From Monday 24 February 2025, TUI Musement, the travel division of the TUI Group, will offer year-round activities and experiences, not just during holidays abroad. This program is being developed in countries where “No passport required”, as it has been called.
To this end, TUI Musement will work with the Fever platform. It will initially offer more than 350 “Experiences for locals” to customers in the UK and Germany and in cities such as London, Manchester, Berlin Hamburg, and 40 other regions. Fever, based in New York, currently offers more than 30,000 experiences.
Bookings for these activities and experiences will be available via the TUI and TUI Musement apps and websites. Group CEO Sebastian Ebel, however, said the experiences, which include exhibitions, theatre performances, concerts, and food nights, would also be available through TUI retail stores.
Year-round experiences and leisure from TUI
As he said, the aim is for TUI to become “a provider of leisure activities all year round, abroad and at home”.
TUI’s CEO highlighted: “We have refined our strategy in recent months. While we are very well known to customers for their annual holidays or even city breaks, we are now moving into a new phase in which we can be their everyday partner for leisure activities”.
Peter Krueger, TUI’s chief strategy officer and managing director of the group’s Holiday Experiences division, said:
“This new leisure offering builds on TUI’s strong global footprint in tours and activities. Traditionally, excursions, activities, and tickets to cultural events have been products that complement holidays. We are excited to now be able to offer local experiences in our customers’ home cities – thanks to the partnership with Fever.”
Ignacio Bachiller, CEO of Fever, said that travel “should be more than just visiting a place, every trip should be a real experience… Our partnership with Tui marks an exciting step forward by integrating Fever’s curated events into Tui’s offerings.”
Tui Musement CEO Peter Ulwahn added: “Tui is committed to delivering exceptional travel experiences, but we recognize that not every memorable moment requires a trip abroad. We invite locals to break the routine, explore new interests, discover hidden gems, and enjoy some ‘wow moments’ closer to home. The Tui app will now act as the exclusive go-to for locals looking for great day trips and weekend getaways.”
Fever was launched in 2014 and has developed a global experiences, entertainment, and event booking platform with extensive venture capital backing.
TUI Musement recently became a global Tours & Activities partner with Travel Counselors, which operates in over 100 countries. The Travel Counselors community will have access to a diverse and curated portfolio of thousands of tours, activities, and attraction tickets. Among others, it offers guided tours to La Sagrada Familia (Barcelona’s number 1 tourist attraction), the Colosseum, and the Burj Khalifa (the tallest building in the world, located in Dubai)…
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