Tourism in Antarctica has grown substantially over recent decades and has diversified into different activities and modes of transport. This paper presents a first attempt to explore the implications of this diversification trend for Antarctic tourist experiences, wildlife and onsite management. Evidence from a passenger survey, participatory observations and expert interviews using video elicitation has been collected during, and in the context of, a diving expedition cruise. The data suggests that significant differences can be detected in the way divers and non-divers experience aspects of the trip, most notably regarding guides. The results also indicate that diverse activities generate a broader variance in attitudes and behaviours, which may have repercussions for wildlife, site use and onsite management. Given the diversification trend it is timely and necessary to revisit and consistently enforce site guidelines and visitor guidelines with an eye on multi-activity trips. In addition, further studies on the implications of this trend are needed by means of case studies, surveys looking at a wider range of tourist trips, and monitoring programmes assessing wildlife behaviour and impacts.