TUI expands its presence in Europe and opens up a new market: Romania. From day one, Romanian customers have access to TUI’s global product portfolio with more than 1,500 package holidays and TUI’s hotel brands such as TUI Magic Life, TUI Blue and RIU.
“TUI Romania once again shows how we are turning our strategy into growth: We are opening up a new market, reaching new customer groups and expanding our product offering. This will also make us less dependent on our traditional markets. With today’s launch, Romania becomes a new source market for TUI. At the same time, we see strong potential for Romania as an attractive destination for European holidaymakers. We will work closely with local stakeholders to contribute as TUI to the long-term development of the country’s tourism sector,” says Sebastian Ebel, CEO of TUI Group.
The launch of TUI Romania is part of TUI Group’s strategy to build a scalable platform tailored to Eastern Europe. The countries represent one of the most dynamic growth regions in Europe’s travel industry, with strong potential to reach new customer groups. The cluster currently includes Poland and the Czech Republic, with Romania as the latest addition. TUI’s activities in Poland serve as a strategic model for the region. Global technology platforms are rolled out with only minor adaptations, while products and customer communication are tailored to the specific needs of each market.
“Poland has provided the strategic blueprint, the Czech Republic is growing – and Romania is the next step towards a strong, regionally anchored TUI platform in Eastern Europe. We see further potential in the region and plan to expand into additional markets by 2030,” adds Mircea Tudose, Managing Director Expansion Businesses at TUI Group and also responsible for the Eastern European growth cluster.
At launch, the portfolio focuses on established holiday destinations popular with Romanian consumers. These include Turkey, Greece, Spain, Cyprus, Egypt and Tunisia. Further expansion of the offering is already planned. In addition, travellers can book exotic destinations such as Zanzibar, Jamaica and the Maldives. TUI Romania offers holidays from four major Romanian airports: Bucharest (OTP), Cluj Napoca (CLJ), Timișoara (TSR) and Iași (IAS). These airports are easy to reach for the majority of people in the country.
“TUI is entering Romania with a long-term strategy. We want to become an integral part of the market and work closely with local partners. Our goal is to give Romanian travellers the confidence that their holiday is their very own journey – easy to plan, well supported and reliably delivered,” says Andreea Petrisor, Managing Director of TUI Romania.
TUI Romania will implement a hybrid distribution model, combining trusted personal advice with digital accessibility. At launch, the main sales channels are the brick‑and‑mortar distribution network with an initial 200 partner travel agencies, as well as the website tui.ro and the TUI app. The partner network is expected to grow to 500 agencies by the end of 2026. In parallel, TUI Romania plans to open up to five TUI travel shops in 2026. More own travel agencies will follow, addressing Romanian travellers’ preference for personal advice alongside seamless digital booking.
