TUI Expands Luxury Offerings in Asia: Aiming to Attract UK Tourists to Thailand, Vietnam, and Bali

January 11, 2025 – TUI, a leading figure in the global travel industry, is making significant strides in its efforts to increase its presence in Asia. The company is targeting popular destinations like Thailand, Vietnam, and Bali, to appeal to the growing number of UK tourists seeking luxurious vacation experiences. This strategy includes the launch of new hotels and improved travel connectivity in these regions, thereby establishing them as top holiday destinations.

TUI’s Strategic Expansion in Asia

TUI has long been associated with premier travel experiences, and its latest efforts reflect a commitment to enhance and diversify travel options in Asia. Sebastian Ebel, TUI’s Chief Executive, emphasized the region’s enticing prospects, referring to Asia as a ‘highly attractive’ market. “We cater to European guests seeking holidays in the Far East while also drawing travelers from within Asia to explore the region,” Ebel explained.

The company is already well-established with operations in popular locations including Thailand, Sri Lanka, and the Maldives, but has recently broadened its portfolio to include hotels in Vietnam, Malaysia, and China.

The Launch of The Mora in Bali

Central to TUI’s ambitious plans is the introduction of its new luxury brand, The Mora, which will be making its debut in Bali, Indonesia. This revelation is particularly significant as demand for Bali as a holiday destination has surged, with a remarkable 35% increase noted recently. To meet this demand, TUI has also announced additional flight services to Thailand for the winter season, with further increases anticipated for 2025.

Highlighting Vietnam as an Affordable Destination

Further insights into TUI’s strategy reveal that Vietnam, recognized by the latest Post Office Report as the most affordable long-haul travel destination, is a focal point for the company’s expansion efforts. Peter Krueger, TUI’s Chief Executive of Holiday Experiences, expressed the objective of ‘doubling the number of hotels in Asia’ in the coming years. TUI currently operates 18 hotels across the region and intends to add 22 more by 2027, establishing an extensive network of high-quality accommodations for travelers.

Expanding Travel Options Beyond Asia

In addition to its Asia-focused operations, TUI is enhancing its travel offerings in Africa. The company reintroduced flights to Senegal in 2022 after a ten-year absence, making it the sole UK operator providing direct flights to this promising destination. Experts predict Senegal could emerge as a significant travel trend in 2025.

Furthermore, TUI is expanding its safari experiences in Kenya, combining beach getaways with exhilarating wildlife encounters. Other destinations such as Cape Verde and Zanzibar are also gaining popularity among British tourists, with North Africa experiencing a notable surge in interest. Egypt, in particular, has become a more budget-friendly alternative to Spain for UK travelers, adding to TUI’s diverse travel portfolio.

Conclusion

With its strategic expansion across Asia and Africa, TUI is poised to redefine travel for holidaymakers worldwide. As the company ramps up its luxury offerings and establishes new connections, it aims to deliver unforgettable experiences that attract a new generation of travelers.

For those looking to discover Asia’s rich culture, stunning landscapes, and luxurious accommodations, TUI’s growing presence is sure to offer compelling options.

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