TUI's tours and experiences arm, TUI Musement, is rolling in up to 250,000 live events to its calendar with a new partnership with events ticketing business EVENTIM.
The travel company said it will integrate live events into tours and activities offeringo, expanding beyond excursions, attraction tickets and transfers.
It targets growing demand for event-orientated travel, TUI explained.
According to the travel company music tourism hit a record high in the UK in 2025, and demand for live entertainment in Germany also remains strong.
TUI Musement said the expanded offering complements its city-break and year-round leisure work and named partnerships with hotels including Riu Plaza London Victoria and Riu Plaza Berlin as part of the proposition.
Tickets for events will be sold via the TUI and TUI Musement apps and websites in the UK and Germany.
"Tuiing live events into our portfolio enables us to offer access to more live events in a focused and scalable way," said Peter Ulwahn, CEO of TUI Musement.
EVENTIM is described as Europe’s leading ticketing and live entertainment group and number two worldwide, markets more than 300 million tickets a year and reported EUR 3.1 billion in revenue in 2025.
