TUI unveils expansion into Japan with the signing of TUI Suneo Otaru

Thursday, Sep 04, 2025 0

TUI introduces renowned leisure hotel portfolio to Japan
CEO Sebastian Ebel: “Market entry reinforces our global growth strategy”
New geographic milestone with signing of TUI’s easternmost hotel

TUI sets its sights on Japan: In a landmark move for its global growth, the group has signed its first hotel management agreement in the country, introducing TUI’s leisure hotel brands to the Japanese market for the very first time. Planned for opening in 2029, the newly built TUI Suneo Otaru will deliver TUI’s signature holiday experiences to one of Asia’s most sought-after leisure destinations.

“TUI Hotels & Resort’s entry into Japan underscores our long-term commitment to expanding holiday experiences in new destinations and engaging new customers, particularly across Asia,” says Sebastian Ebel, TUI Group CEO. “With increasing demand for travel to Japan among our tour operator and cruise guests, expanding into the hotel sector represents a natural evolution of TUI’s presence in the region.”

Peter Krueger, member of the TUI Group Executive Board and CEO Holiday Experiences, adds: “The new addition in Otaru will become TUI Group’s easternmost hotel location to date. This signing marks just the beginning; we are actively exploring further opportunities to expand our footprint in Japan through additional locations and the launch of more TUI hotel brands.”

Located near JR Minami Otaru Station, TUI Suneo Otaru will be easily accessible from Sapporo, just 35 minutes away by train. Guests will be within walking distance of Otaru’s most famous landmarks, including the Otaru Steam Clock Tower, the bustling Sakaimachi Shopping Street known for its handcrafted glassworks and local sweets, and the Otaru Canal, illuminated each evening by historical oil lamps. A picturesque port city in northern Japan, Otaru combines cultural heritage with year-round appeal. As one gateway to Hapag-Lloyd Cruises’ expedition journeys, one of TUI’s cruise lines, the port occasionally serves as both the point of departure and the welcoming return.

TUI Suneo Otaru will feature 50 well-designed rooms complemented by a welcoming lobby lounge, a restaurant, a bar, and a gym. Plans are already in place for future expansion, including additional rooms and public spaces to meet growing demand. The hotel will join TUI’s portfolio of over 400 leisure hotels and resorts worldwide. In Asia, the group has established 25 hotels across eight countries, with plans to more than double that number in the coming years. By the end of 2025, TUI continues to strengthen its presence with new hotel openings scheduled in Vietnam and China.