Booking.com, the leading travel company, has announced a strategic global experience, activity and excursion alliance that gives its customers direct access to its rapidly growing activities with TUI and its digital subsidiary Musement.

Activities is one of the growth drivers of the TUI Group, which last year sold about ten million activities in holiday destinations and home markets in Europe, such as Germany. Through a strategic partnership with Booking.com, one of the world’s leading online travel providers, the TUI Group is now significantly expanding its third-party business in the business sector. Under the agreement with Booking.com, customers will eventually have direct access to a portfolio of over 70,000 tours, attractions and activities through TUI’s Musement subsidiary, which will be launched on Booking.com in the coming months. Musement will be the first third-party tour and business inventory provider on Booking.com Travel Platform, as the company seeks to expand its offering and provide customers with a more comprehensive end-to-end travel offering. In addition to visitors enjoying these activities in holiday destinations, a increasing offering is also planned in the home markets of Europe, Travel Daily News reported. The aim is for customers to be able to take full advantage of the digital offering, whether at home or on holiday.