Romanian customers gain access from day one to TUI’s global product portfolio, including more than 1,500 package holidays and hotel brands such as TUI Magic Life, TUI Blue and RIU.
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| Sebastian Ebel, CEO of TUI Group |
Sebastian Ebel, CEO of TUI Group, said: “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.”
He added: “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.”
The launch forms part of TUI Group’s strategy to build a scalable platform tailored to Eastern Europe. The region is described as one of the most dynamic growth areas in Europe’s travel industry, with potential to reach new customer groups. The cluster currently includes Poland and the Czech Republic, with Romania added as the latest market.
TUI’s operations in Poland serve as a strategic model for the region. Global technology platforms are implemented with minor adaptations, while products and customer communication are adapted to local market needs.
Mircea Tudose, Managing Director Expansion Businesses at TUI Group and responsible for the Eastern European growth cluster, stated: “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.”
At launch, the portfolio focuses on established destinations popular with Romanian consumers, including Turkey, Greece, Spain, Cyprus, Egypt and Tunisia. Further expansion is planned. Long-haul destinations such as Zanzibar, Jamaica and the Maldives are also available.
TUI Romania offers departures from four major Romanian airports: Bucharest (OTP), Cluj Napoca (CLJ), Timișoara (TSR) and Iași (IAS), providing access for a large share of the country’s population.
Andreea Petrisor, Managing Director of TUI Romania, said: “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.”
TUI Romania will implement a hybrid distribution model combining personal advisory services with digital channels. At launch, sales are conducted through a brick-and-mortar network of 200 partner travel agencies, alongside the website tui.ro and the TUI app. The partner network is expected to expand to 500 agencies by the end of 2026.
In parallel, TUI Romania plans to open up to five TUI travel shops in 2026, with additional own-brand agencies to follow, reflecting Romanian travellers’ preference for personal advice supported by digital booking options.
Tags: Andreea Petrisor, TUI Romania,Sebastian Ebel, TUI Group
