TUI Expands Footprint in Eastern Europe with Launch of TUI Romania, Bringing Over 1,500 Global Holiday Packages to Local Travelers

Published on
February 14, 2026

TUI Group, a leader in the global travel industry, is making strides in expanding its European presence with the opening of TUI Romania. This latest venture marks the company’s significant entry into the Romanian market, offering Romanian customers access to a diverse selection of travel experiences. At launch, TUI Romania’s portfolio includes over 1,500 package holidays, as well as vacation options from renowned hotel brands such as TUI Magic Life, TUI Blue, and RIU.

This strategic move is part of TUI Group’s ongoing efforts to build a scalable and adaptable platform in Eastern Europe. The region, particularly countries like Poland, the Czech Republic, and now Romania, is viewed as one of the most dynamic growth areas for Europe’s travel sector. With strong potential to tap into new customer bases, TUI Romania will play a crucial role in the company’s expansion plans in this region.

TUI’s operations in Poland have served as a blueprint for their strategy in Eastern Europe. The company has successfully rolled out its global technology platforms across multiple countries with minimal adaptations, ensuring efficiency and consistency. However, customer communications and products are customized to meet the specific needs and preferences of each local market.

For Romanian consumers, TUI Romania’s initial offerings include a range of well-loved holiday destinations. Popular destinations such as Turkey, Greece, Spain, Cyprus, Egypt, and Tunisia are already available for booking, providing familiar and accessible options for Romanian travelers. Additionally, the brand is expanding its offerings to include more exotic locations, with destinations like Zanzibar, Jamaica, and the Maldives now available for booking. This diverse mix of destinations aims to cater to a wide range of preferences and budgets, ensuring that Romanian customers have ample choice for their vacation plans.

TUI Romania’s strategic operations are designed to make the booking process as convenient and customer-friendly as possible. The company is launching with a hybrid distribution model that combines trusted personal advice with the ease of digital accessibility. Initially, the company will operate through a strong network of 200 partner travel agencies spread across Romania, making it easy for local customers to access TUI’s offerings through familiar, trusted channels. These partner agencies will help guide customers through the booking process, ensuring that they receive tailored advice to meet their travel needs.

Alongside the physical travel agency network, Romanian consumers will also have the opportunity to book their holidays through TUI Romania’s official website (tui.ro) and mobile app. With a seamless digital booking experience, customers will have the flexibility to plan and book their trips on their terms. This dual approach addresses the diverse preferences of Romanian travelers, many of whom value personalized advice while also appreciating the convenience of digital tools.

Looking ahead, TUI Romania plans to significantly grow its reach in the market. By the end of 2026, the company expects its network of partner travel agencies to grow to 500, increasing its footprint across the country. Additionally, TUI Romania will open up to five dedicated TUI travel shops in 2026. These travel shops will offer more personal, face-to-face interactions with TUI representatives, providing Romanian travelers with a seamless blend of digital convenience and the human touch.

Romania is becoming an increasingly important market for the global travel sector, and TUI Group is well-positioned to take advantage of the growing demand for both traditional and exotic holiday destinations. With its robust portfolio, user-friendly distribution model, and focus on customer satisfaction, TUI Romania is set to become a leading player in the Romanian travel market. The company’s combination of established, popular destinations and emerging exotic options ensures that there is something for everyone, no matter their preferences or travel style.

By focusing on expanding its footprint in Eastern Europe, TUI Group is laying the groundwork for further growth and innovation in the travel sector. Romania represents just the beginning of TUI’s continued commitment to offering diverse and accessible holiday options for a broader range of customers. With exciting plans for expansion and a comprehensive approach to distribution, TUI Romania is poised for long-term success in one of Europe’s fastest-growing travel markets.