TUI Musement: A Global Tours & Activities Business

TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:

  • Experiences: Excursions, activities & attraction tickets
  • Transfers: Between airports, hotels and ports
  • Tours: Multi-day itineraries encompassing flights, hotels, experiences and transfers

Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group, and National Geographic Day Tours, unique and immersive small group guided experiences. Products are distributed to customers, including the millions of TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement the Tours & Activities division, and one of the major growth areas of the TUI Group, and employs approximately 7,000 people worldwide.

To view and instantly book experiences, visit the TUI Musement website or download the TUI Musement app, available for iOS and Android.

TUI Collection

The TUI Collection is the flagship experiences portfolio of the TUI Group. TUI Collection experiences are developed by the TUI team in conjunction with local operators, and built on three core pillars:

  • ‘Exceptional experiences’ ensures a high level of quality and that customers gain an understanding of local culture and traditions through a friendly and insightful guide
  • ‘Created with care’ confirms that all experiences are operated with TUI-approved suppliers and all elements are checked by TUI in terms of quality, health and safety, and sustainability, and are delivered in a way that cares for the planet and local communities
  • ‘Best value guaranteed’ adds additional peace of mind for customers through reinforcing high standards of quality and making sure there is a flexible cancellation policy, a price match promise, and no hidden costs

The TUI Collection portfolio comprises over 800 original, high-quality experiences, available in more than 100 beach and city destinations. Since the concept was originally launched in 2015, over seven million TUI collection experiences have been delivered. TUI Collection experiences are available in all TUI distribution channels, including travel agencies, destination reps and online via the TUI and TUI Musement apps and on the website.

National Geographic Day Tours

National Geographic Day Tours are one-day and half-day, small group guided experiences with a focus on nature, conservation, culture, gastronomy, and history, inspired by National Geographic’s spirit of exploration, education, adventure, and captivating storytelling. Operated by TUI, ensuring a seamless and responsible travel experience, Day Tours are designed in collaboration with National Geographic Expeditions. Experiences are distributed through TUI websites, apps and in-destination local teams, a dedicated National Geographic Day Tours website, and through some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines.

Green & Fair Experiences

TUI is the first business to apply the Global Sustainable Tourism Council (GSTC) Criteria to assess the sustainability performance of individual experiences and has launched a ‘Green & Fair’ label, to help customers identify those experiences that meet the GSTC Criteria. The process of applying the GSTC Criteria received independent certification for meeting the standards of the GSTC following different onsite and online audits carried out by Control Union, a GSTC-accredited independent third-party global certification body. More than 1,600 excursions, activities, and attraction tickets available from TUI already meet the GSTC Criteria, including the majority of TUI Collection experiences and the entire portfolio of National Geographic Day Tours.

Innovative Travel Technology

TUI Musement is driving technology innovation in Tours & Activities. The business has already “platformed” its experiences product category and is now developing platforms for Transfers and Tours through a combination of breakthrough in-house developments and unique startup collaborations, including:

  • A code integration collaboration with Mobi, a US machine learning startup borne out of MIT, to leverage AI to enhance large volume transfer scheduling
  • A code creation partnership with Nezasa, a European trip planning startup, to develop the TUI tours platform, a single, end to end system that enables sourcing, production, distribution, and fulfilment of multi day tours.