Travel agency Tui has entered into a strategic partnership with Ctrip, a deal that is expected to give 200 million users of the Chinese OTA giant direct access to Musement’s tours and activities in over 1,900 cities.
Tui acquired Musement in summer 2018, with the intention of expanding the Milan-based tours and activities startup into a leading digital platform for activities and excursions.
As part of the partnership between Ctrip and Tui, there are also plans to develop exclusive excursions and one-day tours in Chinese for many destinations. Musement’s overall portfolio, which is also available to customers from China, currently comprises 150,000 products.
“The strategic partnership with Ctrip shows the immense opportunities the online business offers us in the area of tours and activities. We are convinced that this strong combination will enable us to consistently expand our online market share in the coming years,” said TUI CEO Fritz Joussen.
The Spanish subsidiary TUI Destination Experiences is one of the TUI Group’s three strategic growth pillars alongside Hotels & Resorts and Cruises. As part of the TUI 2022 strategy, business in China and South-east Asia will be significantly expanded.