TUI Group Acquires Traveltech Company Musement

musementMusement, a Milan, Italy-based global tours and attractions discovery service, was acquired by German company TUI Group.

The amount of the deal was not disclosed. Following the close of the transaction, the company, led by its founders, along with the entire team, will be managed as an independent business unit within TUI Destination Experiences, the TUI Group subsidiary dedicated to the Tours & Activities segment, which operates in 49 countries worldwide.
By joining the TUI Group, Musement will have access to 20 million customers, and be able to take advantage of on-ground operational capabilities and suppliers’ relationship in sun & beach destinations, currently not covered by the service, as well as to rely on the reputation of a globally trusted brand. TUI and its TUI Destination Experiences subsidiary will have access to Musement’s tech assets, advanced digital skills and a wide range of experiences in multiple cities all over the world.

Co-founded by Alessandro Petazzi, CEO, Claudio Bellinzona, Paolo Giulini and Fabio Zecchini, Musement is a travel companion and personal digital concierge service for tourist activities and bookings around the world. The company has a global portfolio of tens of thousands of activities in 1,100 cities around the world – ranging from admission tickets for museums, events and attractions via guided tours all the way to boat and bicycle tours. It is available in 8 languages: English, Italian, French, Spanish, German, Portuguese, Russian and Dutch on, iOS and Android.

Musement has 130 employees in Milan, Barcelona, Dubai, London, New York, Paris and Amsterdam. The company has raised a total of €15m in five years from P101, 360 Capital Partners, Micheli Associati, Italian Angels for Growth and Interwest Capital.



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