TUI Opens New Digital Hub in Portugal

TUI Group has consolidated its digital activities in Portugal by opening a new tech center in Porto.

Europe's largest holiday package tour operator continues to lean into an ambitious digital transformation, with the center set to focus on developing mobile apps, payment systems, and using artificial intelligence across both TUI's customer-facing and internal services.

In 2017, TUI partnered with IT service provider COCUS to create a Software Development Hub in Portugal. After five years of collaboration, they recently agreed to integrate this software hub into TUI's organization as a 'Digital Hub.'

TUI already has tech teams in Poland and India, with the new Porto center adding 150 more tech specialists to its workforce, with plans to grow the Porto team to 200 by the end of 2024.

Portugal is a popular destination for TUI travelers, according to TUI's CEO, Sebastian Ebel, who said the development "strengthens its position in the country." Ebel has laid out his intent for TUI's app to become a one-stop shop for travel.

In a previous interview with Skift, Peter Ulwahn, CEO of TUI Musement, the group's tours and activities division, commented on the company's digital transformation, stating," We were offline before. Now we are transforming the company, and we really want to compete with the other OTA players in the space when it comes to technology."