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TUI: Cruise expansion despite financial turbulence – this is how it continues!
TUI is committed to growth in the cruise segment with new ships and sustainable initiatives, despite financial challenges.
TUI: Cruise expansion despite financial turbulence – this is how it continues!
On May 31, 2025, TUI Group is at a crucial point, after a challenging May that presented the company with various challenges. Loud Exchange Express TUI is trying to make the most of the upcoming summer season with strategic measures and new offers. While positive developments in the cruise segment are lifting spirits, the group's financial situation is tense.
TUI is increasingly focusing on growth in the cruise business. “Mein Schiff Flow”, the second ship in the LNG-powered InTUItion class, was successfully launched and is scheduled to enter service in 2026. Furthermore, “Mein Schiff 1” has already started its first event trip of the year, while “Mein Schiff Relax” has been active since April.
Sustainability commitment and offers
A focus of the current strategy is on intensifying the commitment to sustainability. The TUI Care Foundation launched new marine conservation projects in Aruba and Bali, involving both holidaymakers and local communities. This reflects TUI’s commitment to acting responsibly and protecting the environment.
In addition to these initiatives, TUI is adapting its offering to new travel trends. The expansion of the offering in Iceland and Northern Europe is being pushed forward, in line with the trend towards so-called “coolcations”. Greek destinations such as Lemnos are also being redeveloped to meet changing customer needs.
Financial situation and forecast
However, the company's current financial situation is worrying: TUI recorded sales of 3.71 billion euros, an increase of 1.5%. Nevertheless, the adjusted EBIT loss widened to 207 million euros, which can be attributed to the later Easter date. The group reported a loss after taxes of 262.8 million euros.
Nevertheless, TUI is sticking to its annual forecast, which envisages sales growth of between 5% and 10% and an EBIT increase of 7% to 10%. TUI shares were last quoted at 7.35 euros - just below the 52-week high of 7.55 euros - and have gained 8.22% in the last 30 days after suffering setbacks in May.
An essential part of TUI cruises remains an environmentally friendly approach. With its brands Mein Schiff, Hapag-Lloyd Cruises and Marella Cruises, the TUI Group is one of the leading providers in the cruise industry. The new “Mein Schiff 7”, which will join the fleet in summer 2024, will be operated exclusively with low-emission marine diesel and is equipped with a shore power connection, which reduces pollutant emissions in the port to almost zero. Many ships in the TUI fleet are also equipped with such connections or will be retrofitted in the coming years in order to further reduce environmental impact.
Analyzing recent developments, it is clear that TUI is working on the future of its business model by placing sustainable practices at the heart of its offerings and addressing both existing and new markets. The coming months could be crucial to realize the full potential of the summer season and support financial recovery.