TUI Group is set to advance its strategic expansion in Asia by adding new hotels under its various brands, including TUI Blue and TUI Suneo, across significant markets such as China, Japan, and Vietnam. The latest developments will introduce the first Robinson Club resort in China along with multiple TUI Blue locations, enhancing the company’s foothold in one of the fastest-growing tourism regions globally.
Currently, TUI Hotels & Resorts operates 24 hotels across China and Southeast Asia, and with the recent agreements, the group plans to roll out an additional 29 projects in the forthcoming years. The CEO of TUI Group, Sebastian Ebel, emphasized that the expansion is aimed at tapping into diverse customer demographics while reducing dependency on slower-growing European home markets. The offerings are designed to attract guests from Asia, Europe, and beyond, thereby ensuring higher occupancy throughout the year and boosting profitability.
The Robinson Club resort will be strategically located in Meifan, part of the Yangtze River Delta Green Demonstration Zone, a national initiative focused on sustainable development. This facility will cover an area of 160,000 square meters and will be a centerpiece of a broader sports and leisure district that features sailing and water sports activities. Slated to open in January 2029, the club will adopt an inclusive “For All” concept, appealing to both families and couples. Bernd Mäser, Co-CEO of TUI Hotels & Resorts, expressed confidence that the demand for high-quality club holidays with comprehensive sports amenities is on the rise in China.
TUI is also emphasizing sustainable development, incorporating environmental, social, and governance (ESG) principles into the new projects. The company has joined the Yangtze River Delta Green Demonstration Zone Developers Alliance, marking a significant milestone as the only non-Chinese tourism entity to do so.
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In addition to the Robinson Club, TUI Blue is set to expand its portfolio in both China and Japan. The brand plans to establish TUI Blue Anji to complement its existing hotels in the region. This new hotel will cater to travelers seeking authentic experiences, local cuisine, and modern design. Similarly, TUI is making headway into the Japanese market with its first TUI Blue hotel, targeting a popular skiing destination, and will introduce the TUI Suneo brand in Vietnam for budget-conscious international guests. These three new hotels are expected to open in 2026, further solidifying TUI’s commitment to the Asian travel market.
Overall, TUI’s initiatives reflect a strategic pivot to ensure sustained growth and to capitalize on the burgeoning demands of travelers in Asia, which is increasingly becoming a focal point for the global hospitality industry.
