TUI under pressure: Can Europe's tourism save the transatlantic?

TUI under pressure: Can Europe's tourism save the transatlantic?

Mallorca, Spanien - In the current market environment, Barclays shows an optimistic attitude towards TUI AG. In their latest analysis, the analysts reaffirm the "overweight" recommendation for the TUI share, which is currently 7.65 euros and is therefore close to their 52-week high. The analysis emphasizes various perspectives on the tourism market, in particular the positive prospects for internal European travel and short -haul flights, which are seen as decisive growth drivers. In contrast, Barclays expresses skepticism to North Atlantic routes, which focuses on TUI's strategic decisions. According to Express , TUI benefits from its focus on the European market, since the company activity there appears more stable compared to the uncertainties Long -distance business.

TUI can look back on an impressive brand history and celebrates the 50th anniversary of his resort "Robinson Cala Serena" in Mallorca in 2025, which underlines the company's solid market anchoring. The analysts of Barclays also see better opportunities for focused tourism companies such as TUI compared to large network airlines. Nevertheless, the question remains whether TUI can use its strength in the European market to compensate for any weaknesses in the transatlantic business.

market position and corporate structure

TUI AG is considered one of the largest tourism groups worldwide and is based in Germany. The company operates around 1,200 travel agencies, over 400 own hotels, 17 cruise ships and five European airlines with almost 130 aircraft. In 2024, sales exceeded 23 billion euros, which is the highest value in the company's history. It is particularly noteworthy that the most profitable market in the Northern region, which includes the activities of tour operators and airlines in the United Kingdom, Ireland and the Nordic countries, made almost 40 percent of TUI global sales, such as Statista reported.

In the Northern region, Great Britain is of particular importance. Here TUI has more employees than in Germany and runs over 300 branches, which makes the company one of the travel agencies with most locations in the United Kingdom. Despite the competition, Tui was one of the main brands for package travel books in the United Kingdom in 2024, but ranked behind Jet2 Holidays. In Germany, on the other hand, TUI led the list of package travel books, in front of competitors such as alltours and Ab-in-vacation.

challenges in important markets

In Spain, on the other hand, there was a different picture: only three percent of the respondents named TUI as a provider of package tours, while Viajes El Corte Inglés and Edreams showed significantly stronger brand preferences. These differences in brand perception illustrate the challenges that TUI faces in different markets. In order to further expand its leading position in the global travel agency industry, a stronger presence in these important markets could be decisive.