Musement

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.

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

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

• Tours and activities
• Attraction tickets
• Online travel agency
• Experiences marketplace
• Travel booking platform

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. 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.
3. Gift Cards: Sale of gift cards with selectable monetary values that recipients can redeem for tours, museum tickets, sports events, tastings and more.
4. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Go CitycoreChannel Partner/ Reseller/ DistributorMusement 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)coreStrategic or Co-development PartnerMusement'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)minorOthersMusement holds membership in ETOA, the European Tourism Association, indicating industry recognition and participation in European tourism standards.
• IAGTO (Global Association for Golf Tourism)minorOthersMusement holds membership in IAGTO, the Global Association for Golf Tourism, demonstrating specialized positioning in golf tourism experiences.
• Various Attraction ProviderscoreTechnology or IntegrationMusement 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

Direct 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

• Xx.com/musement
• Facebookfacebook.com/Musement
• Instagraminstagram.com/musement

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Musement