TUI launches the TUI Musement tour and activity platform


The brand offers more than 130,000 experiences in the world's major cities and holiday destinations

The TUI Group has launched the TUI Musement tour and activity platform, which will create value for its suppliers and customers by developing a unique 'digital +' platform model, which combines a scalable digital platform for booking, producing and distributing tours and activities, with the provision of customised services in over 50 countries worldwide.

The newly integrated teams will focus on specialist areas such as business development and product management, enabling TUI Musement to combine and make the most of existing skills and knowledge.

TUI Musement, formerly known as TUI Destination Experiences, functions as an open tour and activity platform for suppliers and customers. TUI Musement, which already offers more than 130,000 experiences and activities in major cities and holiday destinations around the world, is currently investing heavily in expanding its product portfolio by working with new suppliers.

The experience catalogue is distributed to TUI's 21 million customers, and also through B2B agreements (such as the recent strategic partnership with and B2C channels (via the Musement and TUI websites).

"A fundamental pillar"

"Musement has been a fundamental pillar in our global growth strategy since its acquisition in 2018. The platform has become an essential part of our DNA and we are proud to show it in the new name of our division," says David Schelp, CEO of TUI Musement.

"We will continue to invest in the functionality of our platform, in our catalogue of activities and experiences and in our distribution channels. TUI Musement is ready to work with new suppliers and customers and we are excited about the opportunities to create value for our cooperation partners," Schelp added.

TUI says that despite the challenges facing tourism today, the tour and activity sector remains a strategic growth area for the company.

"With these changes a new and exciting phase in our growth story begins. We are committed to developing a global leader in the field of tours and activities, which will be in a dominant market position once the sector recovers," explained Sebastian Ebel, TUI Group Executive Board member.