TUI and announce a strategic partnership

TUI and announced a strategic global experiences, activities and excursions partnership, providing customers worldwide with direct access to the growing activities segment of TUI and its digital subsidiary Musement.

The contracts have been signed and the cooperation will start in summer 2020.

Activities, a growth driver for TUI

Activities is one of the growth drivers of the TUI Group, which last year sold approximately ten million activities in holiday destinations and in European home markets, such as Germany.

Under the agreement with, customers will eventually have direct access to a portfolio of over 70,000 tours, attractions and activities via TUI subsidiary Musement, launching incrementally on over the coming months.

Musement will be the first third-party provider of tours, and activities inventory on the travel platform, as the company seeks to expand its offering and provide customers with a more comprehensive end-to-end travel offering.

TUI acquired Musement 18 months ago

TUI acquired Musement, a Milan-based technology start-up, 18 months ago and intends to develop it into the world’s leading platform for tours and activities.

The next step is to grow the platform’s portfolio to encompass one million activities, experiences and excursions.

The goal is for customers to be able to take full advantage of the digital offering whether at home or on holiday.

The marketing of TUI’s products to customers is currently slated to start in July, with customers being able to choose from upto 70,000 options from the Musement inventory of tours, attractions, activities and experiences.

As part of the agreement, the TUI subsidiary will continue to expand its portfolio over the coming weeks and months, taking into account the special requirements of

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