TUI AG Expands Product Offerings and Adjusts Strategic Partnerships
TUI AG, listed on Xetra and operating within the consumer discretionary sector, has announced several strategic moves aimed at enhancing its tourism services portfolio and adjusting its partnership landscape.
Launch of the ‘Dine & Discover’ Culinary Collection
On 23 October 2025, TUI unveiled the “Dine & Discover” collection, a set of hotels and experiences curated to satisfy the growing demand for food‑centric travel. Research conducted by the company indicates that 39 % of British consumers prioritize dining at local restaurants, while 41 % are inclined to book holidays focused on culinary exploration. The new offering is designed to capture this market segment by integrating gastronomy with accommodation and travel services.
Termination of the Prince Group Partnership in Cambodia
Earlier that week, TUI terminated its partnership with the Prince Group in Cambodia after less than one year. The decision follows a strategic review that identified limited profitability in the hotel segment. TUI plans to intensify efforts to expand its hotel operations and drive revenue growth by securing new destinations. The company has already opened a hotel under its brand within the current year, signalling a shift toward a more controlled expansion strategy.
Cardiff Airport Collaboration and 2026 Outlook
TUI and Ryanair have jointly disclosed plans for 2026 that will affect operations at Cardiff Airport. While specific details remain sparse, the announcement indicates forthcoming changes that could reshape flight schedules, route offerings, and airport infrastructure in the region.
Market Context: MDAX Performance
The MDAX index, in which TUI is a constituent, exhibited mixed performance on 23 October 2025. Early trading saw a 0.37 % gain, bringing the index to 30 119.90 points. By market close, the MDAX had slipped marginally by 0.12 % to 30 105.06 points, reflecting a largely unchanged market environment. The index’s market value stood at approximately €347.8 billion. Investors who entered the TUI stock five years earlier would have incurred a loss, given the decline from €9.52 to the current price.
TUI Palma Marathon 2025
The annual TUI Palma Marathon in Mallorca attracted over 9,000 participants and 30,000 spectators on 19 October 2025. The event, which drew runners from 76 countries, was described as the island’s largest sporting occasion of the year. The marathon’s success underscores TUI’s commitment to promoting active tourism and community engagement in its destination markets.
Cabin Crew Guidance for Families
Andrea Owen, a cabin crew member with TUI since 2003, shared practical advice for flying with children. Her recommendations focus on simplifying the travel experience for families heading to popular TUI destinations. The guidance is part of TUI’s broader effort to enhance customer service for its diverse clientele.
Tax‑Related Price Warning from TUI and Jet2
TUI, alongside Jet2, issued a warning to the UK Chancellor regarding potential holiday price increases if the upcoming Budget includes higher taxes on travel. The firms argue that tax hikes could elevate operational costs and subsequently affect consumer pricing. This communication reflects the companies’ proactive stance on protecting consumer interests in a volatile fiscal environment.
These developments illustrate TUI AG’s multifaceted strategy: expanding niche product lines, recalibrating partner relationships, engaging with regulatory bodies, and promoting brand visibility through high‑profile events. The company’s actions are expected to influence its market performance and position within the broader travel and tourism industry.
