TUI BLUE Signs Agreements to Add 8 Hotels Across Egypt and Europe by 2029

Five hotels planned for Hurghada, Sharm El Sheikh and Marsa Alam in partnership with JAZ, alongside three properties in Bulgaria, Croatia and Portugal, with phased openings and brand additions beginning in summer 2027.

TUI Group has signed eight new hotel agreements as part of its expansion strategy for the TUI BLUE brand, covering five properties in Egypt and three in Bulgaria, Croatia and Portugal.

The hotels are scheduled to join the brand's portfolio in phases between summer 2027 and summer 2029, strengthening the group's presence in major beach destinations, particularly along Egypt's Red Sea coast.

The agreements include both existing properties that will join the TUI BLUE brand and newly developed hotels.

The Egyptian expansion comprises five agreements concluded in cooperation with JAZ, TUI Group's joint venture partner in the Egyptian market.

TUI BLUE Vistamar and TUI BLUE Makadi Oasis, both located in the Hurghada area, are scheduled to begin welcoming guests under the TUI BLUE brand in summer 2027.

In summer 2028, TUI BLUE Palace Sharm in Sharm El Sheikh is expected to join the portfolio, alongside a newly developed hotel in Hurghada.

The expansion in Egypt will be completed with the addition of another newly developed property in Marsa Alam, scheduled to join the brand in summer 2029.

TUI Group has not disclosed the total number of rooms covered by the Egyptian agreements or the associated investment values.

In Bulgaria, TUI BLUE plans to introduce TUI BLUE Arabella in the Varna region, marking the brand's first hotel in the area.

The 294-room property is scheduled to open in summer 2027 following extensive renovation work.

In Croatia, TUI BLUE Diane, located on the island of Brač, will join the portfolio for the same summer season.

The hotel will initially offer 120 rooms, with plans to increase capacity to 155 rooms from 2028.

In Portugal, the 153-room TUI BLUE Calheta Beach, situated on the island of Madeira, is also scheduled to join the brand in summer 2027.

Louise Bates, Managing Director of TUI BLUE, said the agreements represent another important step in expanding the brand's international presence and TUI Group's hotel portfolio.

She highlighted growing traveller interest in accommodation that combines hotel services with authentic destination experiences.

In Egypt, the planned addition of the two Hurghada properties in summer 2027 will coincide with the solar eclipse expected in August that year.

TUI Group announced that its tours and activities division, TUI Musement, will offer a dedicated solar eclipse viewing excursion, alongside more than 100 tourism experiences across Hurghada, Luxor and Marsa Alam.

The new agreements highlight a strategy that combines the rebranding of existing hotels with the development of new properties, allowing TUI BLUE to expand its geographical presence across different stages of growth.

Egypt stands out as the largest market in this expansion package, accounting for five of the eight hotels, with properties distributed across Hurghada, Sharm El Sheikh and Marsa Alam.

The integration of hotel accommodation with tours, activities and local experiences also reflects TUI Group's approach to developing tourism products that connect hospitality services with the wider destination.

However, assessing the actual investment impact of these agreements will require further details on the number of newly added rooms compared with existing properties being rebranded, capital expenditure commitments, and the structure of management and operating contracts.

The announced opening and brand integration dates remain forward-looking plans subject to change, rather than confirmed additions to operational hotel capacity.