TUI Group, a prominent tourism organization based in Germany, is set to expand its footprint in the hotel industry by venturing into Sub-Saharan Africa. Building upon its robust presence in North Africa where it operates 76 hotels, TUI plans to introduce eight new properties across several key destinations including Cape Verde, The Gambia, Senegal, Tanzania, and Kenya.

The expansion not only signifies TUI's growth strategy but also marks the launch of its new luxury hotel brand, The Mora, with its inaugural property, The Mora Zanzibar, slated to open soon. This luxury brand is designed to offer contemporary luxury and tailored services, setting a new standard in high-end hospitality in the region.

Artur Gerber, Managing Director of TUI Blue, highlighted the strategic intent behind the expansion: “With our diverse hotel brands, we aim to create novel hotel experiences in Africa for various target groups—from budget-friendly holidays at TUI Suneo to luxury experiences at The Mora. We are excited about contributing to the African hospitality sector and collaborating with local communities.”

In addition to The Mora, TUI is also introducing the TUI BLUE Watamu in Kilifi County, Kenya. This 117-room hotel represents the first TUI Blue branded hotel in Kenya and is being developed in partnership with Sands of Darakasi Resorts.

Wesam Okasha, Head of Global Development at TUI Blue, emphasized the collaborative efforts: “This project in East Africa is a prime example of our commitment to sharing our expertise and developing new hotels on the African continent in partnership with local entities. We are actively seeking further franchise opportunities to continue our expansion.”

TUI Group’s strategic focus in East Africa includes key destinations like Mauritius, Tanzania, and Kenya, with a current portfolio that boasts over 90 hotels and more than 30,000 rooms across seven countries. This expansion aligns with TUI’s broader goal to diversify its global presence and enhance its offerings in emerging tourism markets.