In a dramatic shift in seasonal travel preferences, German tourists are setting their sights eastward for winter 2025/2026. Major travel operator TUI is responding with an ambitious expansion across Asia, turning destinations like Thailand, Japan, China, Malaysia, and Cambodia into the continent’s newest winter havens for European travelers seeking cultural immersion, warmer climates, and adventure-rich experiences.
Backed by new direct flight connections, a growing hotel portfolio, and curated itineraries tailored to the German market, Asia is swiftly overtaking traditional winter hotspots in Europe. TUI’s latest programme marks a strategic pivot to meet this surging demand for far-flung travel, signaling Asia’s rise as the preferred long-haul escape this upcoming winter.
German Travellers Turn to Asia for Warmth and Discovery
Traditionally drawn to the snow-covered landscapes of the Alps or the Canary Islands’ mild climate, German winter tourists are now favouring experiences that go beyond beaches and ski slopes. For winter 2025/2026, TUI has reported a notable surge in bookings for destinations across Asia—led by Thailand, but rapidly followed by Japan, China, Malaysia, and Cambodia.
According to early sales figures, demand for these countries is being driven by a combination of favourable visa policies, improved air connectivity, and a growing appetite for more authentic and diverse experiences.
“Increasingly, our guests are looking for more than just a holiday—they want a journey that offers emotional, cultural, and sensory fulfillment,” said a TUI spokesperson in Hanover. “Asia offers this in abundance, and we are scaling up our infrastructure accordingly.”
Thailand Leads Asia’s Winter Travel Boom
Thailand is emerging as the jewel in TUI’s crown this season. The country’s reliable winter sun, vibrant culture, and world-class hospitality make it a natural favourite. TUI’s winter programme includes direct charter flights from German cities to both Bangkok and Phuket, significantly reducing travel friction for long-haul travellers.
The recently opened TUI Blue Maduzi Bangkok, designed for cultural enthusiasts and food lovers, is already drawing attention, while Riu Palace Phuket, scheduled to debut in 2026, promises five-star beachfront indulgence for German tourists seeking luxury under the sun.
Thailand’s enduring appeal is also strengthened by its value-for-money proposition, seamless visa process for EU citizens, and upgraded tourism infrastructure—making it a hassle-free yet enriching experience.
Expanding the Map: Malaysia, China, Japan, and Cambodia
Beyond Thailand, TUI is steadily building its Asian footprint to meet growing interest across the continent. In Malaysia, the flagship TUI Blue The Haven Ipoh combines modern amenities with stunning natural landscapes, offering a more tranquil and nature-infused alternative to beach resorts.
China, re-opening more confidently post-pandemic, features four TUI Blue hotels available for German travellers—set in cities and heritage sites that bridge contemporary dynamism with rich history.
Japan, long admired by European travellers for its balance of tradition and modernity, is now home to three new round-trip packages from TUI. These curated experiences highlight Tokyo’s innovation, Kyoto’s heritage, and the serene countryside—all through culturally guided itineraries.
Meanwhile, Cambodia is gaining traction with German holidaymakers seeking historical depth. The TUI Blue Angkor Grace, opening near Angkor Wat in July 2026, will offer immersive cultural luxury and easy access to one of the world’s most revered UNESCO World Heritage Sites.
Island Dreams Still Alive: Maldives, Mauritius, Cape Verde
While Asia dominates TUI’s winter long-haul map, island escapes remain popular for German tourists craving seclusion and natural beauty. The Maldives and Mauritius continue to attract honeymooners and luxury seekers alike, offering unmatched overwater villa stays and turquoise lagoons.
A surprise contender this season is Cape Verde, where bookings have surged by 20%. The Atlantic archipelago’s laid-back charm, music culture, and expanding resort scene have made it a serious winter sun alternative to both Asia and the Mediterranean.
TUI’s Multi-Pronged Strategy for Long-Haul Resilience
The success of TUI’s Asia programme lies in its multi-faceted strategy:
- Direct Flight Connectivity: Expanded air routes from German airports to Asian hubs like Tokyo, Kuala Lumpur, Beijing, and Bangkok make long-haul travel more accessible than ever.
- Hotel Development: The TUI Blue brand is adding multiple properties across Asia, built with European preferences and sustainability in mind.
- Cultural Curation: Localised excursions, food tours, and wellness retreats reflect TUI’s shift toward experience-led travel rather than cookie-cutter itineraries.
- Flexible Travel Assurance: Risk-free booking policies and real-time health advisories cater to post-pandemic traveller expectations.
This expansion also aligns with the company’s goal to double its hotel portfolio in Asia over the next few years, particularly targeting wellness, adventure, and eco-conscious travellers.
Asia Becomes the New Winter Standard
As geopolitical uncertainty and changing climate patterns continue to influence travel decisions, Asia has become an increasingly reliable, welcoming, and safe destination for German tourists.
TUI’s robust presence across the continent now offers everything from luxury escapes in Phuket and heritage explorations in Kyoto to rainforest retreats in Ipoh and spiritual journeys near Angkor Wat.
German holidaymakers, once loyal to European classics like the Alps or the Canary Islands, are now setting their sights on the East for warmth, diversity, and depth. With winter 2025/2026 approaching, Asia has firmly taken the spotlight as the continent of discovery, offering more than just a vacation—but a transformative seasonal escape.
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