The German group TUI, the world’s largest integrated tourism group, is accelerating its expansion plans in Romania. Following the launch of its first own agencies in Bucharest, the company is evaluating the possibility of developing and operating hotels in the local market through partnerships with local investors, relying on its international brands.
The first TUI-owned agency will open in August at the Sun Plaza shopping center in Bucharest, followed by a second location on Nicolae Bălcescu Boulevard, with the network set to expand later to Cluj-Napoca, Timișoara, and Iași. On the distribution side, the company attracted over 200 local partners in its first month of activity and aims to exceed 700 partner agencies by the second half of 2026. In parallel, TUI is analyzing the Romanian hotel market to introduce urban brands such as TUI BLUE or RIU and holiday concepts like TUI Magic Life and Robinson. Sebastian Ebel, CEO of TUI Group, stated that the hotel project is in a preliminary stage, with an implementation timeline of two to five years. The targeted model does not involve direct real estate investments, but rather collaboration with local developers through management, franchise, or joint-venture contracts. The group’s management has already held talks with Romanian authorities and will send a specialized team to evaluate opportunities. Globally, TUI operates 463 hotels, over 1,200 travel agencies, 18 cruise ships, and approximately 140 aircraft, generating annual revenues of over EUR 24 billion and a profit of around EUR 1.4 billion.
Frequently Asked Questions
When will TUI open its first agency in Romania?
TUI will open its first own agency in August at the Sun Plaza shopping center in Bucharest.
What hotel brands is TUI planning to bring to Romania?
TUI is considering introducing urban brands like TUI BLUE and RIU, as well as resort concepts such as TUI Magic Life and Robinson.
How is TUI planning to invest in Romanian hotels?
TUI plans to collaborate with local developers through management, franchise, or joint-venture contracts rather than direct real estate investments.