German group TUI, the world’s largest integrated tourism group, is expanding its presence in Romania by opening its first owned agencies and analyzing the possibility of operating local hotel units. The group’s entry into the domestic market and expansion plans in the hotel segment were first reported by Profit.ro.
The first TUI agency in the country will open in August in the Sun Plaza shopping center in Bucharest, followed by a new unit in the city center on Nicolae Bălcescu Boulevard. The development plan also targets other major cities, such as Cluj-Napoca, Timișoara, and Iași. According to Adina Serac, Head of Sales at TUI Romania, quoted by news.ro, the partner network exceeded 200 travel agencies in its first month of activity, with the goal of collaborating with over 700 agencies nationwide by the second half of 2026.
In parallel, TUI is analyzing the possibility of operating hotels in the local market. In an interview with Profit.ro, TUI Group CEO Sebastian Ebel stated that the project is in a preliminary stage, and hotel development can take between 2 and 5 years. The executive noted that he has already met with the Prime Minister and the Minister of Economy to evaluate the national master plan, and will send a development team to the country. For urban areas, brands such as RIU or TUI BLUE are being considered, while for holiday destinations, TUI Magic Life or Robinson.
Group spokesperson Christian Rapp explained that the preferred investment model does not involve direct property ownership, but rather joint-venture partnerships or management and franchise agreements with local investors who build the hotels, with TUI providing the concept and brand. Globally, TUI operates 463 hotels and plans to add 70 units over the next 5–7 years. The group controls over 1,200 agencies, 18 cruise ships, and a fleet of approximately 140 aircraft operated across five airlines. Listed on the Frankfurt and Hanover stock exchanges and included in the FTSE 250 index, TUI generates a turnover of over EUR 24 billion and a profit of EUR 1.4 billion.
Frequently Asked Questions
When will TUI open its first agency in Romania?
TUI plans to open its first owned agency in Romania in August at the Sun Plaza shopping center in Bucharest, followed by another agency on Nicolae Bălcescu Boulevard.
Which hotel brands is TUI considering for Romania?
For urban locations, TUI is considering brands like RIU or TUI BLUE, while for holiday destinations, it considers TUI Magic Life or Robinson.
What is TUI’s business model for hotel expansion?
TUI prefers joint ventures, management contracts, or franchise agreements with local investors who build the properties, while TUI provides the branding and concept.