Summary: TUI Group has launched TUI Romania, offering more than 1,500 package holidays at launch and combining a network of partner agencies with digital booking via tui.ro and a mobile app.

TUI Romania has officially opened, giving Romanian travellers immediate access to over 1,500 packaged holidays and a lineup of branded hotel options including TUI Magic Life, TUI Blue and RIU. The new operation represents TUI Group’s formal entry into the Romanian market as part of a wider Eastern Europe expansion.

Strategic push into Eastern Europe

TUI Group is scaling its presence across Eastern Europe with Romania added to a list of dynamic markets that already includes Poland and the Czech Republic. The company views the region as a key growth area and is building a scalable platform that can be adapted to local customer needs.

Package options and destinations

At launch, Romanian customers can book traditional Mediterranean favourites as well as longer-haul and more exotic escapes. The initial portfolio is designed to cover a broad range of budgets and holiday styles.

  • Popular short- and mid-haul choices: Turkey, Greece, Spain, Cyprus, Egypt, Tunisia
  • Long-haul and exotic options: Zanzibar, Jamaica, Maldives
  • Hotel brands available at launch: TUI Magic Life, TUI Blue, RIU

Hybrid distribution: agencies plus digital channels

TUI Romania will combine personal advice through a network of partner travel agents with online booking tools. This hybrid approach aims to meet the varied preferences of Romanian consumers who value both face-to-face guidance and the convenience of digital booking.

  • Initial partner network: 200 travel agencies across Romania
  • Online channels at launch: official website (tui.ro) and mobile app
  • Service focus: personalised advice alongside seamless digital booking
TUI Romania promotional image showing holiday destinations and travel booking options
TUI Romania launches with a mix of agency partnerships and digital booking channels

Growth targets and retail plans for 2026

TUI Romania has set ambitious targets for its first year. The company plans to expand its partner agency network and open a small number of dedicated retail shops to strengthen its on-the-ground presence.

  • Agency growth: target to increase partner agencies from 200 to 500 by end of 2026
  • Retail rollout: up to five dedicated TUI travel shops planned for 2026

Local market approach and technology

TUI’s model in Poland has informed the Romania launch: global technology platforms are implemented consistently across markets while marketing, customer communications and product mixes are tailored locally to meet Romanian preferences.

What this means for travellers

For Romanian travellers, TUI Romania brings expanded choice and easier access to both familiar and new destinations, backed by established hotel partnerships and a mix of personal and digital booking options. The rollout signals increased competition in the local market and more packaged-holiday availability across price points.

So what? The launch of TUI Romania means Romanian customers gain a major international tour operator on their domestic market, increasing availability of packaged holidays and potentially better deals and service options. For the travel industry, it underscores Eastern Europe’s rising importance as a growth region and suggests more investment and retail activity to come.