TUI, Europe’s largest travel operator, has recently announced the launch of its new initiative, 'Experiences for Locals,' aimed at providing local residents with engaging activities within their home countries, starting with locations across the UK and Germany. This strategic move is facilitated through TUI Musement, the company's Tours & Activities division, and forged through a partnership with the entertainment platform Fever. Together, they aim to redefine leisure activities to cater not just to travelers, but also to locals seeking unique experiences.
According to TUI Group's CEO, Sebastian Ebel, this venture is part of their refined strategy to transition from being known solely for holidays and city breaks to becoming the day-to-day partner for leisure activities at home. He stated, “We have refined our strategy over the last months and thanks to our integrated business model, we create synergies between our tour operators & flight business, and Holiday Experiences… we are now moving to be the day-to-day partner for leisure activities at home.”
This new offering is already available at more than 40 cities, including vibrant locations such as London, Manchester, Berlin, and Hamburg. TUI’s 'Experiences for Locals' provides over 350 activities which cater to diverse interests—whether it be for families, couples, or groups of friends. Customers can easily browse and book these activities through the TUI or TUI Musement applications and websites.
Activities range from Afrobeats-themed brunch and Sicilian cooking classes for food enthusiasts to neon painting workshops and yoga at the Van Gogh Immersive Exhibition for art lovers. This diverse selection gives locals the chance to break routines and discover hidden gems right where they live. Peter Krueger, TUI Group's Chief Strategy Officer, emphasized, “Traditionally, excursions, activities and attraction tickets are the ideal products to complement a holiday, and we are thrilled to offer local experiences at our customers' home cities.”
The expansion of TUI’s offerings taps directly within the growing trend of blending international travel with domestic escapades, especially exciting for Gen Z and Millennials who increasingly prioritize experiences over material possessions. Peter Ulwahn, CEO of TUI Musement, commented, “We are inviting local residents to break the routine, explore new interests, discover hidden gems, and enjoy some ‘wow moments’ closer to home.”
This collaboration with Fever not only enhances TUI's market reach but allows it to cater year-round to local and international markets alike. The 'Experiences for Locals' initiative is seen as pivotal for capturing the interest of domestic travelers and residents searching for immersive experiences without needing to venture far.
Ignacio Bachiller, CEO of Fever, also shared enthusiasm for the partnership, stating, “This collaboration reflects our commitment to leveraging technology and data to connect people with the best cultural and entertainment experiences worldwide.” He believes their collaboration will transform the way individuals engage with their destinations, making experiences more accessible.
With the travel industry undergoing numerous changes due to shifting consumer preferences, TUI is positioned well for success with offerings like 'Experiences for Locals.' The initiative not only satisfies the demand for local experiences but also supports local economies by providing exposure for small businesses and cultural activities.
For anyone curious about their city, the 'Experiences for Locals' initiative presents the perfect opportunity to explore new dimensions of their hometowns. Available through TUI's platforms, these curated activities reflect the company’s commitment to deliver unforgettable experiences, locally and globally. The shift toward local experiences marks not just TUI’s expansion strategy but also aligns seamlessly with the trend of staycations, making it relevant for today’s consumers who value unique experiences over conventional travel.