We wanted to interview Christophe Fuss, Managing Director of TUI France, one of the key players in the French tourism market, to better understand how TUI France is adapting to the current challenges of the sector.
Summary
How does TUI France fit into the current dynamics of the group and what are your priorities for 2026?
Christophe Fuss: “In 2026, TUI France is fully committed to the innovation and acceleration strategy initiated by the TUI Group. Our roadmap is based on several key projects designed to strengthen our role as a high-value distributor and to offer a smoother, more inspiring, and more personalized experience to our customers. Trust, Professionalism, Quality, and Personalization are our four pillars that guide every step of our roadmap.”
Our 6 priorities for 2026 :
1. TUI distributor: offering maximum choice and more experiences for our customers, and easy accessibility
Launch of our TUI France App, a new sales channel
Evolution of TUI.fr into an expanded distribution platform, integrating more leading third-party players in the tourism market, to offer more choice within a controlled ecosystem.
2. A strengthened presence of our TUI Stores across the country
Continued development of TUI Stores, in order to consolidate proximity and human relationships, which remain essential in our business.
3. The expansion and development of our Clubs brands
- Deployment of the Iconic Marmara Clubs, a new generation of immersive villages.
- Launch of new Lookéa Ecolodges.
4. The rise of Nouvelles Frontières
The brand continues its repositioning as an aspirational, experiential and inspiring brand, which is highly anticipated by the market.
5. Strengthening and diversifying the TUI Selection offering
Enrichment of TUI Selection with a wide range of carefully selected offers for all holiday desires.
6. Accelerating our AI projects
With the support of our IT department, we are actively integrating artificial intelligence into our customer journeys, internal processes, and distribution channels to maintain
alignment with the Group's innovation, but also the transformation taking place within the world of tourism.
Our 2026 ambition: to be both a tour operator and a distributor, capable of offering the best of the market in a single reliable, inspiring and demanding ecosystem.«
What product or distribution innovations are you preparing to strengthen the added value of Clubs Marmara and Lookéa?
Christophe Fuss: “Our ambition is clear: to offer clubs that are not interchangeable, but that have a real personality, a history and an atmosphere of their own. At TUI, a club is not a “standardized product”: it is a holiday community, supported by trained, stable and committed teams (leisure managers and entertainment team in Marmara clubs + delegate and village chiefs and entertainment team + delegate in Lookéa clubs).
Our key innovations:
1. Launch of the Iconic Marmara Clubs – Summer 2026
- A new generation of villages designed by TUI France, combining:
- Immersive experiences
- The codes of modern hospitality
- The French-speaking club DNA that makes us different. The Club spirit as we love it, and which meets new customer expectations.
The first 4 Iconic:
Mallorca – Iconic Club Marmara Del Mar
Corsica – Iconic Club Marmara Grand Bleu
Rhodes – Iconic Club Marmara Doreta Beach
Sicily – Iconic Club Marmara Sicilia
What distinguishes them:
- A unique atmosphere, true to the "revival" of the holiday club.
- Signature experiences: communal dining, immersive evenings, Interclub events, FIT+. – Enhanced entertainment, blending technology, entertainment and trends.
- Sports activities are still very much present, and new sports are arriving (e.g., padel courts).
- Flexible spaces, including coworking areas to address the “bleisure” phenomenon.
- A single dedicated team, entertainment + hospitality, for perfect consistency.
2. Lookéa Ecolodges
In response to expectations of immersion, nature and responsible engagement, Lookéa Ecolodges will offer the following by 2027:
- Stays more rooted in the local areas
- An integrated architecture
- An activity redesigned around respect and local experience
3. A unique human experience
The success of our clubs is based on a genuine customer relationship:
- Our activity leaders adapt to the profiles of our vacationers, fostering a friendly atmosphere and building connections. We are part of the 2026/2027 trend towards gathering, community, and sharing
- A shared DNA passed down through a unique "Klaxon Rouge" school in the tourism sector, dedicated to training (pride of belonging)
- Loyal teams of facilitators and delegates, guarantors of the club spirit
- We don't sell a package deal. We sell an atmosphere, an identity, a style of holiday
In a market that is recovering strongly but is very competitive, what role does TUI France want to play within the TUI Group in the next two years?
Christophe Fuss: “TUI France is already aligned with the TUI Group's strategy and aims to further strengthen its presence in the French market by developing its TUI ecosystem. To achieve this, we intend to reinforce the differentiating aspects of our brands and products, supporting this with a strong brand, TUI, a service brand built on four pillars: the trust of our current and future customers, the professionalism of our teams, the quality of all our products and services, and the development of our ability to personalize our offers. It's an ambitious strategy, but one that is perfectly suited to a market under intense competitive pressure, particularly in France.” We are now ready to go, challenges will certainly continue to arise, but that's part and parcel of the tourism industry, and TUI France has been prepared to face them for several years now, in order to continue its development, by strengthening its tour operator business and expanding its role as a distributor.
Club Marmara summer 2026: a ramp-up in pictures
The promotional video unveiled by TUI France sets the tone for the summer 2026 season. It showcases a structured offering of 34 destinations, including a newcomer, Albania, as well as 10 new locations and 4 redesigned Club Marmara iconic resorts. The message is clear: to enhance the customer experience while building on the core elements that have made the clubs so successful. With its dynamic pace, immersive destination experiences, and promise of a turnkey stay, the video illustrates the desire to position Club Marmara as products that deliver on their promises, combining a friendly atmosphere, expertly managed entertainment, and consistently high quality standards.
Read more about TUI Group
TUI Group improves its profitability from the first quarter of 2025-2026
TUI Group establishes a presence in Romania and accelerates its strategy in Eastern Europe
👉 Access all our tourism reports, statistics and analyses on Tourisme Stats.
👉 Stay informed about business tourism trends: subscribe to InfosTourisme Inside .
📘 Also check out our practical pages for tourism professionals .
📩 Send your press releases .
