Musement Operator Guide: How TUI Musement Sells Your Tours

This Musement operator guide starts with the thing most operators misunderstand about the platform. Musement isn’t a smaller GetYourGuide. It’s the tours and activities business of TUI Group, the holiday company. Most of its value comes from wholesale: selling your product to TUI’s own package holidaymakers and to other companies’ customers, including Jet2, Booking.com and a long list of airlines, cruise lines and travel agents.

That makes the answer to “is Musement worth it?” fairly clear. If you run tours, tickets or activities in a destination where package holidaymakers go (Spain, Greece, Portugal, the Canaries, the big European cities), it can be one of your most useful channels. If you run a heritage attraction in the north of England or the west of Ireland, it will probably do little for you.

Most operators find this out after spending weeks on onboarding. This guide covers what TUI Musement is, where it actually sells your product, how to become a Musement supplier, what commission to expect, how invoicing works, and a simple test for whether it’s worth your time.

Key Takeaways

• TUI Musement sells mostly through other companies’ channels: TUI’s own customers, Jet2 (from 2026), Booking.com (since 2020), airlines, cruise lines and travel agents.
• It sold 10.6 million excursions, tours and activities in TUI’s 2025 financial year. Its strongest fit is holiday destinations, not most UK or Irish attractions.
• You propose your own Musement commission when you upload a product, and the team approves it or negotiates. Two guides put it at 15 to 25% and 20 to 35% respectively, so treat any single figure with caution (as of October 2026).
• Onboarding is manual, with an account manager review, and can take up to six weeks.
• You invoice Musement monthly for the previous month’s bookings, and refunds are deducted from what you’re paid.

What TUI Musement Is

TUI Musement is the tours, activities and transfers business of TUI Group. Musement started in Italy in 2013 as an online platform for tickets and experiences. TUI bought it in September 2018, and in 2020 combined it with its own destination services business under the TUI Musement name.

In practice, that means two things are joined together. There’s a consumer-facing platform (musement.com and the Musement app). Behind it sits a much larger operation that supplies excursions and tickets to TUI’s own holidaymakers and to other travel companies.

How big is it?

In TUI’s 2025 financial year (October 2024 to September 2025), TUI Musement sold 10.6 million excursions, tours and activities, up from 10 million the year before. Its underlying profit (EBIT) rose to €71 million from €49 million. It also handled 30.9 million transfers.

Growth is steady rather than fast. In its September 2026 trading update, TUI said it expected its experiences business to grow by a low- to mid-single-digit percentage in the fourth quarter of its financial year (July to September 2026). That’s a mature business, not a rocket.

TUI says the platform covers more than 1,000 destinations in over 100 countries. It’s also expanding into city experiences (TUI reported urban experience bookings up almost 25%) and into Multi Day Experiences, short one- or two-night trips that combine excursions and accommodation.

Where Musement Sells Your Product

This is the part of the Musement operator guide that matters most. When you list on GetYourGuide or Viator, you’re mostly buying a place in a marketplace that travellers search. When you list on Musement, you’re mostly buying access to a distribution network.

Channel	Who the customer is	When they usually book
TUI websites, apps and reps	TUI package holidaymakers	Before travel or in resort
Jet2 (announced February 2026)	Jet2holidays and Jet2.com customers	Before travel or in resort, through the Jet2 app and Experiences site
Booking.com (since 2020)	Booking.com users browsing attractions	Around their hotel booking
Other B2B partners	Customers of airlines, cruise lines, travel agents and other OTAs	Varies by partner
musement.com and the Musement app	Independent travellers	Anytime

The Jet2 deal is a good example of how this works. In February 2026, Jet2 named TUI Musement as its preferred supplier of tours and activities in more than 75 destinations. Jet2 customers book through Jet2’s own app and website, and many will never know Musement is involved. If your boat trip in Mallorca is on Musement, it can reach those customers without you signing anything with Jet2, if Musement includes it in what Jet2 sells.

The same logic applies to Booking.com. Musement has been one of Booking.com’s attractions partners since 2020, so some Musement inventory can appear on Booking.com. Musement decides what it passes on, and placement isn’t guaranteed. Our Booking.com Attractions operator guide explains how that route works.

What this means for UK and Irish attractions

The customers Musement reaches best are people on package holidays. For a UK or Irish operator, that’s the catch: TUI and Jet2’s UK customers are mostly flying out to the Mediterranean, not visiting attractions at home.

Your inbound reach depends on TUI’s continental European customers, the B2B partners and city-break travellers. It’s real, but modest for most attractions outside London, Edinburgh and Dublin. For an operator in Tenerife, the Algarve or Crete, it’s a different picture: Musement can put you in front of many of the package holidaymakers in your resort.

How to Become a Musement Supplier

Becoming a Musement supplier takes five steps, and the process is manual. Expect up to six weeks from first contact to live products, according to Magpie, a content tool that connects to Musement.

1. Register. Start at the TUI Musement partner site, which takes you to the Musement business platform. Joining is free. Add your company details and accept the terms.
2. Account manager review. An account manager checks whether your business suits the platform.
3. Agree commission. You propose a rate, and Musement’s Strategic Partnerships team approves it or negotiates (more on this below).
4. Connect your booking system and test it. Check that availability, prices and bookings sync correctly before going live.
5. Upload products and go live.

Musement accepts day tours and attraction tickets, multi-day tours, transfers and in-destination services.

What the review looks for

Musement doesn’t publish a checklist. In practice, reviewers look for the basics: live availability, a clear cancellation policy, a straightforward way to redeem vouchers, and a working connection to your booking system. If those are in place before you apply, the review goes faster.

The slow part is usually waiting, not the paperwork. A former colleague who ran a kayak and snorkelling business in the Algarve applied in late winter, hoping to be live for Easter. The application went in quickly. Then the account manager went quiet for three weeks, and the products went live in mid-May, after the shoulder season had started.

His advice since then has been simple: apply in the autumn for the following summer, and chase politely every week.

Musement Commission and Payouts

Musement doesn’t publish its commission rates, and the reported figures don’t agree. Bókun’s supplier guide puts commission at 15 to 25% per sale, depending on the product, destination and volume. Magpie quotes 20 to 35%. Treat any single figure with caution (as of October 2026).

There’s no listing fee. Musement’s charge is the commission it takes on each booking.

You propose the rate

Musement works differently from most OTAs here. According to Bókun, you set the commission yourself, either as a percentage or a fixed amount per booking. Musement’s team then approves it or comes back to negotiate.

That gives you an opening, but don’t overplay it. Propose a rate you can live with, based on your real margin, and expect some pushback if it’s at the low end. Our OTA commission rates compared article shows where Musement sits against the other platforms, and our Booking.com Attractions commission guide covers what you pay when Musement passes your product to Booking.com.

Monthly invoicing and refunds

Musement takes payment from the customer. At the end of each month, you invoice Musement for the previous month’s bookings, and Musement pays that amount minus any refunds or compensation it has given customers.

A simple hypothetical shows how that plays out. A tapas tour operator in Seville sells 40 places through Musement in June at €60 each, at a 25% commission.

That’s €2,400 in sales, minus €600 commission: €1,800 owed for June. If Musement refunded two customers €120 in total after a late cancellation dispute, the June invoice is settled at €1,680 (assuming Musement deducts the full refund). June’s money arrives in July at the earliest.

That’s a cash-flow lag and a monthly admin task. If you’re used to weekly payouts elsewhere, plan for it. Our article on OTA payment terms and cash flow covers how.

Before you propose a rate, work out what a Musement booking is really worth to you with our guide to calculating your true OTA margin.

Setting Up Listings for Package-Holiday Customers

General listing basics apply here too, and our guide on how to optimise your OTA listing covers them. What’s different on Musement is the customer. Many will be families on a one- or two-week package holiday, staying in a resort hotel, without a car.

• Pickup and meeting points. If you offer hotel pickup, be precise about which hotels or zones you cover. If you don’t, give clear directions from the main resort areas and say how long the journey takes.
• Family pricing. Show child and infant prices clearly, and say which ages count as children.
• Flexible cancellation. Package customers plan around weather and their holiday schedule. Back in 2021, TUI said 85% of its experiences could be cancelled free of charge up to 24 hours before. Strict policies stand out, and not in a good way.
• Simple redemption. Make sure your staff know what a Musement or partner voucher looks like on a phone, and accept it without fuss.
• Translation. Musement has offered suppliers free translation help (Regiondo, 2024). Check the result, especially for safety information and meeting instructions, because your listing may be read in German, Dutch, Italian or French.

Connecting Your Booking System

Connect Musement to your booking system before you go live. Bókun, Regiondo and TuriTop all have Musement integrations, and Musement also offers an API. Once connected, availability updates automatically and bookings land in your main calendar.

Test the connection with a real booking before you open up full availability. A mapping mistake on a wholesale channel can mean a booking you only discover when a family turns up at your meeting point. Our comparison of Bókun vs FareHarbor vs Rezdy covers which systems connect to which channels.

Musement vs GetYourGuide and Viator

GetYourGuide and Viator are marketplaces. Travellers search them, compare listings and book, and your ranking depends on reviews, conversion and price. Our Viator vs GetYourGuide comparison covers how those two differ.

Musement has a marketplace too, but its strength is distribution into package-holiday companies. You compete less on search ranking and more on whether TUI and its partners choose to sell your product.

If you’re weighing Musement vs GetYourGuide, the order is straightforward for most operators. Get your Viator and GetYourGuide listings working first, because they reach the widest audience. Add Musement when your destination has a large package-holiday market, or when you want Booking.com and tour-operator reach without separate contracts. Our OTA distribution strategy explains how to choose platforms by source market.

Is Musement Worth It for Your Business?

Musement is worth it if your destination draws package holidaymakers and your product suits them. It’s a low priority if most of your visitors are domestic, or travel independently by car.

Three questions to answer before you apply:

1. Is your destination a package-holiday destination? Look at where TUI and Jet2 fly. If they run packages to your area, Musement can reach those customers. If they don’t, the reach is mostly through Booking.com and city-break travellers.
2. Does your product suit package customers? Half-day and day trips, boat trips, attraction tickets and family activities work well. Long, specialist or highly local experiences are harder to sell through a wholesale network.
3. Can you handle the admin? Slow onboarding, monthly invoicing and refund deductions all take time. If you’re a two-person operation in peak season, plan for that.

Another story makes the contrast clear. At a trade event last year I spoke to two operators on the same panel.

One ran a catamaran trip in the Canaries, and TUI and partner bookings had grown into roughly a third of his summer sales. The other ran a heritage site in the Scottish Borders.

She’d listed on Musement two years earlier and could count the bookings on one hand. Same platform, completely different fit.

Musement Operator Guide: Where to Start

TUI Musement is a wholesale channel with a consumer site attached. For operators in holiday destinations, it can put your product in front of TUI, Jet2 and Booking.com customers through a single contract. For most UK and Irish attractions, it’s a nice-to-have at best.

If it fits, the work is mostly up front. Apply early, propose a commission you can live with, connect and test your booking system, and set your listings up for families on holiday.

One thing to do today: check whether TUI or Jet2 sell package holidays to your destination. If they do, Musement deserves a place on your list. If they don’t, focus on the platforms your visitors actually use.