TUI says it will be ‘less dependent’ on its traditional markets after expanding into Romania, where customers have access to its entire global portfolio.
Group CEO Sebastian Ebel said TUI also sees ‘strong potential’ for Romania as a destination for other European holidaymakers.
“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 said.
“This will also make us less dependent on our traditional markets. With today’s launch, Romania becomes a new source market for TUI.”
TUI said Eastern Europe, where it already has a presence in Poland and the Czech Republic, represents ‘one of the most dynamic growth regions in Europe’s travel industry’.
“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 TUI Group Managing Director Expansion Businesses Mircea Tudose.
TUI has launched in Romania with 200 travel agent partners, which it expects to grow to 500 by the end of the year. It also plans to open five TUI travel shops in the country in 2026, with more to be added in later years.
