TUI Musement Adds 250,000 Live Events to Experiences Portfolio Through EVENTIM Partnership

TUI Musement, the global Tours & Activities business of TUI, has strengthened its live events portfolio through a new partnership with EVENTIM, Europe’s leading ticketing and live entertainment group and number two worldwide.

Through the collaboration, TUI Musement will offer access to more than 250,000 live events across Germany and the UK each year, including concerts, gigs, festivals, theatre performances and sports events.

Through integrating live events with its existing portfolio of excursions, activities and attractions, TUI Musement is strengthening its position as a leading Tours & Activities business by giving travellers and locals a broader choice of memorable experiences.

The partnership supports TUI Musement’s strategy to grow its city experiences and local offering, responding to demand for cultural, urban and event-driven activities. Demand for event-led travel continues to grow, with trips being built around concerts, festivals, theatre and major sporting events. In the UK, music tourism reached a record high in 2025, while Germany continues to see strong demand for live entertainment. TUI Musement is now well positioned to capture this growing demand.

“Our ambition is to continuously broaden the range of experiences we offer to customers. Live events are a natural extension of our portfolio and an increasingly important part of how people plan leisure time and travel today. Partnering with EVENTIM enables us to offer access to more live events in a focused and scalable way, starting with Germany and the UK and building from there,” said Peter Ulwahn, CEO of TUI Musement.

“Our partnership with TUI Musement underlines the growing relevance of live entertainment as an integral part of the broader experience economy. It combines TUI Musement’s connection to travellers seeking extraordinary events and EVENTIM’s extensive live entertainment portfolio. Together, we are creating new opportunities for even more memorable travel experiences – while at the same time unlocking additional reach and value for promoters and partners across our network,” said Alexander Ruoff, COO of EVENTIM.

The partnership with EVENTIM also reinforces TUI’s city break and year-round leisure activities offering, complementing partner hotels in the UK and Germany, including the Riu Plaza London Victoria and Riu Plaza Berlin.