The vertically integrated tour operators of Europe are in pole position to provide services to customers throughout the so-called customer journey.
Selling a trip (offline or online), flying customers to an airport, providing accommodation and, now, pushing what to do once in a destination.
TUI has spent a lot of time trying to figure out how to manage the final element of that list, initially buying early tours and activities online travel agency Isango in 2013.
In recent years, this strategy has been strengthened with the acquisition of part of the destination services wing of its former business HotelBeds, plus last summer a deal to buy Musement.
In short: There's a lot going on at one of Europe's biggest travel brands in the tours and activities sector.
We spoke to David Shelp, managing director at TUI Destination Experiences, during the Arival event in Berlin earlier this month to find out more.
TUI on thinking about experiences as part of the overall trip