TUI Musement

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

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

• Tours and activities
• Travel experience booking
• Attraction tickets platform
• B2B travel API
• Destination excursions

Headquarters

HQ city

Palma De Mallorca

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered flagship and core.

• Sagrada Família (Junta Constructora del Temple Expiatori de la Sagrada Família)flagshipGTM or Marketing Partner · 21 May 2026TUI 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.
• Jet2coreChannel Partner/ Reseller/ Distributor · 4 February 2026TUI 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.
• TravelExchangecoreChannel Partner/ Reseller/ Distributor · 1 September 2025TUI 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

Direct 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

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about TUI Musement