About Us

What we do

TUI Musement is a leading Tours & Activities business with a curated portfolio of the best experiences, including excursions, activities and attraction tickets, in over 100 destinations around the world.

Our experiences are available in multiple languages and sourced from leading travel businesses, or designed in-house by the TUI team, such as the TUI Collection, our flagship portfolio of high quality, great value and responsible excursions, and National Geographic Day Tours, unique and immersive small group guided experiences.

Excursions, activities and attraction tickets are available direct through our easy to use TUI Musement website and app, and you can book with peace of mind thanks to the free cancellation policy and Best Value Guarantee included with the majority of experiences. Alternatively, book experiences in any TUI store or with our local teams in destinations around the world.

Also need a transfer? TUI Musement provides thousands of bus and private transfer options between hotels, ports, airports and key attractions in destinations. Search on the app, ask in TUI stores, or check with our destination teams.

Our mission

TUI Musement’s ambition is to become the most loved Tours & Activities business. That means being loved by our customers, colleagues, destination partners and everyone we work with. For our customers, we’re dedicated to delivering the best travel experiences, service and value for money.

Furthermore, as part of TUI Group, we believe that tourism is a force for good and support the sustainable transformation of travel. TUI Musement is the first business to apply the Global Sustainable Tourism Council (GSTC) Criteria to assess the sustainability performance of individual experiences and has launched a ‘Green & Fair’ label, to help customers identify those experiences that meet the GSTC Criteria.

How it all began

TUI Musement is proudly part of TUI Group, one of the world's leading tourism businesses. TUI offers millions of customers integrated services – including flights, hotels, cruises and experiences - from a single source and forms the entire tourism value chain under one roof.

In 2018, TUI acquired the Italian startup Musement, a leading online platform for excursions, activities and attraction tickets. TUI Musement was born shortly after, combining Musement’s online platform with TUIs in destination teams, high quality customer service and knowledge of developing original experiences.

TUI Core Values

The cornerstones of our business are strong brand values that put our customers at the heart of everything we do.

Trusted - We make it happen

We make travel easy
We can be trusted to deliver what we promise
We create moments that matter

Unique – We make it personal

We listen and do what’s right for your unique needs
We go above and beyond to show you that we care
We do this for everybody, and the world around us

Inspiring – We make it meaningful

We inspire by sharing expertise
We empower discovery
We create moments that matter

Meet the Leadership Team

The Leadership Team is driving TUI Musement to be at the forefront of the Tours & Activities market. At the helm is CEO Peter Ulwahn, who's been with the company for over 30 years and has hands-on experience across the business. Supporting him are colleagues with invaluable knowledge and expertise across various sectors from technology to sales, strategy, supply and distribution.