Global travel giant TUI has unveiled an ambitious Asian expansion strategy, launching its first hotels in China and Cambodia to tap into the region’s burgeoning tourism market. The move marks a significant milestone in TUI’s plan to establish a robust presence across Southeast and East Asia, leveraging its international hospitality expertise to redefine local accommodation standards.
In China, TUI will debut two properties in prime tourist destinations: a 500-room beachfront resort in Sanya, Hainan, and a boutique urban hotel in Shanghai’s Pudong district. Meanwhile, Cambodia will welcome a 300-key luxury resort near Siem Reap, strategically positioned for visitors to Angkor Wat. All properties will integrate TUI’s signature services, including all-inclusive packages, guided tours, and sustainable tourism initiatives.
“Asia represents a trillion-dollar tourism opportunity, and our entry into China and Cambodia signals our commitment to delivering world-class experiences here,” said TUI Group CEO Friedrich Joussen. The brand aims to capitalize on post-pandemic travel recovery, with China’s outbound tourism projected to rebound to 90% of pre-2020 levels by 2025 and Cambodia targeting 7 million annual visitors by 2028.
The expansion also emphasizes sustainability, with all hotels designed to meet green building certifications and local community engagement programs. In Cambodia, TUI will partner with local artisans for hotel decor and offer cultural immersion tours, while in China, the resorts will promote eco-friendly beach practices and regional cuisine experiences.
Travel industry analysts note that TUI’s entry could disrupt the Asian hospitality landscape, challenging local brands with its global distribution network and integrated travel services. “This is more than just hotel openings—TUI is bringing a full ecosystem of travel products to markets that prioritize convenience and authenticity,” said Phoebe Zhang of Tourism Research Asia.
The first phase of openings is scheduled for late 2025, with pre-booking now available through TUI’s global platforms. The company plans to expand to 20 properties across Asia by 2030, with future targets including Vietnam, Thailand, and Japan.
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