Milan-based start-up Musement was set up five years ago and currently offers around 3,500 products across 1,100 cities around the world.

Fritz Joussen, chief executive of Tui Group, said the acquisition would strengthen its Tui Destination Experiences division as the tour operator looks to increase its presence in the activities, tours and excursion sector, including offering more customised products to customers.

Terms of the deal were not revealed but the cash transaction is expected to be completed in October.

“We are aiming to provide the most highly personalised experiences possible to our 20 million customers,” added Joussen.

“This will require a stronger digitalisation of our business. For me, digitalisation and personalisation are inextricably linked and constitute the key success factors for the future of tourism. With the acquisition of Musement, we are taking a further crucial step in this direction.”

Musement’s online platform allows smaller activity and excursion operators access to a digital marketplace to sell their products. It currently has 130 employees and around one million users.

The company will initially be managed as an independent unit within Tui Destination Experiences.