A tour of the Statue of Liberty in New York with priority boarding for the ferry. Seats to watch FC Barcelona play at their stadium Camp Nou. Tickets for the water taxi from the airport to the centre of Venice. Or an island tour of Mallorca. Just four out of around 150,000 activities that TUI currently offers and that mark one of the key trends in the tourism industry today. “After the hotel and flight business, in-destination experiences are one of the biggest selling points in tourism,” says David Schelp, Managing Director of TUI Destination Experiences. In 2018 global annual sales in tours and activities market approached 160 billion euros. The market is growing at a rate of seven per cent a year.
Now holidaymakers can book all these activities through any of TUI’s distribution channels: from the rep, at the travel agency, on the website and in the app. The acquisition of Musement, a digital platform for destination experiences, has contributed significantly. TUI took over the Milan-based start-up in October 2018. Even before the acquisition, TUI already sold around five million tours per year. “This acquisition speeds up our transformation into a leading digital provider of excursions and activities and will enable our customers to enjoy even more personalised experiences,” says Schelp.