The deal gives Travel Curious access to Musement’s client base, while Tui will also sell the Travel Curious portfolio of tours in 62 cities. In addition, Travel Curious will build tours specifically for the Musement brand.

Travel Curious founder Alex Grant said: “We are very excited to be partnering with Musement’s branded tours.

“Musement is one of the leading platforms in this space and when you mix its deep understanding of customer preferences with our ability to create and operate tours and experiences to align with that data, it really is a powerful combination.”

Matteo Mariotti, head of Musement Tours, added: “Offering seamless but also memorable experiences to our customers is what drives us both and what we want Musement tours to stand for. 

“We believe that this partnership complements our digital platform by strengthening not only our inventory of tailor-made tours, but also our footprint in key cities around the world.”