Clio Muse started as a platform offering audio tours for museums in 2014, beginning with 30 audio tours. By 2018, they expanded their model by combining audio tours with entrance tickets, listing their first package on GetYourGuide. Today, Clio Muse has grown to over 600 audio tours in seven languages, serving more than 3 million listeners across 30 countries. In 2024 alone, they guided 300-400K travellers through their earbuds, immersing them in captivating stories that bring destinations to life.
As their business evolved, Clio Muse introduced white-label audio tours for tour operators, allowing partners to sell audio tours under their own brand. To scale efficiently and meet their partners’ connectivity needs, Clio Muse turned to Palisis/ TourCMS, a trusted travel tech solution that streamlines operations and expands distribution.
Finding the right tech provider for connectivity
Before partnering with Palisis, Clio Muse had a challenging experience with another tech provider, which made them hesitant about working with pre-built travel technology solutions. Initially, they considered building their own system but soon realised the complexity of integrating with multiple OTAs and tour operators. Plus, the endless updating and staying on top of development were daunting scenarios. This is the classic debate of buy or build.
When asking Yiannis Nikolopoulos, Co-Founder & CEO of Clio Muse, what made Palisis the right choice? He answered: transparency and reliability. “Eduard (and the Palisis team) weren’t pushing features we didn’t need. He listened, understood our needs, and was upfront about what was possible,” says Yiannis. Unlike other providers who made vague promises, Palisis conducted a deep dive into Clio Muse’s requirements, reviewing the list of OTAs and ensuring a seamless API connection strategy tailored to their needs. Clio Muse distributes their branded audio guides and white labelling with savvy tour operators looking to expand their offerings.
Scaling distribution through Palisis/TourCMS
Using TourCMS as their channel manager, Clio Muse successfully connects with numerous OTAs. Currently, GetYourGuide and Headout are their top-performing platforms. Our travel technology solution enables them to scale their white-label offering efficiently, eliminating the need for custom integrations with individual operators.
Previously, the Clio Muse team used to handle availability manually. It was time-consuming and prone to errors. But now, everything is managed from one point, eliminating overbookings and inefficiencies. One of the standout moments for Yiannis was realising how easy it was to make updates on the go. “I was at ITB Berlin, carrying luggage with one hand and updating availability from my mobile with the other. That’s how intuitive TourCMS is!”
The formula for success: content, customer journey & connectivity
Clio Muse attributes its success to three main factors:
- Quality Content – Storytelling developed by historians, archaeologists, and local professionals, with meticulous translation and editing.
- Seamless Customer Journey – Delivering contactless digital experiences with no in-person interaction; this is where Palisis/TourCMS plays an important role.
- Robust Distribution Network – Efficient connectivity ensures smooth transactions, availability, and rapid onboarding of new partners (Palisis/TourCMS has you covered).
“Good content alone isn’t enough—you need a strong channel manager to distribute it effectively,” says Yiannis. When tour operators are already connected to TourCMS, the white labelling tour deals move faster with the connectivity already in place. It removes blockers and simplifies the process.
Growing against the odds
Clio Muse’s growth is even more remarkable considering its origins. “We come from a country (Greece) with limited funding resources, yet we didn’t just survive—we grew, even through the pandemic,” Yiannis shares. Today, Clio Muse has 43 full-time employees, proving that strategic partnerships and smart technology investments drive real success.
Reflecting on their decision to partner with Palisis, Yiannis sums it up: “If everyone focused on what they do best and found the right partners for everything else, we would all be more successful. That’s what we’ve done with Palisis.”
The power of partnership
For Clio Muse, the partnership with Palisis has been a game-changer. Instead of wasting time on system development, they focus on delivering top-tier audio tours. We provide the connectivity they need to scale efficiently, ensuring smooth operations and continued expansion.
In the end, Yiannis puts it simply: “Palisis/TourCMS just works. And that makes all the difference.”
Eduard meeting Yiannis and Daphne from Clio Muse during Fitur 2025.
Read about how Go City leads in the attractions pass sector with two-way connectivity, cutting-edge travel tech, and a robust channel management program. Want to see how Palisis/ TourCMS can help scale your business? Get in touch today!