ACE Company Spotlight: Musement

Musement is a one-stop shop for travelers to discover, book and purchase in-destination activities, attractions, city passes and guided tours on the go. Launched in Milan in 2013 and coached by ACE's partners META Group and CapDigital, Musement's growing portfolio of hundreds of international travel activities is available on, Google Play and iOS.

Musement's iOS app featured as "best new app" and "editors' choice".

Their ACE experience

Musement first heard about ACE through their partners at Italian Angels for Growth. Alessandro Petazzi, Musement's CEO tells us his story within ACE so far: "We participated in ACE-EIG Investment Forum at Futur en Seine Paris, and our experience has been nothing short of incredible. We have selected France as our country of choice and have had the chance to work with two different mentors and consultants who have actively helped us in achieving our growth ambitions in that market. Their advice and consulting has not only helped us to improve our positioning, but also to practically identify, select and contact the most interesting distribution partners." 

When asked about his expectactions for the ACE programme, Alessandro simply says: "I hope we will be able in the future to work with other countries in the same very productive way in which we have worked in France".

The story

Launched in 2013, Musement is a well structured team of former TV & telco professionals, engineers, marketers and travel-enthusiasts with one goal in common – building the best way to make exploring easy for travelers. "We’re based in Milan with contributors all over the world and backed by investors as 360CapitalPartners and Italian Angels for Growth" tells us Alessandro Petazzi, the CEO.

Musement is a multi-platform booking service for in-destination travel activities: museums, guided tours, attractions, art exhibitions and city passes in 25 countries and counting.

Musement's international team works with tour operators to give their offers a higher visibility on its digital platform ( and free iOS and Android mobile apps), ranging from must-see activities to hidden gems. 

Photo of Musement founders  [L to R: Fabio Zecchini - VP Technology & Marketing, Alessandro Petazzi - CEO, Claudio Bellinzona - VP Content & Operations, Paolo Giulini - VP Offer Development].

Musement sells directly to end users on its website and apps (available in English, Italian, French, Spanish, German, Portuguese and Russian) and also B2B2C via travel agencies and tour operators, while it sources its products directly from attractions/venues, DMCs and local guides.

The start-up is also among the few global Authorized Resellers for Expo 2015 in Milan and can distribute Expo tickets to operators around the world.


Last modified onFriday, 27 February 2015 09:11

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