TUI honours Abel Matutes Tur with Lifetime Achievement Award 2026 - Get updated on what's happening in tourism!

TUI Group has named Abel Matutes Tur, founder and president of Sirenis Hotels & Resorts, as the recipient of the Lifetime Achievement Award 2026. The honour recognises more than five decades of contribution to the international tourism and hospitality industry.

The award was presented during ITB Berlin, acknowledging Matutes Tur’s role in building one of the most respected family-owned hotel groups in global tourism. His career began in the late 1960s on the island of Ibiza, where a local construction company gradually evolved into Sirenis Hotels & Resorts, now operating hotels in Spain, the Dominican Republic, Mexico and Colombia.

A pioneer of Mediterranean hospitality

Over the past five decades, Sirenis Hotels & Resorts has developed into an international brand known for quality, innovation and a strong focus on guest experience. Today the group operates eight hotels in four countries and employs more than 3,500 people.

“Abel Matutes Tur is a true pioneer of Mediterranean hospitality,” said Sebastian Ebel, CEO of TUI Group. “His lifelong dedication to excellence, his family-driven leadership philosophy, and his deep respect for the destinations he develops have shaped industry standards and created unforgettable holiday experiences for millions of guests. Our partnership is built on shared values, and we are proud to honour his lasting contribution to global tourism.”

According to TUI, Matutes Tur placed responsibility, respect for local communities and long-term thinking at the centre of his company’s strategy long before sustainability became a widely discussed industry topic. His approach emphasised that tourism is not only about investment and infrastructure, but also about people, culture and meaningful encounters.

Tourism as a bridge between cultures

The Lifetime Achievement Award recognises both Matutes Tur’s career and his philosophy of hospitality. Under his leadership, Sirenis Hotels & Resorts has grown internationally while maintaining its founding values of personal commitment, people-focused service and respect for destinations.

Through this approach, the company has sought to position tourism not only as an economic sector but also as a way of connecting cultures and creating shared experiences for travellers around the world.

Global hotel awards rooted in guest feedback

The Lifetime Achievement Award forms part of the TUI Global Hotel Awards programme, which celebrates excellence in hospitality across the company’s international markets.

The programme traces its origins back to 1984 with the Gold Medal Awards launched by TUI UK & Ireland, followed in 1994 by the customer-voted TUI Holly Awards in Germany. In 2020, TUI unified its various regional award programmes under the TUI Global Hotel Awards, creating a single global standard for recognising outstanding hotel partners.

Presented annually in Berlin, the awards continue to place strong emphasis on guest feedback, ensuring that the experiences of TUI travellers remain central to recognising excellence in the hospitality industry.

Image Credit: © TUI