The TUI Group today announced the launch of its 500th hotel project - TUI Magic Life Agadir - at the International Tourism Fair (ITB), marking a significant milestone in the company's global growth strategy. The tourism group plans to expand its hotel portfolio from the current 433 to 600 hotels in the medium term. Construction of the new club in Agadir, in partnership with the Tikida Group, is scheduled to begin this spring, with the opening scheduled for summer 2027.

"Tourism remains a growth market with huge potential. We are focused on expanding our Holiday Experiences segment and creating memorable travel experiences for our guests. We are making targeted investments in high-demand destinations and regional clusters to continuously grow our portfolio while maintaining the high quality standards our guests have come to expect. The agreement of our 500th hotel project is a significant milestone and the next target is already set," says Peter Krueger, member of the TUI Group Executive Board and CEO of Holiday Experiences.

All-inclusive club brand enters Morocco - 16th TUI Magic Life worldwide

With TUI Magic Life Agadir, the brand is entering the Moroccan market for the first time. The new all-inclusive resort will be located in a prime spot on the Atlantic coast and will offer 427 rooms, three restaurants, four bars, three pools and a varied sports and entertainment programme that reflects the brand's well-established concept. With a mild year-round climate, more than 300 days of sunshine a year and eight kilometres of sandy beach, Agadir offers ideal conditions for beach and water sports enthusiasts. The resort expands TUI's existing portfolio in the region, which already includes TUI Blue Riu Tikida Beach and Robinson Agadir.

"The new TUI Magic Life Agadir offers our guests another exclusive holiday experience in an upcoming destination. Alongside our existing Robinson Clubs and TUI Blue resorts, we are adding an all-inclusive club that perfectly meets the needs of our guests. As with all our hotel projects, sustainability is a key focus in the planning of this new club in Agadir, as it is an integral part of TUI's DNA. The club will be equipped with a photovoltaic system, the latest heat transfer technology and a water purification system," adds Bernd Mäser, Managing Director of TUI Hotels & Resorts.

Morocco supports responsible tourism

The Moroccan government congratulates the TUI Group's investment: "We warmly welcome the opening of TUI Group's 500th hotel project in Agadir, Morocco. This expansion is yet another reflection of the dynamism of the Moroccan market in terms of tourism investment, as well as the growing interest of major groups/investors like TUI in the Kingdom. This opening will undoubtedly strengthen the region’s tourism infrastructure, create new job opportunities, and significantly contribute to the economic development of the area. We look forward to further collaboration with the TUI Group ," Imad Barrakad, CEO of the Moroccan Agency for Tourism Development (SMIT). Since more than 60 cities signed the Charter for Responsible Tourism in January 2006, Morocco has made a strong commitment to responsible tourism that respects people and the environment. At the same time, it aims to enhance the cultural, identity and intangible heritage of its various regions. In return, tourism creates wealth and value.

Further details on the new TUI Magic Life Agadir will be announced in the coming months. TUI Hotels & Resorts currently operates eleven hotels in Morocco under the Riu, TUI Blue, Robinson, AQI and TUI Suneo brands with a total of more than 3,700 rooms.