TUI is the largest integrated tourism group in Europe, lagging far behind its competitors with a turnover of about € 21,866 million and 70,200 employees in 2008. One of the unmatchable entrepreneurial landmarks of TUI is its continuous structural progress and upgrading services offered to worldwide customers. Contrary to its rivalry, TUI is very successful in both the tourism and shipping divisions because of its advanced attractive products and services as well as the expansion of new and strong brands. However, the performance of TUI has been affected badly due to ongoing war against terrorism, natural calamities, global recession and lack of customer confidence. Prior to 9/11, TUI had more dynamic growth from 1995 to 2001. Post 9/11 effects, really restricted the TUI’s expansion strategy especially in various countries of Asia. Since China is an emerging market, therefore TUI had planned a broad strategy but war in Afghanistan and its further effects in Pakistan, kept TUI to hold up its TUI China brand till 2006. In such political and military situations, ABC Tourism Company decided to launch its new branch in Greece instead of Asia. Before deciding about the Greece, ABC planned the following strategy.
Greece is one of the leading tourism countries in Europe due to its quality of life, mild climate, low crime, comparatively low cost of living, competitive construction rates, and recreation facilities.
TUI is the largest and No.1 Tourism Company in Europe and looking for to enhance its business horizon up to Greece which has been remained an attractive place for tourists throughout the history. Almost 16 million tourists visit this country each year. And it has a contribution of about 15% to the national GDP. Greece tourism industry is so stable and confident in its economic strength and potential that has spent huge money on its tourist attraction highlights like large scale