TUI Group, through its hotel division TUI Hotels & Resorts, is expanding its presence in sub-Saharan Africa, moving beyond its focus on North Africa. The company plans to open eight new hotels in countries such as Cape Verde, Gambia, Senegal, Tanzania, and Kenya. These new properties aim to cater to a wide range of travelers, from those seeking affordable trips to luxury experiences. TUI is also looking to work with local communities and develop collaborations to enhance the hospitality industry in Africa, with a focus on creating a local touch in its hotel experiences through partnerships with local suppliers and designers.
The company’s expansion into Africa comes at a time when there is growing interest in the region due to low costs, a marketing push from African destination organizations, and a shift away from perceived risky Middle Eastern destinations. With the potential to boost the continent’s economy by $168 billion in the next 10 years, the African travel market presents significant opportunities for growth. Domestic tourism within Africa is also on the rise, with South Africa seeing an increase in overnight trips and travel spending for the first four months of 2023 compared to the previous year. TUI is aiming to tap into this internal market as well as attract guests from Europe and Asia.
TUI’s expansion plans in Africa include collaborating with local partners to build new hotels, with a focus on growing its TUI Blue and The Mora brands in the region. The company aims to leverage its expertise in operations and digital infrastructure to benefit independent hotel owners looking to join its franchise. With a history of charter and all-inclusive European travel to destinations in East Africa, TUI is well-positioned to attract guests from Europe and other regions. The company’s partnerships with local groups and its commitment to creating a local touch in its hotel experiences highlight its efforts to contribute to the development of the African hospitality industry.
The growth of TUI’s hotel offerings in Africa reflects the company’s strategic focus on tapping into the potential of the booming African tourism market. With a strong presence in North Africa and plans to expand further south, TUI is well-positioned to cater to a diverse range of travelers seeking different types of experiences in the region. By working with local communities and leveraging its hotel brands to create unique experiences, TUI aims to establish a strong presence in sub-Saharan Africa and contribute to the growth of the hospitality industry on the continent.
The African travel market presents significant opportunities for growth, with the potential to boost the continent’s economy and cater to a growing middle class. TUI’s expansion plans in Africa reflect its recognition of these opportunities and its commitment to tapping into the potential of the region. By focusing on creating unique experiences and working with local partners, TUI aims to establish a strong presence in sub-Saharan Africa and attract guests from Europe, Asia, and other regions. As the company continues to grow its presence in Africa, it is poised to play a key role in the development of the hospitality industry on the continent.
