TUI and Bentour Seal Strategic Share Swap to Strengthen All-Inclusive Offerings in Europe

(IN SHORT) TUI Group and Bentour Reisen have finalized a mutual shareholding agreement following antitrust clearance, enabling both parties to take a 20% stake in each other’s business. With Nazar Nordic representing TUI in Northern Europe and Bentour Reisen operating in the German-speaking markets, the partnership enhances their collective ability to deliver high-quality, all-inclusive holiday packages to Türkiye and Greece. TUI sees this as a key move to strengthen its growth in the all-inclusive segment and expand its market reach, as both companies share a strong commitment to quality and customer focus.

(PRESS RELEASE) HANOVER, Germany, 2025-Jul-25 — /Travel PR News/ — The TUI Group has officially acquired a 20% stake in Bentour Reisen AG, while the Swiss tour operator Bentour has taken over a 20% stake in TUI subsidiary Nazar Nordic AB, following approval by antitrust authorities. This mutual investment is now in effect and is set to strengthen both companies’ strategic presence in key European holiday markets.

Commenting on the finalization of the transaction, David Schelp, CEO Markets & Airline at TUI Group, said: “The all-inclusive segment continues to thrive, offering travelers a reassuring and seamless holiday experience. Türkiye and Greece, in particular, are showing strong demand. With Nazar’s established position in the Nordic countries and Bentour’s solid reputation in the German-speaking markets, we see a strong foundation for joint growth. Bentour’s focus on quality and customer satisfaction aligns perfectly with our own values.”

The cross-shareholding was first announced in June 2025. Under the agreement, Bentour Reisen AG, headquartered in Zurich, acquired a 20% share in Nazar Nordic AB, based in Malmö, Sweden, while TUI Group secured a 20% stake in Bentour Reisen. Both companies are recognized for delivering premium all-inclusive travel offerings to destinations like Türkiye and Greece, although they serve different customer segments.

Nazar specializes in providing all-inclusive holiday packages to customers in Denmark, Norway, Sweden, and Finland. Meanwhile, Bentour Reisen is a well-regarded, family-run business catering to travelers from Germany, Austria, and Switzerland. Through this share swap, both companies aim to capitalize on their respective strengths, extend their market reach, and drive sustainable growth in the all-inclusive travel sector.

This strategic partnership reflects TUI’s broader mission to integrate digital innovation and sustainability into its operations while delivering outstanding travel experiences across the tourism value chain.

Media contact:

Magnus Hüttenberend
+49 (0)511 566 6060
magnus.huettenberend@tui.com

SOURCE: TUI Group