No Passport Needed – TUI opens new chapter with launch of ‘Experiences for Locals’ - activities specifically designed for people to enjoy in their home country, incl. immersive exhibitions, intimate comedy gigs, original theatre shows, foodie evenings and more. More than 350 ‘Experiences for Locals’ available in over 40 locations in the UK and Germany via the TUI and TUI Musement apps and websites.
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GLOTUI Group, Europe’s leading travel operator, has unveiled a strategic partnership with entertainment discovery platform Fever to introduce “Experiences for Locals,” a curated selection of activities designed for residents in their home countries. This initiative marks a significant shift in TUI’s traditional focus, expanding its offerings beyond holiday packages to become a year-round provider of local leisure experiences.
Source: TUI
A New Dimension to Local Leisure
Launching initially in the United Kingdom and Germany, “Experiences for Locals” offers over 350 activities across more than 40 cities, including major hubs like London, Manchester, Berlin, and Hamburg. Residents can now explore and book a diverse array of experiences through the TUI and TUI Musement apps and websites. These activities cater to various interests, from themed brunches and cooking classes to immersive art exhibitions and wellness workshops.
Strategic Shift in TUI’s Business Model
This collaboration signifies a strategic evolution in TUI’s business approach. Traditionally known for facilitating annual holidays and city breaks, TUI is now positioning itself as a daily partner for leisure activities, both abroad and at home. Sebastian Ebel, Chief Executive Officer of TUI Group, emphasized this transition, stating, “We are now moving into a new phase where we can be the day-to-day partner for leisure activities at home.”
Catering to Evolving Consumer Preferences
The partnership with Fever aligns with emerging trends among younger generations, particularly Generation Z and Millennials, who prioritize experiences over material possessions. By offering accessible and engaging local activities, TUI aims to meet the growing demand for domestic travel and staycations, providing residents with opportunities to explore new interests and discover hidden gems within their own communities.
Enhancing the Local Experience Portfolio
The curated collection includes a wide range of activities:
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Culinary Adventures: Food enthusiasts can indulge in themed brunches, such as Afrobeats or West End styles, and participate in Sicilian cooking classes.
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Artistic Endeavors: Creative individuals may enjoy neon painting workshops or yoga sessions set amidst the Van Gogh Immersive Exhibition.
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Cultural Experiences: Culture seekers can attend intimate comedy gigs, original theater performances, and reinterpretations of classic tales like “Sleeping Beauty” through ballet and light shows.
Seamless Integration and Accessibility
Residents can easily browse and book these experiences via the TUI and TUI Musement digital platforms. This user-friendly approach ensures that exceptional day trips, outings, and weekend plans are just a few clicks away, bringing a touch of holiday spirit right to their doorsteps.
Strengthening Local Economies
By encouraging residents to engage in local activities, TUI’s initiative not only enriches the lives of participants but also supports local businesses and cultural venues. This approach fosters a sense of community and contributes to the economic vitality of the regions involved.
Looking Ahead
TUI’s “Experiences for Locals” represents a forward-thinking response to changing travel behaviors, positioning the company as a versatile provider of leisure activities. As this initiative gains momentum, it is poised to redefine how residents perceive and engage with their local surroundings, transforming everyday environments into arenas for memorable experiences.
Source: GLO
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