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TUI’s Africa Expansion TUI’s Africa Expansion

TUI Group, a global leader in leisure travel, is significantly expanding its hotel presence across Africa, presenting exciting opportunities for travel agents on the continent. With 12 distinct hotel brands, TUI caters to a diverse range of travelers, from budget-conscious holidaymakers to luxury seekers. This expansion not only strengthens TUI’s footprint in established markets but also unlocks new destinations, enriching the travel landscape for African agents and their clients.

Recent additions to TUI’s African portfolio include the TUI Blue Samaya in Marsa Alam, Egypt, featuring 143 rooms and an aqua park, and the TUI Suneo Palm Beach Skanes in Tunisia, offering 294 rooms, a large garden, and an attractive all-inclusive package. These openings reflect TUI’s commitment to providing diverse experiences, catering to both premium and value-oriented travelers.

TUI’s growth strategy in Africa is ambitious, with more than 20 hotels in the pipeline. Artur Gerber, Managing Director of TUI Hotels & Resorts, highlighted this expansion at the Future Hospitality Summit Africa, emphasizing the group’s strong presence in North Africa, Cape Verde, and Zanzibar, while also expressing confidence in the potential of other emerging destinations. This forward-looking approach aligns with the broader growth trends in the African hospitality sector, which is experiencing a surge in development activity, particularly in resort destinations.

One key aspect of TUI’s expansion is the introduction of new brands tailored to specific market segments. The lifestyle brand TUI Blue is set to open its first hotel in The Gambia later this year, featuring 140 rooms along Kotu Beach. Further expansion of the TUI Blue brand is planned for Côte d’Ivoire, with a new hotel slated to open in 2027. This strategic brand diversification allows travel agents to cater to a wider clientele, offering tailored experiences that match individual preferences and budgets.

In the luxury segment, TUI’s The Mora brand has celebrated its first anniversary in Zanzibar. This upscale brand focuses on laid-back, contemporary luxury with personalized service, resonating strongly with discerning travelers. TUI plans to expand The Mora brand across Africa, creating more opportunities for agents to tap into the growing demand for high-end travel experiences.

TUI’s current portfolio in Africa comprises 97 hotels with over 30,000 rooms across eight countries. This extensive network provides agents with a wide range of options to curate unique travel packages, combining diverse destinations, accommodation styles, and experiences. TUI’s commitment to sustainable development and its integrated tourism model further enhance its appeal, aligning with the growing demand for responsible and seamless travel solutions.

Data analysis reveals that TUI holds a significant share of the African hotel market, with its existing properties and robust pipeline contributing to its strong position. While the overall number of TUI hotels remained stable between 2024 and 2025, the group’s expansion plans indicate substantial growth in the near future. This growth trajectory aligns with the positive trends observed in the African hospitality industry, which is experiencing a surge in both hotel development and visitor numbers.

TUI’s regional market share varies across Africa, with the strongest presence in North Africa, followed by West and East Africa. The group’s expansion plans target both established and emerging destinations, creating a balanced portfolio that caters to diverse travel interests. This strategic approach allows travel agents to leverage TUI’s brand recognition and diverse offerings to create compelling travel packages for their clients.

The African hospitality industry is experiencing robust growth, with a 13.3% year-on-year increase in the hotel development pipeline in 2025. This positive momentum creates a favorable environment for TUI’s expansion strategy, as the demand for both leisure and business travel continues to rise across the continent. Travel agents can capitalize on this growth by partnering with TUI to offer their clients access to a wide range of high-quality accommodations and travel experiences.

TUI’s expansion in Africa is not just about increasing its hotel count; it’s about creating unique and enriching travel experiences that resonate with today’s travelers. By focusing on diverse brands, sustainable practices, and strategic partnerships, TUI is empowering African travel agents to offer their clients unforgettable journeys across the continent. This collaborative approach benefits both the travel trade and the wider tourism ecosystem, contributing to the sustainable growth of Africa’s vibrant travel sector.