TUI Blue brings its leisure hotel experience to Europe's cities
TUI Blue expands its portfolio from sun & beach holidays to city breaks
First TUI Blue hotels signed in Lisbon and Seville
Curated TUI Musement experiences complement the TUI Blue concept beyond the hotel
Culture, sport, museums and iconic landmarks: Europe's cities offer travellers a wealth of attractions. Reflecting the growing popularity of city breaks, TUI Blue is expanding into Europe's cities with its first leisure hotels in Lisbon and Seville. The expansion marks a significant milestone in the brand's growth strategy and opens a new chapter for TUI Blue beyond its established portfolio of leisure hotels in beach, mountain and resort destinations.
TUI Blue Sevilla Suites will become the first TUI Blue hotel to open in a European city. The newly built property will feature 89 rooms and is scheduled to join the portfolio in late 2026. Located in Vega del Rey, just 10 minutes from the city centre, the hotel offers a rooftop pool and a co-working space designed for modern travellers. In addition, TUI Blue Rossio in Lisbon, has been signed under a franchise agreement and is currently undergoing a comprehensive redesign. Located in the heart of Lisbon's prestigious Baixa district, the 30-room boutique hotel will bring the TUI Blue holiday concept to one of Europe's most sought-after urban destinations. The opening is planned for early 2027.
"The launch of TUI Blue city breaks in Europe is a major milestone for our brand. TUI Blue has developed into our fastest-growing leisure hotel brand, with more than 100 hotels worldwide and ambitious international growth plans. Following the first openings in cities across Asia, we are now bringing our distinctive leisure hotel concept to some of Europe's most attractive urban holiday destinations," says Marco Ciomperlik, COO TUI Group. "Lisbon and Seville are ideal destinations, combining strong city break appeal with the rich local culture, food and experiences that sit naturally at the heart of the TUI Blue concept. The new hotel openings will also benefit from the variety of TUI's offering. TUI Blue's high-quality hotel accommodation can be easily combined with TUI Musement's curated experiences to deliver a more comprehensive and meaningful time in destination for our customers.”
TUI Blue has established itself as a leading leisure hotel brand known for personalised experiences, high-quality hospitality and a strong focus on local culture and cuisine. Guests at the TUI Blue hotels in Lisbon and Seville will benefit from local expertise through dedicated Blue Guides, curated city experiences, digital services via the Blue App, and food and beverage concepts designed to connect travellers with local culture. The concept combines the convenience of a centrally located hotel with the leisure expertise that defines TUI Blue.
TUI Musement, the Tours & Activities business of TUI, complements the new hotels with a curated portfolio of excursions, activities and attraction tickets that help guests discover Lisbon and Seville through trusted, bookable experiences. In Lisbon, more than 200 experiences are available, from city walking tours and football stadium visits to day trips to nearby Cascais and historic Sintra. In Seville, guests can choose from more than 100 experiences, including TUI Musement-created tours designed to connect travellers with the city through local expertise. Options include a guided walk through Seville’s must-see sights, led by a local expert sharing insider perspectives, as well as a more off-the-beaten-track visit to the palaces and grand gardens of the Spanish nobility dating back to the 15th century. All experiences can be booked instantly via the TUI and TUI Musement websites and apps.
As TUI Blue continues its international expansion, the addition of city breaks complements the brand's existing portfolio of leisure hotels and supports its long-term ambition to strengthen its presence in both resort and urban destinations for holidaymakers around the world.
About TUI Blue
TUI BLUE offers experience-oriented lifestyle travellers a hotel product tailored to their individual needs – for adults, families or holidaymakers interested in local culture and authentic experiences. BLUE Guides provide great hospitality with a personal touch and the BLUE App offers guests lots of activities at their choice. The experiences are tailored for all ages and range from entertainment in a relaxed atmosphere to a holistic fitness and well-being programme as well as a variety of excursions. TUI BLUE hotels stand for food experiences with a local touch, including authentic regional dishes while also catering for all dietary needs or nutrition plans. The hotel brand has more than 90 hotels worldwide and expanding its portfolio with a strong focus on Asia, the Middle East and Africa. TUI BLUE is a global brand of TUI Hotels & Resorts‘ leading leisure hotel portfolio.
About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing hotels, experiences, guides and transportation
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group.
Products are distributed to customers, including the +34,7 million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.
About TUI Group
The TUI Group is a leading global tourism group. It offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 19 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms and transforming itself into a global tourism platform company. The group is headquartered in Germany. TUI shares are listed on the Prime Standard segment of the Frankfurt Stock Exchange and are included in the MDAX. They are also traded on the regulated market of the Hanover Stock Exchange.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.
