The playing field in southern Gran Canaria has just undergone a tectonic shift. In a move that redefines competition in the tourism sector, Jet2 and TUI, which would have a 73% market share in the Canary Islands following the collapse of Thomas Cook and FTI, the two giants that maintain the air bridge between the United Kingdom and the archipelago, have decided to set aside their historic rivalry to sign a strategic alliance that smacks of financial pragmatism.
The news, confirmed this Wednesday, means that Jet2 will integrate the technology and catalog of Musement, TUI's crown jewel in the experiences sector, to launch its new platform: Jet2experiences. For Jet2 CEO Steve Heapy, the strategy is clear: to maximize passenger spending at their destination. By outsourcing the infrastructure of excursions and activities to its biggest competitor, the British firm secures a high-quality inventory without the operational costs of managing it from scratch.
This agreement validates TUI Musement's B2B model. Peter Ulwahn, its CEO, has emphatically described this partnership as a milestone for the growth of the tour market. Throughout 2026, Jet2 customers will be able to book everything from safaris in the Fataga Gorge to theme park tickets in Maspalomas with a single click, either when purchasing their flight or after landing on the island.
This collaboration between giants has profound implications for the Canary Islands' business sector. The fact that the two main sources of tourists are unifying their leisure offerings under a single technological platform standardizes the service, but also concentrates distribution power. For now, the service will be available to those who book directly on the Jet2 website, although it is expected that independent travel agencies will be able to access this catalog in a later phase, thus consolidating a digital ecosystem where the on-the-ground experience is as important as the flight ticket.
