The TUI Group, under the leadership of Sebastián Ebel, reaffirmed on Tuesday the strategic role of Spain in its global business model, despite the challenges posed by the current rising price environment, especially in established destinations like southern Gran Canaria. In a recent interview with the trade publication Hosteltur, Ebel noted that, although costs in the Spanish hotel sector continue to rise, the country maintains sustained growth. However, this price increase is causing a shift in the visitor profile: families with tighter budgets, traditionally from Germany and Central Europe, are beginning to move towards more price-competitive destinations such as Turkey or Egypt.
To counteract this potential drop in demand, TUI is banking on a "substitution effect" by opening up new source markets. The company anticipates growth from Eastern Europe, with countries like Poland, the Czech Republic, and Romania leading the way, in addition to a strong boost from Latin America. According to the executive, the strategy is based on the market's natural self-regulation; thus, any gap left by a price-sensitive German customer will be filled by a Czech or Polish tourist with a greater willingness to spend in the current climate. Spain, therefore, is no longer seen merely as a final destination for Central Europe and is consolidating its position as a key hub and gateway to the American market.
Regarding physical expansion, the group considers Spain a consolidated market where opportunities for new hotels are scarce. With a portfolio exceeding 100 properties, the focus is not on massive growth, but rather on stability and quality. Even so, TUI maintains specific plans for 2026, with planned openings in Jerez and near Málaga, reinforcing its presence on the Iberian Peninsula while working closely with Canary Island hoteliers to design family-friendly packages that will allow it to remain competitive with other Mediterranean destinations.
Finally, TUI has sought to distance itself from the mass tourism model that generates social resistance. Sebastián Ebel emphasized that the sustainability of the business depends directly on local acceptance, arguing that if residents are not comfortable, the tourist experience suffers. To achieve this balance, the tour operator is prioritizing the hiring of local labor, strengthening regional supply chains, and consolidating efficient transfers. The ultimate goal is to transition to a model where the economic benefits of tourism are better distributed among the host regions, ensuring the long-term viability of the destination.
