TUI Musement adds 250,000 live events to its experience portfolio
In one of the more interesting global B2B developments, TUI Musement has partnered with EVENTIM to add access to more than 250,000 concerts, festivals, theatre performances and sporting events every year across Germany and the UK.
The bigger story is the business model. TUI Musement distributes experiences through its own ecosystem as well as B2B partners including OTAs, tour operators, airlines, hotels, travel agencies and cruise companies.
TUI says the group serves more than 34.7 million customers, while TUI Musement employs around 7,000 people.
The move fits a wider industry shift toward experience-led travel and live events as commercially valuable tourism products. India’s tourism policy shift toward experiential tourism and live events
Trade takeaway: Tours & activities are moving from an add-on to a core component of the travel transaction.
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