TUI Musement wins Attraction Booking Platform of the Year at the TravelTech Breakthrough Awards 2026

TUI Musement has been awarded Attraction Booking Platform of the Year at the TravelTech Breakthrough Awards 2026, recognising the company’s continued investment in technology and commitment to partner‑centric solutions for the Tours & Activities industry. 

The TravelTech Breakthrough Awards celebrate organisations that are redefining how travel technology supports growth, engagement and customer experience. 

As a leading Tours & Activities business, TUI Musement creates, curates, distributes and operates experiences ranging from excursions and activities to attraction tickets. Its portfolio includes more than 50,000 own and third‑party experiences, available through a digital platform designed to scale as businesses grow and support omnichannel distribution — online, in‑store, in‑flight and in‑destination. In 2025, TUI Musement achieved record performance, selling 10.6 million experiences and expanding its curated portfolio by 12%, with products available in over 100 countries worldwide. 

Designed for B2B distribution, TUI Musement’s partner platform enables travel brands to seamlessly integrate a curated portfolio of experiences into their customer journey. The platform supports multiple distribution models — from API connectivity and white‑label solutions to a comprehensive B2B extranet — allowing partners to tailor their offering while maintaining real‑time access to pricing, availability and content. This is reinforced by TUI Musement’s local experts and in‑destination teams. 

Recent platform enhancements have further strengthened performance and reliability. Over the past year, TUI Musement delivered significant technical improvements, including increased page‑load speed, enhanced system resilience and new features focused on conversion optimisation. The launch of a new self‑service B2B solution has simplified operational management, while upgraded security measures ensure the protection and integrity of partner operations. 

Winning Attraction Booking Platform of the Year reinforces TUI Musement’s position as the travel industry’s B2B partner of choice for Tours & Activities — combining a curated portfolio of excursions, activities and attraction tickets, with a robust technology platform designed to support growth, engagement and help deliver unforgettable experiences to customers.