TUI Blue expands into Europe's city break market - Get updated on what's happening in tourism!

TUI Blue is extending its leisure hotel concept beyond traditional beach and resort destinations by entering the European city break market. The brand has signed its first urban hotels in Seville and Lisbon, marking a new phase in its international expansion strategy and broadening its portfolio to include some of Europe's most popular city destinations.

The new openings will combine TUI Blue's leisure-focused hospitality with curated local experiences provided by TUI Musement, offering guests a more immersive way to explore each destination.

Seville and Lisbon lead the expansion

The first European city hotel under the TUI Blue brand will be TUI Blue Sevilla Suites, scheduled to open in late 2026. The newly built property will offer 89 rooms and is located in Vega del Rey, around ten minutes from Seville's city centre. Facilities will include a rooftop swimming pool and a co-working space designed for today's leisure and business travellers.

In Lisbon, TUI Blue Rossio has been signed under a franchise agreement and is currently undergoing a comprehensive refurbishment. The 30-room boutique hotel is situated in the heart of the city's Baixa district and is expected to welcome its first guests in early 2027.

Leisure expertise meets urban travel

"The launch of TUI Blue city breaks in Europe is a major milestone for our brand. TUI Blue has developed into our fastest-growing leisure hotel brand, with more than 100 hotels worldwide and ambitious international growth plans. Following the first openings in cities across Asia, we are now bringing our distinctive leisure hotel concept to some of Europe's most attractive urban holiday destinations," said Marco Ciomperlik, COO of TUI Group.

"Lisbon and Seville are ideal destinations, combining strong city break appeal with the rich local culture, food and experiences that sit naturally at the heart of the TUI Blue concept. The new hotel openings will also benefit from the variety of TUI's offering. TUI Blue's high-quality hotel accommodation can be easily combined with TUI Musement's curated experiences to deliver a more comprehensive and meaningful time in destination for our customers."

Guests staying at the new hotels will have access to dedicated Blue Guides, personalised recommendations, digital services via the Blue App and food and beverage concepts inspired by local traditions and cuisine.

TUI Musement adds curated local experiences

The city hotels will be complemented by TUI Musement's extensive portfolio of tours, excursions and attraction tickets.

In Lisbon, travellers can choose from more than 200 bookable experiences, including walking tours, football stadium visits and day trips to Cascais and Sintra.

Seville offers more than 100 activities, ranging from guided tours of the city's major landmarks led by local experts to lesser-known experiences exploring historic palaces and gardens dating back to the 15th century.

All activities can be booked instantly through the TUI and TUI Musement websites and mobile apps.

Growing global footprint

The addition of city break hotels complements TUI Blue's established portfolio of leisure properties in beach, mountain and resort destinations. With more than 100 hotels worldwide, the brand continues to pursue its long-term strategy of expanding its presence in both resort and urban destinations for holidaymakers around the globe.

Image Credit: © TUI