Tui Group is to set-up a new tour operating division in Kuala Lumpur.
Tui International Holidays Malaysia has secured a licence from the Malaysian government to focus on growing its southeast Asian market.
The group said increasing numbers of guests from southeast Asia are travelling more frequently and differently than in the past.
Frank Rosenberger, Tui’s chief development officer for new markets, said: “We are developing holiday offers which are attractive to Asian travellers in both neighbouring countries such as Sri Lanka and Thailand, as well as the long-haul routes from Asia.
“The start of the new division in Kuala Lumpur is an important step towards addressing even more Asian customers in the future”.
Rosenberger is responsible for the Tui 2022 strategy, with which aims to reach one million additional customers in new markets by 2022.
Sebastian Ebel, chief executive hotels & resorts, cruises, destination experiences, said: “As a developer, investor and operator of hotels, we have a very strong position in Europe, in Mexico and in the Caribbean.
“We have started to expand in Southeast Asia and want to grow to a total of 20 or 25 hotels in the next few years. We also want to market our hotels in the region. The short and medium-haul destinations in the region are becoming increasingly attractive to guests from Southeast Asia.”
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