TUI Musement and Travel Counsellors Form a Powerful Alliance to Offer Travelers a Wide Selection of Premium Excursions, Attractions, and Exclusive Tours Worldwide

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TUI Musement, the dynamic Tours & Activities division of TUI Group, has announced a strategic partnership with Travel Counsellors, the UK’s leading technology-driven platform for independent travel entrepreneurs. This collaboration marks another milestone in TUI Musement’s commitment to expanding its reach in the excursions and activities sector while reinforcing its reputation as a trusted B2B provider for travel experiences worldwide.

“Expanding our partnership with TUI Musement is an exciting development as it empowers Travel Counsellors business owners to offer a more comprehensive, personalised and customised product that meets and exceeds the demands of our customers.” Said Simon Ward, Director of Supplier Partner Connectivity and Strategy at Travel Counsellors. “We know that highly tailored experiences are top of mind for customers, and Travel Counsellors now provides access to the best excursions, activities and attraction tickets.”  

Seamless Integration for Enhanced Travel Planning

As part of this agreement, TUI Musement will integrate its platform with Travel Counsellors’ proprietary digital ecosystem, Phenix. This API-based integration will enable over 2,100 independent travel business owners to access an extensive catalog of excursions, attraction tickets, and immersive experiences in sought-after urban and coastal destinations.

By embedding TUI Musement’s curated portfolio directly into the Travel Counsellors’ booking platform, travel professionals will now have a seamless, one-stop solution for planning personalized itineraries. This allows them to enhance their service offerings by combining world-class travel products with unique and memorable experiences.

“Travel Counsellors is an exceptional organisation with a highly dedicated community that demands cutting-edge technology, outstanding service and reliable products. TUI Musement is meeting those needs, and we are delighted to further strengthen this partnership,” said Nishank Gopalkrishnan, Chief Commercial Officer at TUI Musement. “While expanding partnerships is always exciting, this collaboration is particularly meaningful as it allows us to diversify our distribution channels and engage with another dynamic segment of the travel industry. Moreover, this agreement solidifies our standing as the preferred Tours & Activities partner for top-tier travel companies.”

Strengthening an Established Relationship

This partnership builds upon the longstanding collaboration between the two organizations, with TUI Musement already supplying multi-day tour packages to the Travel Counsellors network. By broadening the scope of available experiences, both companies are reinforcing their dedication to providing high-quality travel solutions tailored to modern travelers.

Exclusive Experiences for Travel Counsellors Clients

Through this expanded access, the Travel Counsellors community will be able to offer their clients an impressive variety of tours and activities. This includes TUI Collection excursions that provide guided visits to iconic landmarks such as La Sagrada Familia in Barcelona, the Colosseum in Rome, and Dubai’s Burj Khalifa. Additionally, travelers will have the opportunity to partake in exclusive National Geographic Day Tours, such as uncovering hidden stories of Central Park in New York or experiencing behind-the-scenes conservation work at Lisbon’s Oceanário Odyssey.

TUI Musement ensures that all activities available through its platform adhere to stringent safety protocols, sustainability principles, and quality assurance standards. This guarantees that Travel Counsellors’ customers enjoy exceptional experiences that meet the highest industry benchmarks.

Elevating Travel Experiences Through Innovation

With this collaboration, TUI Musement and Travel Counsellors are setting a new standard for booking and managing travel experiences. By integrating cutting-edge technology with an extensive range of premium excursions, this partnership is poised to enhance the way travel entrepreneurs curate unforgettable journeys for their clients.

As the travel industry continues to evolve, this alliance exemplifies how digital innovation and strategic partnerships can drive growth while delivering exceptional value to travelers worldwide.