Musement, a destination discovery service, has raised $10 million in a Series B led by Micheli Associati with participation from P101 and 360 Capital Partners.

Musement is a travel and tourism tech startup that connects users with tours, sport and music events, and other attractions. For example users can receive a push notification when they’re close to an interesting attraction and are given the option to buy a ticket or skip queues. It’s currently used in 450 cities.

The new funds will be used to continue on improving the app – this year it added a chatbot to help travellers with their requests – and plans to open more new offices to accompany its Milan and Barcelona locations.

Musement’s target market is both business and consumer. It provides a platform for travel agents, hotels, airlines, and venues, including Travelport, 15below, and Trekksoft. It intends to seek more of these agreements in the future and expand into more verticals to differentiate itself from other destination discovery services.

“Our goal is also to make a seamless booking experience across all verticals, helping consumers to discover things that are relevant to them whether at home or travelling,” saod Alessandro Petazzi, CEO of Musement. “Until now, this integrated experience has never been achieved and our new funding round will assist us in executing this vision even further.”

The tours and activities sector is worth more than $160 million globally, according to Andre Di Camillo, managing partner of P101.

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