TUI recorded its strongest financial performance in history for fiscal year 2025 (1/10/202430/9/2025). According to the official announcement, sales increased by over 4% to 24.2 billion, while earnings before interest and taxes (EBIT) approached 1.5 billion.
The tour operator served 34.7 million guests, approximately 5% more than in 2024, supporting revenue growth and a significant reduction in net debt, which fell by about 20% to 1.3 billion.
The outstanding result is attributed to higher travel prices, increased visitor numbers, and strong performance in the holiday experiences sector, including TUI Hotels & Resorts, cruises, and TUI Musement.
Greece, the Balearic Islands, and Turkey once again emerge as the most sought-after summer destinations. The same trend is expected for 2026, according to the company.
Ebel: The TUI ecosystem is our strength
Regarding 2025, TUI CEO Sebastian Ebel described it as an excellent year in a highly competitive environment. He emphasized that the so-called TUI ecosystemthe strong owned brands (RIU, Robinson, TUI Blue, TUI Cruises) and the enhanced international distribution channelsis the main driver of record performance.
According to him, the strategic goal remains global growth with differentiated proprietary products, reducing the groups reliance on the challenging European market.
Boom in Holiday Experiences Historic cruise performance
The Holiday Experiences division (hotels, cruises, TUI Musement) was the standout performer, with EBIT of 1.31 billion.
- Hotels & Resorts: Record EBIT of 759 million, thanks to high occupancy rates and better pricing.
- Cruises: Explosive growth, with EBIT of 482 million (+108 million). Capacity increased with the addition of Mein Schiff Relax, raising the fleet to 18 ships, while occupancy remained at an impressive 99% and daily rates rose to 235.
- TUI Musement: EBIT increased to 71 million, with 10.6 million sales in excursions, activities, and tickets.
Transformation in Markets + Airline
The Markets + Airline division showed revenue growth but lower EBIT (217 million, down from 304 million), due to investments in the global curated marketplace, new digital systems, and new sales channels.
TUI is adapting to changing traveler behavior by investing in dynamic packages, used by 3.3 million customers (+11%). The division maintained a 91% occupancy rate.
Artificial intelligence and physical travel agencies: a dual strategy
The group is heavily investing in AI, making its content AI-visible and AI-bookable. Collaboration with the Mindtrip platform already allows travelers and travel agencies to create complex tours via AI, instantly converted into bookings.
At the same time, the company continues to support its traditional physical stores, emphasizing that travel experts still attract high-value travelers and secure very early bookings.
Expansion of hotel and cruise fleet
Globally, TUI operates 463 hotels, with another 70 already planned. In summer 2026, cruise operations will expand further with the addition of Mein Schiff Flow to the TUI Cruises fleet.
Positive momentum for winter 2025/26 and summer 2026
Bookings are progressing well for both winter and the upcoming summer season. TUI notes that holiday packages remain the gold standard due to the safety and services they offer, while the expanded dynamic product opens new markets and target audiences.
Outlook for 2026
For fiscal year 2026, TUI forecasts:
Revenue growth of 24%
EBIT increase of 710%
