Tui Musement has been formed to accelerate the transformation and growth of the European travel group’s tours and activities businesses.

Previously known as Tui Destination Experiences, the new unit will feature a digital platform-plus model combining a scalable online platform for sourcing, producing and distributing tours and activities in more than 50 countries worldwide.

Newly integrated teams will focus on specialist areas, such as business development and supply management, enabling Tui Musement to combine and capitalise on the existing expertise, according to Tui Group.

The group sees the tours and activities sectors as a strategic growth market.

Executive board member Sebastian Ebel said: “With these changes we start a new exciting phase of our growth story.

“We are developing a global tours and activities leader, which will be in a dominant market position once tours and ctivities returns to growth.”

Tui Musement offers more than 130,000 ‘things to do’ in holiday and city destinations worldwide and is expanding its offering by connecting new suppliers.

The inventory is distributed to all 21 million Tui customers, through B2B partnerships – such as a recent strategic partnership with – and B2C through the Musement and Tui websites.

Tui Musement chief executive David Schelp said: “Musement has been a key driver of our overall growth strategy since the acquisition in 2018.

“The platform has become a fundamental part of our DNA and we are proud to show this in our new division name Tui Musement.

“We will continue to invest in our platform capabilities, our supply and our distribution.”

He added: “Tui Musement is ready to work with new suppliers and customers and we are excited about the opportunities we have to create value for, and with, our partners.”

Alessandro Petazzi, co-founder of Musement and chief growth officer at Tui Musement, said: “When a start-up is acquired by a larger company, it usually vanishes from public view. With Musement and Tui, the opposite is true.

“I am very proud that Tui has chosen to fully utilise the Musement digital platform to deliver the growth strategy.

“By integrating our teams, we are truly creating a tours and activities power play, especially in the areas of business development, supply management and customer support.”