TUI is testing the use of augmented reality to help travelers learn more about what they're seeing.
TUI Destination Experiences is testing the technology via glasses that display information, images, video and 3D models.
The trial, which is being carried out in Palma de Mallorca, Spain, enables users to glean more information on an artist they are looking at.
Chris Carmichael, head of innovation for the experiences division, says: "Augmented reality allows holidaymakers a new, more exciting access to historical facts and stories and takes into account the increasing desire of guests to explore cities and towns on their own."
The trial is expected to last several weeks and provide TUI with insight into how the technology might add value to tours and activities.
The company is working with Mixed Reality I/O for the trial.
TUI has made use of virtual reality technology in the past with headsets at one of its stores to bring destinations to life and VR experiences onto one of its cruise ships.