TUI purchases a 20% share in Bentour Reisen, while Bentour Reisen acquires a 20% stake in Nazar Nordic AB.
The TUI Group, one of the world's leading tourism groups headquartered in Germany, has made strategic moves to bolster its presence in the all-inclusive holiday market. The antitrust authorities have approved the acquisition of 20% of Bentour Reisen AG, a family-run Swiss tour operator for German-speaking countries, by the TUI Group. In a reciprocal move, Bentour has taken a 20% stake in TUI subsidiary Nazar Nordic, which operates in the Nordic markets.
This mutual shareholding is expected to strengthen the joint position of both companies in the high-demand all-inclusive holiday market, particularly targeting Türkiye and Greece. By leveraging each other's established presence—Bentour in German-speaking markets and Nazar Nordic in the Nordic countries—the companies aim to enhance their holiday package offerings and expand market reach more effectively.
The strategic alliance is designed to capitalize on thriving holiday segments, improve offerings, and foster sustainable growth across complementary European markets within the tourism industry. The deal is expected to lead to enhanced collaboration between two experienced operators focused on quality and customer satisfaction, resulting in better, more seamless all-inclusive vacation experiences for travelers.
The potential impact on the tourism industry includes market consolidation that may increase competitive strength against other tour operators by pooling resources and expertise in popular Mediterranean destinations. This consolidation could lead to growth acceleration in the all-inclusive segment, driven by rising demand in Türkiye and Greece, offering travelers more secure and attractive holiday options. Cross-regional synergies may also be realised by combining Nazar Nordic’s Nordic market footprint with Bentour’s presence in German-speaking countries, potentially increasing tourism flows between Northern and Central Europe and Mediterranean destinations.
Vicky Karantzavelou, the author of several articles on our website and the co-founder and Editor-in-Chief of our Media Network, holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She is responsible for the daily operation and financial policy of our Media Network.
David Schelp, the CEO of Markets & Airline at the TUI Group, commented on the strategic significance of the acquisitions, saying, "This mutual shareholding enables both companies to leverage each other's established presence, allowing them to enhance their holiday package offerings and expand market reach more effectively."
The transaction is now effective.
References: [1] TUI Group Press Release, 2023 [2] Bentour Reisen Press Release, 2023 [3] Nazar Nordic Press Release, 2023
The strategic shareholding between TUI Group and Bentour Reisen AG, combined with the reciprocal investment in Nazar Nordic, is expected to bolster the economy of the all-inclusive holiday market, particularly in Türkiye and Greece, which are high-demand destinations. The collaboration between these companies, driven by technology and a focus on quality, aims to provide better, more seamless vacation experiences for travelers, leading to growth and increased market reach.
