Palma de Mallorca, 15 April 2021

TUI strengthens Tours & Activities leadership team to drive future growth

  • Ina Bourmer to join as Chief People Officer, TUI Musement
  • Musement Co-Founder Alessandro Petazzi taking strategic advisor role
  • Mirco Fiumene, CMO TUI Musement, to lead central Sales & Marketing team as part of functional setup

TUI Group, the world’s leading tourism group, has strengthened the leadership team of its Tours & Activities division, TUI Musement.

Ina Bourmer is joining TUI Musement as Chief People Officer. Bourmer previously held leadership positions in the entertainment, telecommunications, and technology industries, including roles at start-ups and one of the ‘big five’ technology companies. In addition to HR expertise, Bourmer studied computer science and worked as an IT engineer. As Chief People Officer, Bourmer will champion mature digital culture throughout TUI Musement and drive internal development initiatives.

The travel sector is on the cusp of major recovery, with Tours & Activities as a key growth area for the foreseeable future. It is an exciting time to join TUI Musement, an industry leading business with a startup mindset and focus on digital acceleration.” says Bourmer.

A second key change to the TUI Musement leadership team will see Musement Co-Founder and founding CEO Alessandro Petazzi – who has been TUI Musement Chief Growth Officer over the past six months – take a strategic advisor role. Alessandro helped drive the culture, growth, and overall development of Musement as a company and a platform. Respected as a leading Italian entrepreneur and held in high esteem in the travel industry, Alessandro is credited with helping shape the Tours & Activities area before it was defined.

Regarding his new role, Alessandro commented; “TUI Musement is in a strong position as travel returns, but we operate in a very dynamic and competitive industry and must continue to evolve. This role enables me to look at developments in Tours & Activities and the wider travel sector, to better develop strategy and help shape the future of our business.” 

In addition to these changes, and in preparation for future growth, TUI Musement has implemented a more functional setup, with the objective of empowering teams to work in a quick, simple and agile way as part of the business’ mature digital culture. This includes a single Digital Product & Technology team, led by Peter Ulwahn, Chief Digital Officer.

On top, an extended and central Sales & Marketing function headed by TUI Musement Chief Marketing Officer Mirco Fiumene will complete the new setup. Mirco is an Amazon, Paypal and Ebay veteran and established digital leader. Musement Co-Founder Fabio Zecchini will continue in his role as Chief Technology Officer.

A modern company is constantly evolving, and these changes are key steps forward on our growth path. Ina is a leader in her profession and brings valuable technology experience, while Alessandro can now focus more on the strategic direction of our business within the dynamic Tours & Activities market.” says TUI Musement CEO David Schelp.

Ina Bourmer will start as TUI Musement Chief People Officer today, April 15th, 2021. Alessandro Petazzi will hand over his day to day managerial responsibilities during a transition period throughout April, taking the role of strategic advisor from May 1st, 2021.

About TUI Musement

TUI Musement is a leading Tours & Activities business that combines a scalable digital platform with local service delivery in more than 140 countries worldwide. Available in all major holiday and city destinations to travellers around the world, including the 28 million annual TUI customers, there are currently more than 170,000 ‘things to do’ – including excursions, activities, tickets and transfers. These are distributed through the Musement and TUI websites and apps, and B2B partners, including the world's leading OTAs, tour operators, cruise lines and travel companies. TUI Musement is one of the major growth areas of TUI Group and in FY19 generated a revenue of EUR 1.2bn, delivered by 9,000 colleagues.

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.

Stephen Denton

Head of External Communications
TUI Musement
Contact details
+34 930 064 064
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