Palma de Mallorca, 28 September 2020

TUI Group accelerates transformation and growth of its Tours & Activities platform

  • Investment in open platform for Tours & Activities suppliers and customers
  • “TUI Musement” set up for growth in the attractive Tours & Activities market

TUI Group, the world’s leading tourism group, is accelerating the transformation and growth of its Tours & Activities businesses, which form TUI Musement.

Previously known as TUI Destination Experiences, which included the independently operated Musement business, the new TUI Musement will create value for its suppliers and customers by rolling out a unique digital platform+ model, which combines a scalable digital platform for sourcing, producing and distributing Tours & Activities, with curated service delivery in more than 50 countries worldwide. Newly integrated teams will focus on specialist areas, such as business development and supply management, enabling TUI Musement to combine and capitalize on the existing expertise.

Open platform for Tours & Activities suppliers and customers

TUI Musement acts as an open platform for Tours & Activities suppliers and clients. Today TUI Musement offers over 130,000 ‘things to do’ in all major holiday and city destinations worldwide and is heavily investing into expanding its offering by connecting new suppliers. The inventory is distributed to all 21 million TUI customers, through B2B partnerships – such as the recently announced strategic partnership with – and B2C through the Musement and TUI websites.

“Musement has been a key driver of our overall growth strategy since the acquisition in 2018.” Said David Schelp, Chief Executive Officer of TUI Musement. “The platform has become a fundamental part of our DNA and we are proud to show this in our new division name TUI Musement. We will continue to invest in our platform capabilities, our supply and our distribution. TUI Musement is ready to work with new suppliers and customers and we are excited about the opportunities we have to create value for, and with, our partners.”

“When a startup is acquired by a larger company, it usually vanishes from public view. With Musement and TUI, the opposite is true. I am very proud that TUI has chosen to fully utilize the Musement digital platform to deliver the growth strategy. By integrating our teams, we are truly creating a Tours & Activities power play, especially in the areas of business development, supply management and customer support.” added Alessandro Petazzi, Co-Founder of Musement and Chief Growth Officer at TUI Musement.

Fit for future growth

Despite the current challenges facing tourism, the Tours & Activities market continues to be a strategic growth area for TUI Group:

“With these changes we start a new exciting phase of our growth story. We are developing a global Tours & Activities leader, which will be in a great market position once Tours & Activities returns to growth.” Said Sebastian Ebel, Member of the TUI Group Executive Board.

About TUI Group

TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed on the FTSE 250, an index of the London Stock Exchange, on the regulated market of the Hanover Stock Exchange and on the Open Market segment of the Frankfurt Stock Exchange. The TUI Group offers integrated services from a single source for its 27 million customers, 21 million of them in the European national companies.

The entire tourism value chain is covered under one roof. This includes over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 16 cruise ships, from the MS Europa and the MS Europa 2 in the luxury class and expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in Great Britain. The Group also includes leading tour operator brands and online marketing platforms across Europe, five airlines with more than 100 modern medium and long-haul aircraft and over 1,000 travel agencies. In addition to expanding its core business with hotels, cruises via successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a digital company.

Global responsibility for sustainable economic, ecological and social action is at the core of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards with projects in 25 countries. It thus supports holiday destinations in their development.