making the reservation. As such there is no cost to taking reservations through

Accept bookings and take payments online

The Tuna Route sales platform offers you the possibility to take payments on your behalf. The booking is confirmed and the client has already paid, which shows your client´s commitment to enjoy your activity. In this case you will receive an email with the booking and client details, as well as the payment details.

If you would like to take credit card payments either for the full amount or only a deposit, it only takes 5 minutes to setup. To charge credit card there is a commission of 1.4% + 0.25€ for each transaction.

It is a document issued by the Tuna Route and must be signed by all the Tuna Route Members. The document states that the Tuna Route Member aiming to promote their products or services by means of the Tuna Route network confirms agreement with the Tuna Route objectives, quality standards and code of conduct.  

Becoming a member of The Tuna Route grants you rights of use of The Tuna Route label and network, greater visibility at international level and common marketing and promotion resources. This questionnaire is designed to help both you and The Tuna Route benchmark your activity, in order to identify any relevant issues early and to monitor improvements from there on.

This multiple-choice questionnaire enquires  about your activities promoted by means of the Tuna Route, in order to gather some information about your activity, your policies or methodologies regarding quality and customer care as well as sustainability. No particular answers are needed, but all members are called to answer sincerely, to reflect upon results, and to try to improve any relevant issues when possible, to the best of their capacity.

You will be put in contact with your Regional coordinator, you will help you to frame your activities or products according to the Tuna Route expectations. All the information you have previously uploaded during the registration form will still available for you to amend it according to your coordinator´s recommendations.

If your regional coordinator considers your activities / products don't meet the Tuna Route´s objectives we won't be able to welcome you as a Tuna Route member.

Regional and local coordinators are designated entities than can assist interested stakeholders to develop and commercialise new nautical products, some of which can take place across borders. These coordinators can be both public or private entities, If membership and promotion are well in tune with the regional tourism and sustainable development strategies, a public authority may be desirable, contributing with sustained support and coordination capacity. Otherwise, if membership is more aligned with shared private interests at destination level, a private association or single business may do the task with more agility and vested interests.

It is recommended that coordinators at destination or regional level invest sufficient efforts to foster participation, both to inform on the nature, objectives and benefits of The Tuna Route, encouraging engagement by product and service providers; to define, develop and apply local branding, narratives and diverse tourism packages; and to facilitate collaboration and networking among stakeholders at local and Tuna Route level. In this regard, coordinators

- Increase knowledge about The Tuna Route and about tuna and nautical tourism in their region, both existing and potential. This should lead to a detailed mapping of operators, assets and opportunities, which should be assessed in representative workshops to explore how to participate and benefit best.

- Support stakeholders, building a collaborative community of interest and helping to develop a competitive and diversified offer, including as many sea-based products as possible. For the set-up and later management of the local community and The Tuna Route as a whole, keeping information up to date is very important.

- Monitor The Tuna Route more closely, and therefore help to manage it better in the long term. This also applies to economic sustainability: appropriate funding and sponsorship opportunities should be taken into account.

- Promote The Tuna Route values


Region of the Algarve - Universidade do Algarve, CRIA – Divisão de Empreendedorismo e Transferência de Conhecimento


Region of Cadiz - IEDT Diputación de Cádiz

Balearic Islands - Chamber of Commerce of Mallorca


Sardinia / Carlforote - Municipality of Carloforte

Sicily - Departament of Tourism, Sport and Entertainment

Sicily / Favignana - MPA Egadi Islands Managing Authority

The Tuna Route aims to build a sustainable and collaborative network of destinations, characterised by their singular relation with bluefin tuna. If your region is not presented by the current regional coordinators you can present your candidature to become the Tuna Route representative in your region.

The fundamental aspects an entity should consider to present its candidature as local/regional coordinator are as follows:

- Interest and willingness: success and dynamism need motivation, so the coordinator should both be interested in tuna and thematic tourism, and willing to contact people, promote the Route and network with other destinations.

- Mandate and budget: although necessary time may be little and sporadic, carrying out coordinating tasks may only be possible if their objective is in line with your official mandate, and backed up with budget to cover personnel costs and any workshops or promotional activities you may want to implement.

- Capacity and connections: for commercial success and fluent stakeholder collaboration, it will prove useful to know about stakeholder and tourist destination management techniques, and to nurture a growing network.

Contact US you would like to expand the Tuna Route Network by becoming a new Regional Coordinator.