The international group announced that it would focus on the outgoing segment, offering vacation packages abroad for Romanian tourists, but it also aims to develop the incoming segment.
“TUI’s entry onto the Romanian market marks a new step in our growth strategy: we are opening a new market, reaching new customer segments, and expanding our product portfolio, thus consolidating the group’s geographical diversification and reducing reliance on traditional markets,” said Sebastian Ebel, CEO of TUI Group.
With this launch, Romania becomes a new core market for TUI. At the same time, the group sees significant potential for Romania to become an attractive destination for European tourists and will work closely with local partners to contribute to the long-term development of the tourism sector, the official added.
With this development, Romanian tourists will have access to TUI products, which include over 1,500 vacation packages in more than 30 European and exotic destinations. TUI’s offer includes over 1,000 hotels and over 460 hotels from the TUI Group, including renowned brands such as TUI Magic Life, TUI Blue, and RIU.
TUI has been in Romania in the past but operated as a franchise by Christian Tour. Now, TUI is entering Romania directly and this is part of the group’s strategy to expand in Eastern Europe. The regional cluster currently includes Poland and the Czech Republic, with Romania being the latest market added. TUI’s operations in Poland serve as a strategic model for development in the region.
“Poland provided the strategic model, the Czech Republic is growing rapidly, and Romania is the next step in consolidating a solid TUI platform, anchored regionally in Eastern Europe. We continue to see significant potential in this region and aim to expand into other markets by 2030,” said Mircea Tudose, Managing Director Expansion Businesses at TUI Group and the official in charge of the Eastern European growth cluster.
TUI will operate charters from four airports in the country, Bucharest, Cluj, Iasi, and Timisoara, at first, to destinations in Türkiye, Greece, Spain, Cyprus, Egypt, and Tunisia. In addition, there will be over 20 exotic destinations available, such as Zanzibar, Jamaica, Mexico, and the Maldives. The international group’s local portfolio will expand depending on demand and the development of the local subsidiary.
“TUI is entering the Romanian market 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 travelers the confidence that their vacation is a personalized trip—easy to plan, well organized, and worry-free,” says Andreea Petrisor, Managing Director of TUI Romania.
TUI launched its operations a month ago and has already signed more than 200 partnerships with reseller agencies in the country, with plans to integrate other local partners in the future.
(English version by Loredana Fratila-Cristescu)