Where happiness meets hospitality: TUI Group debuts in Bhutan
First TUI Blue hotel to open in the Kingdom of Bhutan in May 2026
Experience‑led hospitality inspired by Himalayan culture and well‑being
30+ hotel projects set to shape TUI’s growth across Asia
TUI Hotels & Resorts is strengthening its global presence with its debut in Bhutan and the opening of the country’s first TUI Blue hotel in May 2026. The launch marks an important milestone in the Group’s continued expansion across the Asia Pacific region and its commitment to developing high‑quality hospitality in emerging destinations.
Nestled in the heart of the Himalayas, Bhutan is globally renowned for its philosophy of Gross National Happiness, unspoilt natural landscapes and deeply rooted cultural heritage. The introduction of TUI Blue reflects TUI Hotels & Resorts’ strategic focus on experience‑led hospitality that respects local traditions while embracing sustainable tourism principles.
The new TUI Blue Paro Taktsang will offer an upscale, contemporary experience designed for modern leisure travellers seeking cultural immersion, wellness and curated local experiences. The hotel will feature architecture inspired by traditional Bhutanese design, signature TUI Blue Experiences, wellness‑focused facilities and elevated dining concepts celebrating regional flavours. In addition, the property will integrate sustainable building practices and responsible operations aligned with Bhutan’s environmental vision. The project is also expected to generate local employment, foster community partnerships and contribute positively to the development of Bhutan’s tourism sector.
Artur Gerber, CEO TUI Hotels & Resorts, said: “Bhutan is a truly unique and inspiring destination that aligns perfectly with our vision of meaningful, experience‑driven travel. Bringing TUI Blue to Bhutan underlines our confidence in the destination’s potential and our commitment to sustainable, culturally respectful hospitality development across Asia Pacific. Against this backdrop, our team is currently working on additional hotel projects. We are actively assessing new destinations and development opportunities, including another potential project in Bhutan.”
Set along a tranquil waterfront and framed by majestic mountain scenery, TUI Blue Paro Taktsang enjoys close proximity to some of Bhutan’s most revered cultural landmarks, including Tiger’s Nest Monastery, Kyichu Lhakhang Temple and Ugyen Pelri Thang Palace. Nestled in Shari, a picturesque village in Paro, the resort features 34 Junior Suites & Suites, a restaurant and two bars, a ball room, an indoor heated swimming pool as well as spa and gym facilities.
The debut in Bhutan marks the addition of a new destination to the TUI Group’s ambitious growth strategy in Asia. TUI Hotels & Resorts’ portfolio currently comprises 25 hotels in China and Southeast Asia, with 30+ additional projects in development across the region.
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 Group
The TUI Group is a leading global tourism group. The group is headquartered in Germany. TUI shares are listed on the MDAX index of the Frankfurt Stock Exchange and on the regulated market of the Lower Saxony Stock Exchange in Hanover. The TUI Group 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 18 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. The group is transforming itself into a global tourism platform company.
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.
