As of 2026, TUI Group remains the largest integrated tourism company in Europe and globally. Headquartered in Germany, TUI operates an extensive ecosystem that includes over 1,600 travel agencies, 400 hotels (under brands like Riu and TUI Blue), five airlines with roughly 130 aircraft, and a fleet of cruise ships (TUI Cruises and Marella). They are followed by other giants like DER Touristik, which is particularly strong in Central Europe. TUI’s dominance is built on its "all-in-one" model, allowing them to control the entire customer journey from the flight and transfer to the hotel stay and local excursions. Despite the rise of independent travel booking via platforms like Airbnb, TUI has maintained its top spot by pivoting heavily toward "Experiences" and sustainable tourism initiatives, such as the TUI Care Foundation. For travelers, this means TUI offers the highest volume of package holiday options across the Mediterranean, the Canaries, and Northern Europe, making them the default choice for millions of European vacationers every year.