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§ Private Profile · Milan, Italy
Musement is a company.
Musement has raised $16.9M across 3 funding rounds.
Key people at Musement.
Musement has raised $16.9M in total across 3 funding rounds.
Musement operates as a digital platform that enables travelers to discover and book a vast array of activities, tours, and cultural experiences worldwide. The company provides an extensive online catalog covering museums, shows, attractions, and various local excursions. Its core offering is a multi-platform booking service, streamlining the process for individuals to plan and secure their travel-related entertainment in numerous global destinations. This technological approach offers a comprehensive solution for experience discovery and access.
The company was founded in 2013 by Alessandro Petazzi, Claudio Bellinzona, Fabio Zecchini, and Paolo Giulini. The founders identified a need for a centralized, user-friendly service to connect travelers with local experiences, initially focusing their efforts on the European market. Their insight centered on simplifying the fragmented landscape of destination activities, allowing for easier exploration and reservation of events and attractions.
Musement primarily serves international travelers seeking to enrich their trips with diverse artistic, musical, and cultural engagements. The platform caters to individuals looking to find and book everything from guided city tours to tickets for specific events and attractions. The company's vision centers on becoming the premier resource for travel experiences globally, making it effortless for customers to access and enjoy the best of each destination.
Musement has raised $16.9M across 3 funding rounds. Most recently, it raised $10.0M Series B in November 2016.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Nov 1, 2016 | $10M Series B | Micheli Associati | P101 | Announced |
| Mar 1, 2015 | $6M Series A | — | P101, 360 Capital Partners, Italian Angels For Growth, Micheli Associati | Announced |
| Oct 30, 2013 | $950K Venture Round | — | 360 Capital Partners, IAG Capital Partners | Announced |
Musement is an online platform that aggregates and enables booking of third-party activities, tours, museums, shows, and art events worldwide, serving travelers seeking seamless access to local experiences.[1][2] Launched in 2013 and initially Europe-focused, it expanded globally, offering digital vouchers or e-tickets via website, iOS, and Android apps, with over 35,000 products in 1,100 cities across 70 countries at the time of its 2018 acquisition by TUI Group.[1][3] It solves the fragmentation in tours and activities by providing a unified "digital travel companion" for discovery and instant booking, targeting tourists and reaching one million monthly users pre-acquisition, while empowering suppliers with management tools for digital transformation.[2][3]
Post-acquisition, Musement integrated into TUI Musement (renamed in 2020), leveraging TUI's 20 million customers to enhance personalized experiences through advanced tech like machine learning and AI-driven personalization.[1][3]
Musement was founded in mid-2013 in Milan, Italy, by Alessandro Petazzi (CEO), Claudio Taverna, Fabio De Guzzis, and Paolo Fiorelli, who combined expertise from prior ventures in consulting, PayTV, and content platforms.[1][4][5] The idea emerged from their passion for travel and recognition of fragmented booking for in-destination activities; early validation came from a U.S. teacher's purchase of a Last Supper ticket, prompting full commitment.[4]
Securing seed funding in September 2013 from 360 Capital Partners, Italian Angels for Growth (IAG), and others, it raised €15 million total, including a $10 million Series B in 2016 led by Micheli Associati.[1][2][5] Key milestones included acquiring Triposo in 2017 and TUI Group's acquisition in September 2018 for its tech platform, marking a strategic exit that scaled its reach.[1][3]
Musement rides the digitalization of travel experiences, consolidating the fragmented $200B+ tours-and-activities market amid rising demand for personalized, mobile-first bookings post-smartphone proliferation.[3][5] Timing aligned with tourism's shift from physical to digital (e.g., printless tickets, AI personalization), especially pre- and post-COVID recovery, where platforms like Musement enable operators to bypass traditional channels.[2][3]
It influences the ecosystem by pioneering supplier tech in a low-digitization sector, competing with Viator, GetYourGuide, Klook, and Peek, while TUI's acquisition created a unique model linking digital distribution to physical delivery in 49 countries, boosting earnings through broader portfolios.[1][3] This accelerates industry consolidation and personalization, setting standards for integrated travel tech.
Musement, now core to TUI Musement, is positioned to dominate personalized travel tech as AI, AR previews, and sustainable experiences gain traction, potentially expanding via TUI's scale into emerging markets and metaverse-like virtual tours.[3] Trends like post-pandemic experiential travel and Web3 ticketing could amplify growth, evolving its influence from aggregator to full-stack experience orchestrator. This builds on its origin as an Italian innovator conquering global fragmentation, proving tech-savvy startups can thrive through strategic exits and integration.
Key people at Musement.
Musement has raised $16.9M in total across 3 funding rounds.
Musement's investors include Micheli Associati, P101, 360 Capital Partners, Italian Angels for Growth, IAG Capital Partners.
