The TUI Group is on a path of dynamic international expansion, significantly strengthening its footprint in Asia – one of the fastest-growing markets in global tourism. With the development of the first Robinson Club in China and the signing of new agreements for hotels under the TUI Blue, TUI Suneo and Robinson brands, the company is moving forward with one of its largest investment initiatives in the region in recent years.
Today, the TUI Hotels & Resorts portfolio includes 24 properties in China and Southeast Asia. The new projects will add 29 additional hotels in the coming years, confirming the group’s intention to shift a larger part of its activity outside European markets.
The Group’s CEO, Sebastian Ebel, emphasized that strengthening the company’s presence in Asia reflects TUI’s long-term strategy for accessing new audiences and achieving greater diversification away from European markets, where growth has slowed:
“With more than 450 hotels worldwide, TUI is among the leading international groups in leisure hospitality. Our expansion in Asia targets new customer segments and ensures high occupancy levels throughout the year,” he said, highlighting that China and Asia are now “the most important growth markets” in the global hotel industry.
First Robinson Club in China – Investment in the green development of the Yangtze region
The first Robinson Club in the country will be developed at Meifan Sailing Port, within the Yangtze River Delta Green Demonstration Zone – a national sustainable development project.
The new resort will be developed from scratch on a 160,000 sq.m. site and will form part of an integrated destination for sports and marine tourism, with a particular focus on sailing and watersports. The resort, operating under the “For All” concept, will target families and couples, with a planned opening in January 2029.
Bernd M?ser, Co-CEO of TUI Hotels & Resorts, stated that demand in China for premium club holidays with a strong training and sports focus is increasing significantly, while the project will target an international audience. According to TUI, the development will integrate ESG practices, advanced water technologies and renewable energy sources. Notably, TUI is the only non-Chinese member of the Developers Alliance in this designated zone.
Expansion of TUI Blue, TUI Suneo and entry into Japan
At the same time, the group is strengthening the international presence of its lifestyle brands TUI Blue and TUI Suneo.
TUI Blue Anji (China): Added to the portfolio of the already six TUI Blue hotels in the country, targeting travellers seeking authentic local experiences, modern design, and gastronomy.
First TUI Blue in Japan: TUI enters one of the world’s fastest-rising tourism markets, selecting a popular ski region, enhancing seasonality and product diversification.
First TUI Suneo in Vietnam: Aimed at attracting price-sensitive international visitors and reinforcing TUI’s presence in Southeast Asia.
The new properties in Japan, China and Vietnam are scheduled to open in 2026.
Artur Gerber, Co-CEO of TUI Hotels & Resorts, noted that “demand for authentic hospitality experiences in Asia is increasing rapidly,” with TUI investing both in mature destinations and emerging markets.
