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TUI and Announce Strategic Global Tours, Attractions and Experiences Partnership

  • customers will eventually have direct access to a product portfolio of more than 70,000 tours and attractions globally through TUI subsidiary Musement, launching incrementally on over the coming months
  • Partnership includes a robust offering that’s also relevant for domestic and local tourism
  • As global travel restrictions begin to relax on a local level, customers will be able to start booking Museument’s tours and attractions inventory via starting this summer

Hanover and Amsterdam – 8 June 2020 – Today leading travel companies TUI and announced a strategic global experiences, activities and excursions partnership, providing millions of customers worldwide with direct access to the rapidly growing activities segment of TUI and its digital subsidiary Musement. The contracts have been signed and the cooperation will start in summer 2020.

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. Through the strategic partnership with, one of the world’s leading online travel providers, the TUI Group is now significantly expanding its third-party business in the activities sector. 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, 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. In addition to guests enjoying these activities in holiday destinations, a growing offering in the European home markets is also planned. The goal is for customers to be able to take full advantage of the digital offering whether at home or on holiday.

“Attractive and varied options all over the world, easy and quick for customers to book – that is what we will offer through this cooperation. The expansion of digital experience marketing is a focal point of TUI’s digital strategy. The purchase of Musement and the expansion of its portfolio of activities, bookable on the platform, is now being followed by the partnership with, an expert in worldwide marketing. We have a unique profile in the activities sector, which makes us attractive to both customers and major tourism partners,” said David Schelp, MD of TUI Destination Experiences. The Group will further accelerate its transformation into a digital company.

“Seamlessly connecting travellers with the widest possible choice of great things to do is part of our long-term mission to make it easier for everyone to experience the world,” said Lawrence Hester, Vice President of Attractions at “We know that people are already starting to dream of taking trips once it’s safe again, even if that’s a bit closer to home at first. We’re busy laying the foundation to make sure we can provide our customers with the best possible mix of tours, activities and unique experiences all on one platform. TUI and Musement have a highly-compatible technology platform, a scalable business model and a curated offering that we believe will be very appealing to our global customer base. As such, we are delighted to be taking the next steps in this journey together with them.”

The marketing of TUI’s products to customers is currently slated to start in July, with customers being able to choose from up to 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 The diverse portfolio includes also numerous activities for holidaymakers on vacation in their home country this summer, from wellness and adventure experiences, to tickets for museum visits and attractions, as well as guided city and individual sightseeing tours. A growing part of the portfolio also includes exclusive offers that travelers can only find at Musement.

Founded in 1996 in Amsterdam, has grown from a small Dutch startup to one of the world’s leading digital travel companies. Part of Booking Holdings Inc. (NASDAQ: BKNG),’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, seamlessly connects millions of travelers with memorable experiences, a range of transportation options and incredible places to stay – from homes to hotels and much more. As one of the world’s largest travel marketplaces for both established brands and entrepreneurs of all sizes, enables properties all over the world to reach a global audience and grow their businesses. is available in 43 languages and offers more than 29 million total reported accommodation listings, including more than 6.5 million listings alone of homes, apartments and other unique places to stay. No matter where you want to go or what you want to do, makes it easy and backs it all up with 24/7 customer support.

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