The relaunch continues the group’s strategic focus on tours and activities as a "key growth pillar" and supports the ongoing expansion of its digital platform for experiences. 

The expansion sees the company’s portfolio grow from 385 to more than 650 tours and activities, available in more than 100 beach and city destinations. Around five million Tui Collection experiences have been delivered since the concept was created in 2015.  

Experiences are designed to provide customers with "high-quality, more sustainable" tours and activities, led by guides that deliver "unique" local insights.

Highlights include a Holbox Island Boat and Buggy Tour from Mexico, a Majorcan village excursion and a hike in the Atlas Mountains in Morocco.

The relaunch comes as new research commissioned by Tui shows "most" holidaymakers will enjoy two experiences per holiday, with nearly 70% of travellers on a beach holiday and 75% on a city break likely to book more than one experience during their time away.

Peter Ulwahn, chief executive of Tui Musement, the tours and activities division of Tui Group, said the portfolio offers an "unrivalled selection of high quality, original, and more sustainable" tours and activities. 

"Our original, Tui branded experiences are a strategic focus to drive further growth and are already the most popular tours and activities in our destinations," he added.

"We are building on this success by relaunching a significantly strengthened Tui Collection portfolio with a sharpened value proposition and additional experiences that will see more and more customers enjoying tours and activities."