Palma de Mallorca, 15 April 2021

TUI strengthens Tours & Activities leadership team to drive future growth

  • Ina Bourmer to join as Chief People Officer, TUI Musement
  • Musement Co-Founder Alessandro Petazzi taking strategic advisor role
  • Mirco Fiumene, CMO TUI Musement, to lead central Sales & Marketing team as part of functional setup​

TUI Group, the world’s leading tourism group, has strengthened the leadership team of its Tours & Activities division, TUI Musement.

Ina Bourmer is joining TUI Musement as Chief People Officer. Bourmer previously held leadership positions in the entertainment, telecommunications, and technology industries, including roles at start-ups and one of the ‘big five’ technology companies. In addition to HR expertise, Bourmer studied computer science and worked as an IT engineer. As Chief People Officer, Bourmer will champion mature digital culture throughout TUI Musement and drive internal development initiatives.

“The travel sector is on the cusp of major recovery, with Tours & Activities as a key growth area for the foreseeable future. It is an exciting time to join TUI Musement, an industry leading business with a startup mindset and focus on digital acceleration.” says Bourmer.

A second key change to the TUI Musement leadership team will see Musement Co-Founder and founding CEO Alessandro Petazzi – who has been TUI Musement Chief Growth Officer over the past six months – take a strategic advisor role. Alessandro helped drive the culture, growth, and overall development of Musement as a company and a platform. Respected as a leading Italian entrepreneur and held in high esteem in the travel industry, Alessandro is credited with helping shape the Tours & Activities area before it was defined.

Regarding his new role, Alessandro commented; “TUI Musement is in a strong position as travel returns, but we operate in a very dynamic and competitive industry and must continue to evolve. This role enables me to look at developments in Tours & Activities and the wider travel sector, to better develop strategy and help shape the future of our business.” 

In addition to these changes, and in preparation for future growth, TUI Musement has implemented a more functional setup, with the objective of empowering teams to work in a quick, simple and agile way as part of the business’ mature digital culture. This includes a single Digital Product & Technology team, led by Peter Ulwahn, Chief Digital Officer.

On top, an extended and central Sales & Marketing function headed by TUI Musement Chief Marketing Officer Mirco Fiumene will complete the new setup. Mirco is an Amazon, Paypal and Ebay veteran and established digital leader. Musement Co-Founder Fabio Zecchini will continue in his role as Chief Technology Officer.

“A modern company is constantly evolving, and these changes are key steps forward on our growth path. Ina is a leader in her profession and brings valuable technology experience, while Alessandro can now focus more on the strategic direction of our business within the dynamic Tours & Activities market.” says TUI Musement CEO David Schelp.

Ina Bourmer will start as TUI Musement Chief People Officer today, April 15th, 2021. Alessandro Petazzi will hand over his day to day managerial responsibilities during a transition period throughout April, taking the role of strategic advisor from May 1st, 2021.

About TUI Musement

TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:

  • Experiences: Excursions, activities & attraction tickets
  • Transfers: Between airports, hotels and ports
  • Tours: Multi-day itineraries encompassing flights, hotels, experiences and transfers

Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group, and National Geographic Day Tours, unique and immersive small group guided experiences.

Products are distributed to customers, including the 19+ million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.

About TUI Group

The TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover. TUI Group offers its 19 million customers integrated services from a single source and forms the entire tourism value chain under one roof. The Group owns over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 17 cruise ships, ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships in the HANSEATIC class to the Mein Schiff fleet of TUI Cruises and cruise ships operated by Marella Cruises in the UK. The Group also includes Europe's leading tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with more than 130 modern medium- and long-haul aircraft and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises via successful joint ventures and activities in vacation destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a global tourism platform company.  

Global responsibility for sustainable economic, environmental and social action is at the heart of our corporate culture. With projects in 25 countries, the TUI Care Foundation initiated by TUI focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards. In this way, it supports the development of vacation destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.

Stephen Denton

Head of External Communications
TUI Musement
Contact details
+34 619 34 1883
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