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Type of site
Available inEnglish, Italian, French, Spanish, German, Dutch, Portuguese, Russian
OwnerTUI Group
Founder(s)Alessandro Petazzi, Claudio Bellinzona, Fabio Zecchini, Paolo Giulini
Alexa rankIncrease 76,079 (Global, 11/2017)
Launched2013; 7 years ago (2013)

Musement is an online platform for activities, tours, museums, shows and art events which launched in March 2014 [1] a service initially focused in Europe and then progressively expanding to the rest of the world.[2] Musement aggregates third-party activities and tickets for users to book online.[3] Tour suppliers have access to upload and manage various activities through the platform. The company's offers are available via website, iOS and Android. Once a customer books an activity, he or she receives a digital voucher or e-ticket for the reservation which can be saved on their device or printed. The company has four major competitors in this market, Viator (acquired by TripAdvisor), GetYourGuide, Berlin-based startup,[4] Klook, Hong Kong-based startup, and, a U.S.-based startup.[5] The headquarters are located in Milan.


Founded in mid-2013,[6] Musement is an Italian-based start-up that secured funding from 360 Capital Partners[7] (previously invested in YOOX, MutuiOnline), Italian Angels for Growth and other investors in September 2013. It closed $10 million in Series B funding in 2016.[8] Musement acquired Triposo in October 2017.[9]

In September 2018, Musement was acquired by TUI Group.[10][11]


  1. ^ Taneja, Shweta (May 13, 2014). "Holidays can be a breeze". Mint.
  2. ^ "Musement: About Us". Musement.
  3. ^ O'Neil, Sean (June 9, 2014). "Startup pitch: Well funded Musement helps travelers skip queues at top sights". Phocuswire.
  4. ^ O'Neill, Sean (November 2, 2017). "Tours and Activities Site GetYourGuide Secures a $75 Million Funding Round". Skift.
  5. ^ O'Neill, Sean (October 11, 2017). "Leading Companies in Tours and Activities Emerge But There Is Still a Vast Sprawl of Competitors Below". Skift.
  6. ^ "Venture Capital and Startups made in Italy: Musement raises €690k from 360 Capital Partners and IAG (Italian Angels for Growth) to expand internationally". Venturecapitaly. 2013-10-31. Retrieved 2014-06-16.
  7. ^ "La startup Musement raccoglie 690mila euro". Il Sole 24 ORE. Retrieved 2014-06-16.
  8. ^ "Musement, a "digital travel companion" and ticketing platform, raises $10M Series B". Techcrunch. November 15, 2016.
  9. ^ Fox, Linda (10 October 2017). "Consolidation in tours and activities as Musement acquires Triposo". Phocuswire.
  10. ^ "TUI group acquires italian startup Musement".
  11. ^ Peltier, Dan (September 14, 2018). "TUI Group Buys Musement as Tours and Activities Sector Stays Hot for Deals". Skift.

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