Romania: TUI Group expands European footprint

International

Official launch of TUI Romania strengthens Eastern Europe cluster

TUI Group has entered the Romanian market, marking another step in the company’s European expansion strategy. With the official launch of TUI Romania in Bucharest, the travel group extends its presence in Eastern Europe and positions Romania as both a new source market and a future destination focus.

New market, broader customer base

From the outset, Romanian customers gain access to TUI’s global portfolio, including more than 1,500 package holidays. The offering also includes TUI’s established 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,” said Sebastian Ebel, CEO of TUI Group.

“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 to the long-term development of the country’s tourism sector.”

Part of Eastern Europe growth strategy

The Romanian launch forms part of TUI Group’s broader strategy to develop a scalable platform tailored to Eastern Europe. The cluster currently includes Poland and the Czech Republic, with Romania as the latest addition.

“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,” said Mircea Tudose, Managing Director Expansion Businesses at TUI Group.

He added that the company sees further expansion opportunities across the region through 2030.

Focus on established holiday destinations

At launch, TUI Romania’s portfolio emphasises destinations with established demand among Romanian travellers. These include Turkey, Greece, Spain, Cyprus, Egypt and Tunisia.

In addition, customers may book long-haul leisure destinations such as Zanzibar, Jamaica and the Maldives.

Flights are offered from four major Romanian airports: Bucharest (OTP), Cluj Napoca (CLJ), Timișoara (TSR) and Iași (IAS), ensuring broad geographic accessibility.

Hybrid distribution model

“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,” said Andreea Petrisor, Managing Director of TUI Romania.

“Our goal is to give Romanian travellers the confidence that their holiday is easy to plan, well supported and reliably delivered.”

TUI Romania will adopt a hybrid distribution approach, combining physical travel agency sales with digital booking channels.

At launch, sales are supported by an initial network of 200 partner travel agencies, alongside the website tui.ro and the TUI mobile app. The partner network is expected to expand to 500 agencies by the end of 2026.

The company also plans to open up to five TUI-branded travel shops in Romania during 2026, reflecting continued demand for personal travel advice complemented by digital convenience.