TUI opens new chapter with launch of ‘Experiences for Locals’ - Get updated on what's happening in tourism!

TUI introduces ‘Experiences for Locals’, a curated collection of activities for people to enjoy in their home country, starting in the UK and Germany. Via TUI Musement, the Group’s Tours & Activities division, and in partnership with entertainment discovery platform Fever, ‘Experiences for Locals’ further diversifies TUI’s differentiated product offering and is a strategic step in the Group’s aim to become a leading provider of leisure activities for customers yearround, both while travelling abroad and at home.

“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, with our own Hotels, Cruises and TUI Musement. Whilst we are well known to customers for their annual holidays or even city breaks, we are now moving into a new phase where we can be the day-to-day partner for leisure activities at home”, said Sebastian Ebel, Chief Executive Officer, TUI Group.

“This new leisure offering builds on TUI’s strong global footprint in Tours & Activities, already present in every major holiday and city destination. TUI Musement does not only power our TUI marketplace with great experiences but we have also seen impressive growth from international airlines, hotel groups and travel technology partnerships”, said Peter Krueger, Chief Strategy Officer & CEO Holiday Experiences, TUI Group. “Traditionally, excursions, activities and attraction tickets are the ideal products to complement a holiday, we are thrilled that we are able now to offer local experiences at our customers home cities – also thanks to the cooperation with Fever”.

Available across more than 40 cities*, including London, Manchester, Berlin, and Hamburg, residents in the UK and Germany can now browse and instantly book over 350 ‘Experiences for Locals’ via the TUI or TUI Musement apps and websites, whether they’re loyal TUI travelers or new to the brand. ‘Experiences for Locals’ are crafted for families, couples, and friends alike, and are ideal for a short getaway, a day trip, celebrating a special occasion, or seeking something new to do in a hometown. Furthermore, ‘Experiences for Locals’ provides repeat visitors to London, Berlin and other cities with an alternative range of activity options.

The collection of ‘Experiences for Locals’ caters to all tastes. Food enthusiasts might delight in a West End, Emo or Afrobeats-themed brunch, or a Sicilian Cooking Class in London. For the creatively inclined, there are neon painting workshops. Those looking for something more active can participate in yoga surrounded by artwork at the Van Gogh Immersive Exhibition, while culture vultures can relive beloved classics like Sleeping Beauty, reinterpreted through ballet and light.

"At Fever, we believe that travel should be more than just visiting a place - it should be about truly experiencing it. Our partnership with TUI marks an exciting step forward in transforming the way travellers engage with destinations. By seamlessly integrating Fever’s curated events into TUI’s offerings, we’re ensuring that every journey becomes a memorable adventure. This collaboration reflects our commitment to leveraging technology and data to connect people with the best cultural and entertainment experiences worldwide", said Ignacio Bachiller, CEO Fever.

“TUI is committed to offering extraordinary travel experiences across the globe, yet we recognise that not every memorable moment requires a journey abroad, and we are inviting local residents to break the routine, explore new interests, discover hidden gems and enjoy some ‘wow moments’ closer to home.” said Peter Ulwahn, CEO of TUI Musement. “With our ‘Experiences for Locals’, the TUI app now serves as a dedicated resource for local residents seeking exceptional day trips, outings, and weekend plans – providing a touch of that holiday spirit right at home.”

No Passport Needed

The new offering taps into the trend of people supplementing their holidays abroad with more frequent domestic travel and staycations**, and furthermore aligns with GenZ and Millennials prioritisation of experiences over materials goods***. TUI is responding with local, accessible and immersive experiences that offer something new.

This not only caters to the evolving preferences of travellers but also bolsters local economies, providing increased exposure and support to businesses while encouraging residents to explore and enjoy the unique activities and hidden gems within their own communities.

The collaboration between TUI and Fever will also expand the distribution of TUI’s inhouse developed experiences, with TUI Collection excursions and National Geographic Day Tours added to the Fever platform.

Book A Local Experience

For those ready to explore their own backyard, TUI's "‘Experiences for Locals’" are available now through the TUI and TUI Musement apps and websites.

*Experience Locations as of February 2025:

United Kingdom: Aberdeen, Bath, Belfast, Birmingham, Brighton, Bristol, Cambridge, Cardiff, Chester, Edinburgh, Falmouth, Glasgow, Gloucester, Leeds, Leicester, Liverpool, London, Manchester, Milton Keynes, Newcastle upon Tyne, Norwich, Nottingham, Plymouth, Portsmouth, Reading, Southampton, Swansea, Swindon, Warwick, Wolverhampton, York and more.

Germany: Berlin, Dresden, Hamburg, Munich, Münster, Zingst, Stuttgart, Oberhausen, Cologne, Düsseldorf and more.

**VisitBritain Domestic Sentiment Tracker, October 2024

***Numerous reports since 2020, including Mastercard Economics Institute Travel Trends 2024 

Image Credit: © TUI Group