Tui Musement joins Atas to strengthen UK trade connections

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Tui Musement, the tours and activities division of Tui Group, has joined the Association of Touring and Adventure Suppliers (Atas) to bolster relationships with UK agents.

Sue Vincent, B2B partnerships director at Tui Musement, said: “Joining an association like Atas presents a wealth of opportunities. Our expertise lies in sourcing, producing and operating multi-day tours across 40+ countries.

“Through this partnership, we’re keen to gain deeper insights into the UK and Irish touring markets, while connecting with fellow industry operators and trade specialists.”

She said UK travel agents are “essential” to the business, adding: “Their feedback offers a direct line into evolving customer preferences, market trends and operational know-how.

“In the touring segment, travel agents remain the go-to channel for complex itineraries and premium trips, where clients value expert advice and personal service.”

She noted a Grand View Research study which said the luxury travel segment is projected to expand at a CAGR [compound annual growth rate] of 8.5% to 2030, with adventure and cultural touring among its key drivers.

Tui Musement provides more than 1,000 fixed itineraries, ranging from escorted multi-day tours to mini-cruises, island-hopping trips, small group and private tours, and an extensive range of self-drive programmes.

Agents can access these itineraries and real-time pricing and availability via B2B platforms.

Vincent added: “Thanks to our Atas membership, we now have a valuable gateway into the UK travel market.

“Through targeted social media and email campaigns, we’ll be engaging with British travel agents, introducing them to our flexible touring portfolio, distinguished by global reach and grounded in local expertise.

“Whether UK travellers seek timeless cultural journeys or more immersive, off-the-beaten-path adventures, we’re perfectly positioned to deliver.

“With specialist itineraries across Africa, the Americas, Asia, and Europe, we’re ready to inspire and support the next holidaymakers.”

Asked about priorities for the trade, she continued: “In the immediate term, we’re focusing on amplifying the visibility of Tui Musement products and reinforcing our position as a key player in the touring space.

“Long-term, we are focused on scaling our distribution via tour operators, OTAs and digital marketplaces.

“We aim to become the preferred touring partner for the trade, combining a diverse product range with seamless booking technology. Touring is at the core of who we are.

“As interest in this segment continues to grow in the UK, we’re ready to support agents and operators with exceptional in-destination services – powered by our local offices, expert guides, robust supplier network and tailored contracting capabilities.”

Looking at the UK market, she said demand is increasing for smaller group tours, flexible itineraries, and experiences aligned with sustainable travel principles.

“Every year we’re able to launch new concepts. Our locally based experts can swiftly develop new destinations and incorporate them into our portfolio – for example, the new Tren Maya experience in Mexico, which we’ve added as an authentic highlight to our bestselling Wonders of the Maya tour,” she added.

“We adapt rapidly to shifting trends; most recently launching small-group Tour experiences in over five countries. It’s a true game changer.”

The small group tours feature the likes of Tunisia, Morocco, Thailand, Indonesia and Costa Rica, plus European options in Spain, Portugal, Italy and Croatia.

Claire Brighton, Atas director, said: “We’re delighted to welcome Tui Musement – they offer agents a very wide range of destinations and experiences.

“We’re really looking forward to finding out more from their team at our conference.”

Pictured below: Barcelona