TUI Group, one of the world’s leading tourism companies, announced its official entry into the Romanian market, where it had previously operated through franchises, offering Romanian travellers access to more than 1,500 holiday packages across over 30 European and long-haul destinations, according to Agerpres.
The offer includes more than 1,000 hotels, over 460 of which belong to the TUI chain, including brands such as TUI Magic Life, TUI Blue and RIU.
‘TUI’s entry into the Romanian market marks a new step in our growth strategy: we are opening up a new market, reaching new customer segments and expanding our product portfolio, thereby strengthening the group’s geographical diversification and reducing dependence on traditional markets. With this launch, Romania becomes a new core market for TUI. At the same time, we see significant potential for Romania to become an attractive destination for European tourists and will work closely with local partners to contribute to the long-term development of the tourism sector,’ said Sebastian Ebel, CEO of TUI Group, at the company’s launch conference in Romania, one month after beginning operations in the country.
The launch of TUI Romania forms part of the group’s strategy to build a scalable platform dedicated to Eastern Europe. Countries in this region represent one of the most dynamic growth areas in the European tourism industry, with significant potential to attract new customer segments. The regional cluster currently includes Poland and the Czech Republic, with Romania being the latest market added. TUI’s operations in Poland serve as a strategic model for regional development. Global technology platforms are being implemented with minimal adjustments, while products and customer communication are tailored to each market.
‘Poland provided the strategic model, the Czech Republic is experiencing strong growth, and Romania represents the next step in consolidating a solid TUI platform anchored regionally in Eastern Europe. We continue to see significant potential in this region and aim to expand into additional markets by 2030,’ said Mircea Tudose, Managing Director Expansion Businesses at TUI Group and responsible for the Eastern Europe growth cluster.
At launch, TUI’s portfolio focuses on established holiday destinations popular among Romanian consumers, with charter flights and all-inclusive packages. These include Turkey, Greece, Spain, Cyprus, Egypt and Tunisia. Travellers can also book holidays in more than 20 exotic destinations such as Zanzibar, Jamaica, Mexico and the Maldives. Initially, TUI Romania offers departures from four airports: Bucharest (OTP), Cluj-Napoca (CLJ), Timisoara (TSR) and Iasi (IAS), with plans to expand departure options to additional regions of the country.
‘TUI is entering the Romanian market with a long-term strategy. We aim to become an integral part of the market and to work closely with local partners. Our objective is to offer Romanian travellers the confidence that their holiday is a personalised journey – easy to plan, well organised and worry-free,’ said Andreea Petrisor, Managing Director of TUI Romania.
TUI Romania will implement a hybrid distribution model combining personal advisory services through trusted partners with digital accessibility. At launch, the main sales channels include a physical distribution network comprising an initial portfolio of 200 partner travel agencies, as well as the website tui.ro and the TUI app. The partner network is expected to expand to 500 agencies by the end of 2026.
In parallel, TUI Romania plans to open up to five of its own agencies in 2026, with further openings envisaged in response to Romanian tourists’ preference for personalised advice when choosing travel destinations, alongside a simple and efficient digital booking experience.
TUI representatives stated that business growth in Romania will be gradual and based on a long-term approach, with a continuous focus on quality, reliability and added value for travellers.
As the global travel industry reaches new heights of complexity and demand, TUI Group remains the undisputed titan of the tourism sector. Headquartered in Germany but with a footprint that spans every continent, the world’s leading integrated tourism group has successfully transitioned from a traditional travel operator into a tech-driven, sustainability-focused powerhouse. In early 2026, TUI is not just selling holidays; it is curating end-to-end ecosystems for the modern traveler.
The Integrated Business Model: From Aircraft to Atolls
What sets TUI apart in 2026 is its unique “integrated” structure. Unlike many competitors who act solely as intermediaries, TUI owns or controls every link in the holiday value chain.
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The Fleet: TUI Fly continues to modernize its fleet with fuel-efficient aircraft, reducing the group’s carbon footprint while maintaining direct routes to leisure hubs.
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The Hospitality Portfolio: With brands like Riu, TUI Blue, and Robinson, the group manages over 400 hotels, ensuring a consistent quality standard that breeds intense brand loyalty.
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The High Seas: TUI Cruises (including the Mein Schiff fleet and Hapag-Lloyd) has seen a resurgence in 2025-2026, particularly in the luxury and expedition segments.
Digital Transformation: The “TUI App” Ecosystem
In 2026, the company’s digital pivot has reached full maturity. The TUI app has evolved from a simple booking tool into a 24/7 travel companion. Utilizing AI-driven personalization, the platform suggests excursions, manages transfers, and provides real-time updates tailored to the individual’s preferences and past behaviors.
This data-driven approach has allowed TUI to shift toward “dynamic packaging,” offering travelers the flexibility of a boutique agency with the price advantages of a global giant.
Sustainability: The “People & Planet” Agenda
Sustainability is no longer a corporate buzzword for TUI; in 2026, it is a survival strategy. The group has committed to ambitious science-based targets to achieve net-zero emissions.
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Sustainable Aviation Fuel (SAF): TUI has secured major partnerships to increase the use of SAF across its airline operations.
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Plastic-Free Hotels: A significant majority of TUI-owned hotels have achieved plastic-neutral status, implementing circular economy principles in waste management.
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Local Impact: Through the TUI Care Foundation, the company invests in projects that protect the natural environment and empower local communities in holiday destinations, ensuring that tourism remains a force for good.
Market Trends: The Rise of “Workations” and Wellness
Observing the shifts in labor patterns, TUI has successfully captured the “Workation” market in 2026. Many TUI Blue resorts now offer high-speed connectivity and dedicated office spaces for digital nomads who wish to blend work with leisure. Furthermore, there is a marked increase in the “Wellness & Mindfulness” segment, with specialized retreats becoming a top-selling category in the 2026 winter season.
| Segment | Performance Status (2026) | Key Driver |
| Hotels & Resorts | Record Occupancy | Demand for “All-Inclusive Luxury” |
| Cruises | Expanding | New expedition ships and eco-friendly fuels |
| TUI Musement | High Growth | Tours, activities, and digital experiences |
Challenges in a Volatile World
Despite its dominance, TUI faces the headwinds of 2026. Geopolitical instability in certain regions and the fluctuating cost of energy require constant tactical adjustments. Moreover, the industry is seeing a “war for talent,” as the hospitality sector competes for skilled staff in an increasingly automated world. TUI’s response has been an investment in vocational training and employee retention programs across its destination countries.
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