Tui UK & Ireland’s strategy to boost tourism during off-peak periods was presented by the company’s CEO, Neil Swanson, speaking at an event on sustainable tourism held at the Spanish embassy in London.
Swanson described the “intermediate” tourist seasons – namely spring and autumn – as “extremely important” and explained that Tui is investing in diversifying its product, increasing the use of flights from third-party airlines, with the aim of extending the tourist season.
“We are diversifying as a business and using more and more flights from third-party providers,” he said, noting that this strategy allows for greater flexibility and geographical dispersion of visitors.
Investing in themed tourism and authenticity
The head of Tui UK & Ireland also mentioned the promotion of specific forms of tourism – such as wellness and exercise tourism – as a means of attracting travelers outside the peak season. He made special mention of the company’s “concept products” such as Tui Blue hotels, which offer personalized experiences to guests.
“To extend the season, it is essential that resorts remain open and hotels expand their themed offerings,” Swanson stressed, adding that the company is trying to offer “a more authentic experience” for customers who want to avoid the traditional image of “Brits abroad.”
Priority to high-spending travellers and local communities
Swanson stressed that Tui is focusing on high-spending travellers, while also trying to ensure that the presence of tourists has a positive impact on local communities. “Our customers want to have a great time on their holiday in Spain, but they also want to know that their presence benefits the local community,” he said.
Referring to recent protests against overtourism in Spanish destinations, Swanson said that concerns had not yet been raised by customers, but warned that solutions were needed that worked for all parties involved. “Protests have not been raised so far, but that doesn’t mean they won’t be raised,” he said.
Tourist tax: A question of transparency
Finally, regarding the debate on the imposition of tourist taxes, Swanson pointed out that their success depends on clear information to the public: “The important thing is that travelers see the positive use of the money paid. If this is communicated correctly, then the measure can work.”
Swanson’s intervention demonstrates Tui’s intention to adapt to the new demands of the tourism market, investing in a more sustainable, multidimensional, and balanced tourism development.
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