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What happens when a legacy tour operator, Germany-based TUI Group, acquires a Milan-based tours and activities startup, Musement, and tries to get digital street cred in growing the business?
The result is TUI Musement, which rebranded from TUI Destinations in September, and has become an important if unheralded European player in tours and activities, although not necessarily a thorn in the side for well-funded European market leader GetYourGuide.
In his first interview since the rebranding, and the maiden in-depth conversation with the press since becoming CEO of TUI’s tours and activities business unit in April 2018, David Schelp thinks the brand isn’t getting its due.