Musement
Musement is a TUI Group-owned online travel agency and digital marketplace that enables consumers and B2B partners to discover, compare, and book tickets to attractions, museums, tours, and activities across 1,000+ destinations worldwide.
- Company typePrivate
- Founded2012
- HeadquartersMilan, Italy
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Musement does
Musement is an online travel agency and digital marketplace, founded in Milan in 2012 and operating as a subsidiary of TUI Group under the combined "TUI Musement" brand. The company enables consumers to discover, compare, and book tickets to attractions, museums, tours, and activities across more than 1,000 destinations globally, with concentrated inventory in major cities including Paris (453 experiences), London (592 experiences), Rome (491 experiences), Barcelona (411 experiences), Amsterdam (367 experiences), and New York (284 experiences). Distribution spans direct-to-consumer channels (musement.com website and mobile app), a travel agent portal, affiliate programs, and a B2B API with white-label integrations targeting banks, loyalty programs, OTAs, and traveltech platforms.
Musement firmographics
Firmographics- Name
- Musement
- Legal name
- Musement S.p.A.
- Website
- https://musement.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Musement is a TUI Group-owned online travel agency and digital marketplace that enables consumers and B2B partners to discover, compare, and book tickets to attractions, museums, tours, and activities across 1,000+ destinations worldwide.
- Ownership category
- akta.pro rank
Musement industry classification
Industry- Product category
- Travel Experiences Marketplace
- NAICS
- Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)
- akta.pro secondary industries
- Tours, Activities & Experiences Booking Marketplaces (THALAFAF), Review-Led Travel Discovery & Booking Platforms (THAKAAAN)
Keywords
Where Musement is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Musement business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Ticket Sales Commission: Musement earns revenue by taking a commission on tickets sold for attractions, museums, and activities. The platform offers tickets at various price points ranging from approximately $8 to $253 for multi-day passes, with booking fees added at checkout.
- B2B API/Platform Licensing: Revenue generated through API access and white-label partnerships with banks, loyalty programs, OTAs, and traveltech platforms seeking to embed tours and activities for ancillary revenue.
- Gift Cards: Sale of gift cards with selectable monetary values that recipients can redeem for tours, museum tickets, sports events, tastings and more.
- Multi-Attraction Passes: Distribution of attraction passes (Go City passes, CityPASS) that bundle multiple experiences at discounted rates, earning revenue through the spread between retail and wholesale pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual attraction tickets with per-experience pricing |
| Transaction based/ take rate | Pay-as-you-go | Go City multi-attraction passes with bundled pricing |
| Unit Pricing | Pay-as-you-go | Skip-the-line and premium experience upgrades |
| One time/ perpetual license | Pay-as-you-go | Gift cards with selectable denomination |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Musement product offering
Product offeringCore offering
Musement operates a consumer-facing online marketplace (musement.com and mobile apps) where travelers can discover, compare, and book tickets for attractions, museums, tours, and activities in over 1,000 destinations worldwide. It also provides a B2B API and white-label platform that lets banks, loyalty programs, OTAs, and traveltech platforms embed tours and activities into their own products for ancillary revenue. The offering is complemented by bundled multi-attraction passes (Go City, CityPASS, TUI Pass), gift cards, and a GSTC-approved Green & Fair sustainable experiences program.
Product overview
Musement is a TUI Group-owned online travel agency and digital marketplace specializing in tours, activities, and attraction tickets. The core platform provides direct consumer booking for experiences across 20+ global destinations including Paris, London, Rome, Barcelona, New York, and Amsterdam. The product portfolio includes the main Musement booking platform, gift cards, the Green & Fair sustainable experiences module (GSTC-approved), Go City multi-attraction passes, CityPASS bundles, and the TUI Pass membership. For partners, Musement offers B2B distribution solutions including white-label, affiliate, and API access for banks, loyalty programs, and OTAs to embed experiences for ancillary revenue.
Differentiator
Problem solved
Functional benefit
Brands
- TUI Musement: The combined brand identity under TUI Group for tours and activities distribution.
Products and services
- Musement Online Booking Platform Consumer-facing online marketplace where travelers discover, compare, and book tickets for attractions, museums, tours, and activities across 1,000+ destinations worldwide, with mobile voucher delivery, instant confirmation, and free cancellation on many products.
- Musement Gift Cards Digital gift cards in selectable monetary denominations redeemable by recipients for tours, museum tickets, sports events, tastings, and other experiences offered on the platform.
- Go City Multi-Attraction Passes
- CityPASS Attraction Bundles
- TUI Pass
- Corporate / Distribution Partnerships (White-Label & API)
- Supplier Platform
Quantifiable outcome
- Up to 50% savings on attraction passes compared to regular admission prices
- +2 more outcomes
Companies that use Musement
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Musement technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Musement partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Go CitycoreMusement distributes Go City attraction passes (Explorer Pass, All-Inclusive Pass) as a reseller. These multi-attraction passes provide access to 30-40+ attractions in various cities including Boston, Singapore, Los Angeles, New York, and Dublin.
- Global Sustainable Tourism Council (GSTC)coreMusement's proprietary Green & Fair sustainability assessment process has been approved by the Global Sustainable Tourism Council. This partnership validates Musement's sustainability criteria and assessment methodology for evaluating travel experiences.
- ETOA (European Tourism Association)minorMusement holds membership in ETOA, the European Tourism Association, indicating industry recognition and participation in European tourism standards.
- IAGTO (Global Association for Golf Tourism)minorMusement holds membership in IAGTO, the Global Association for Golf Tourism, demonstrating specialized positioning in golf tourism experiences.
- Various Attraction ProviderscoreMusement partners directly with attraction providers including museums (Sagrada Família, MoMA, Musée d'Orsay, Van Gogh Museum), theme parks (LEGOLAND, Universal Studios), and tour operators. These partnerships enable inventory access and distribution through the platform.
Scale indicators3 records
Recent moves7 records
Expansion highlights7 records
Musement competitors and assessment
Company assessmentDirect peers
- Klook: Klook is an Asia-Pacific-leading tours, activities, and attraction booking platform with global expansion, white-label APIs, and significant supplier breadth — a direct functional and competitive peer to Musement.
- GetYourGuide: GetYourGuide is a leading online booking platform for tours, attractions, and activities worldwide with strong European roots and a major B2B API — directly comparable to Musement in product, customer base (travelers and B2B partners), and business model.
- Viator: Viator is a Tripadvisor-owned online marketplace for tours, attractions, and activities across thousands of destinations — a direct competitor to Musement with comparable consumer booking platform, supplier model, and global city coverage.
- Headout: Headout is a curated tours and attractions marketplace focused on top destinations with strong mobile-first product, skip-the-line offerings, and recently expanded B2B partnerships — directly comparable to Musement's core offering.
Broad incumbents
- Booking.com Experiences: Booking.com Experiences is the attractions/activities vertical of Booking Holdings, bundled into the world's largest accommodation OTA — overlapping with Musement's inventory but serving a much wider travel portfolio and captive audience.
- Trip.com / Ctrip Experiences: Trip.com Group operates attractions and activities booking across Asia and increasingly Europe — a broad incumbent with overlapping destination coverage and a B2B distribution model analogous to Musement.
Emerging players
- Airbnb Experiences: Airbnb Experiences hosts host-led activities and tours alongside Airbnb stays — partial overlap with Musement focused on local-guide-style curated experiences rather than attraction ticketing.
- Peek.com: Peek is a tours/activities platform targeting both consumers and resellers with a strong B2B distribution backbone — overlapping with Musement's marketplace/API model at a smaller scale.
Others
- CityPASS / Go City: Go City and CityPASS are multi-attraction pass products that Musement itself distributes; they are also competitors in the bundled-attraction segment and a key commercial partner, making them adjacent ecosystem players.
- TUI Group (other tours/activities arms): TUI Group is Musement's parent and operates other tours/excursions businesses within its holiday packages — adjacent via shared ownership, customer overlap, and potential distribution overlap with Musement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Musement social profiles
Digital presenceMusement financial estimates
Financial estimateRevenue estimate
Valuation estimate
Musement leadership team
Management profileNumber of profiles
Profiles5 records
Musement funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Musement M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Musement
What does Musement do?
Musement operates a consumer-facing online marketplace (musement.com and mobile apps) where travelers can discover, compare, and book tickets for attractions, museums, tours, and activities in over 1,000 destinations worldwide. It also provides a B2B API and white-label platform that lets banks, loyalty programs, OTAs, and traveltech platforms embed tours and activities into their own products for ancillary revenue. The offering is complemented by bundled multi-attraction passes (Go City, CityPASS, TUI Pass), gift cards, and a GSTC-approved Green & Fair sustainable experiences program.
Is Musement a public or private company?
Musement is a private company. It is classified as corporate owned and is currently operating.
When was Musement founded?
Musement was founded in 2012. It employs 101 to 250 people.
Where is Musement based?
Musement is headquartered in Milan, Italy, in the Europe region.
How does Musement make money?
Four revenue lines are on record. Ticket Sales Commission is the primary driver. The others are B2B API/Platform Licensing, gift Cards and multi-Attraction Passes.
Who are Musement's main competitors?
Direct peers on record are Klook, GetYourGuide, Viator and Headout. Broad incumbents are Booking.com Experiences and Trip.com / Ctrip Experiences. Emerging players are Airbnb Experiences and Peek.com. Others are CityPASS / Go City and TUI Group (other tours/activities arms).
Does Musement have an API?
No public API is recorded for Musement.
What industry is Musement in?
Musement's product category is Travel Experiences Marketplace. Its primary akta.pro industry code is BPAMAIAJ, Tours, Activities & Experiences Booking Platforms, with a secondary code of THALAFAF, Tours, Activities & Experiences Booking Marketplaces. Its NAICS code is 56152 and its SIC code is 7900.