TUI Musement
- Company typePrivate
- Founded2013
- HeadquartersPalma De Mallorca, Spain
- Headcount—
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
TUI Musement firmographics
Firmographics- Name
- TUI Musement
- Legal name
- Musement S.p.A
- Website
- https://gotui.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Ownership category
- akta.pro rank
TUI Musement industry classification
Industry- Product category
- Online Travel Experiences & Activities
- NAICS
- Tour Operators (561520), Tour Operators (56152), Travel Agencies (561510)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Domestic/In-Country Multi-Day Tour Operators (THAKADAL)
- akta.pro secondary industry
- Culture, Heritage & Arts Itinerary Planning (THAKAOAK)
Keywords
Where TUI Musement is headquartered
LocationHeadquarters
- HQ city
- Palma De Mallorca
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
TUI Musement business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Activity and Experience Bookings: Commission-based revenue from booking tours, activities, attractions and transfers. Customers pay per experience/unit with prices ranging from $8 to $253+ for attractions passes. The platform enables instant booking with free cancellation options.
- B2B Distribution Services: API-based distribution of multi-day tours to travel agencies and tour operators through marketplace partnerships like TravelExchange, enabling real-time availability and booking across 92 countries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual attraction tickets and tours |
| Unit Pricing | Pay-as-you-go | Attraction passes (city explorer bundles) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
TUI Musement product offering
Product offeringCore offering
TUI Musement operates an online travel experiences platform that lets travelers discover and book tours, activities, attraction tickets, and transfers across more than 90 countries. It also distributes multi-day tours to travel agencies and operators via API integrations and white-label partners such as Jet2 and TravelExchange, monetizing through commission-based bookings.
Product overview
TUI Musement is the Tours & Activities business of TUI Group, operating as a comprehensive platform for booking travel experiences worldwide. The core TUI Musement Platform enables booking of experiences, tours, transfers, and attraction tickets across more than 90 countries. The portfolio includes TUI Musement Experiences (unique tours curated from local partners) and Green&Fair Experiences (sustainable tourism options). The company also distributes third-party attraction passes (Go City passes) and provides white-label platform solutions to partners like Jet2. B2B distribution is enabled through API integrations with marketplace platforms like TravelExchange.
Differentiator
Problem solved
Functional benefit
Brands
- TUI Musement Experiences: Unique tours and activities created by locals, curated by TUI Musement.
- Green&Fair
Products and services
- TUI Musement Platform A comprehensive online platform for booking experiences, tours, transfers, and attraction tickets worldwide, offering AI-powered search and access to thousands of activities across more than 90 countries for individual travelers.
- TUI Musement Experiences Unique tours and activities created by local partners and curated by TUI Musement, designed to help travelers get to the heart of every destination.
- Green&Fair Experiences
Companies that use TUI Musement
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
TUI Musement technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature1 record
TUI Musement partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Sagrada Família (Junta Constructora del Temple Expiatori de la Sagrada Família)flagshipTUI Musement is listed as a patron supporting the inauguration of the Tower of Jesus Christ at the Sagrada Família in Barcelona on June 10, 2026, marking 100 years since Antoni Gaudí's death. The commemoration has a budget of €3.2 million, with TUI Musement among the funding organizations including CaixaBank and Telefónica. The Sagrada Família becomes the tallest church in the world at 172.5 meters.
- Jet2coreTUI Musement named as Tours & Activities partner for Jet2, a leading UK leisure travel group. The partnership provides Jet2 customers access to thousands of excursions, activities and attraction tickets across more than 75 destinations. TUI Musement platform powers a new Jet2 'Experiences' website and mobile app for online booking. Rollout begins in 2026, initially available to customers with direct bookings through Jet2.com and Jet2holidays.
- TravelExchangecoreTUI Musement integrated over 750 multi-day tours into B2B marketplace TravelExchange through an API connection. This enables travel agencies and tour operators in more than 30 countries to access real-time availability, pricing, and instant booking. The partnership positions TUI Musement among the first major travel providers to implement automated distribution of multi-day tours at this scale. TravelExchange currently connects over 2,600 travel agencies and tour operators across 92 countries, with portfolio covering Thailand, Costa Rica, Spain, and Italy.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
TUI Musement competitors and assessment
Company assessmentDirect peers
- Tiqets: Tiqets is an attraction ticketing platform with a global inventory of museums and experiences and a B2B distribution API that overlaps directly with TUI Musement's attraction ticket and B2B partnership offering.
- Viator (Tripadvisor): Viator is a Tripadvisor-owned tours and activities marketplace operating globally with a comparable inventory breadth and B2C/B2B distribution model, competing head-to-head with TUI Musement for both supplier content and traveler demand.
- Klook: Klook is a major Asia-headquartered tours, activities, and attractions booking platform with global expansion and an API/partner distribution business analogous to TUI Musement's B2B TravelExchange integration.
- GetYourGuide: GetYourGuide is a leading global tours, activities, and attractions marketplace with a similar B2C booking platform, supplier network, and B2B distribution motion. It is the closest direct competitor to TUI Musement's consumer marketplace.
Broad incumbents
- Airbnb Experiences: Airbnb Experiences is an embedded tours and activities offering within Airbnb's broader accommodation marketplace, competing for the same traveler attention and wallet share that TUI Musement targets through its consumer platform.
- Booking.com Experiences: Booking.com's attractions and experiences product is bundled into Booking Holdings' accommodation and travel marketplace, providing overlapping inventory distribution and competing for B2B partner mindshare alongside TUI Musement.
- Expedia Experiences: Expedia's activities offering (including Viator-sourced inventory) is part of Expedia Group's broader OTA bundle, comparable to TUI Musement's integrated role within TUI Group's travel distribution.
Regional players
- Civitatis: Civitatis is a Spain-headquartered tours and activities operator with strong presence in Spanish-speaking markets (Spain and Latin America), competing with TUI Musement in its home European and Latin American destination footprint.
Emerging players
- Peek: Peek is a tours and activities platform with strong supplier-side software tools and a partner distribution offering, comparable to TUI Musement's white-label and API capabilities.
- Headout: Headout is a growth-stage tours and activities marketplace focused on last-minute attraction bookings and curated inventory, competing with TUI Musement in city destinations with overlapping supplier networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
TUI Musement financial estimates
Financial estimateRevenue estimate
Valuation estimate
TUI Musement leadership team
Management profileNumber of profiles
Profiles2 records
TUI Musement funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TUI Musement M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TUI Musement
What does TUI Musement do?
TUI Musement operates an online travel experiences platform that lets travelers discover and book tours, activities, attraction tickets, and transfers across more than 90 countries. It also distributes multi-day tours to travel agencies and operators via API integrations and white-label partners such as Jet2 and TravelExchange, monetizing through commission-based bookings.
Is TUI Musement a public or private company?
TUI Musement is a private company. It is classified as corporate owned and is currently operating.
When was TUI Musement founded?
TUI Musement was founded in 2013.
Where is TUI Musement based?
TUI Musement is headquartered in Palma De Mallorca, Spain, in the Europe region.
How does TUI Musement make money?
Two revenue lines are on record. Activity and Experience Bookings are the primary driver. The others are B2B Distribution Services.
Who are TUI Musement's main competitors?
Direct peers on record are Tiqets, Viator (Tripadvisor), Klook and GetYourGuide. Broad incumbents are Airbnb Experiences, Booking.com Experiences and Expedia Experiences. Civitatis is listed as a regional player. Emerging players are Peek and Headout.
Does TUI Musement have an API?
Yes. TUI Musement provides an API connection to B2B marketplace TravelExchange, enabling travel agencies and tour operators in more than 30 countries to access real-time availability, pricing, and instant booking for over 750 multi-day tours. The integration covers destinations including Thailand, Costa Rica, Spain, and Italy.
What industry is TUI Musement in?
TUI Musement's product category is Online Travel Experiences & Activities. Its primary akta.pro industry code is THAKADAL, Domestic/In-Country Multi-Day Tour Operators, with a secondary code of THAKAOAK, Culture, Heritage & Arts Itinerary Planning. Its NAICS code is 561520 and its SIC code is 7900.