It was in 1998 that the idea of the City Sightseeing brand was first conceived . After extensive market research in Seville, it was established that tourists and visitors would welcome a recognised brand in other destinations – a brand they could trust and be sure of the same quality and standards in each location. It was from this point that the synonymous red and yellow branding on double-deck open top buses was created and started to appear around the globe. The City Sightseeing franchise concept was launched at the 1999 World Travel Market in London, England.