TUI Franchise launches roadshow hosted by travel suppliers

TUI Franchise has launched a new event format for its franchisees, “TUI Franchise & Friends – visiting…”. The first roadshow visited Hamburg, Berlin, Duisburg, Hanover, Munich and Stuttgart. Its focus was on product knowledge, current sales topics and face-to-face meetings, hosted directly by suppliers whose products the network sells rather than at a single central venue.

Six stops offering on-site insights

As travel portal Tourexpi reported on 14 October 2026, the new format combines visits to travel suppliers with small-scale travel trade fairs and informal afternoon gatherings. The hosts therefore provided more than just a venue: their working practices and products were themselves part of the programme. This gave each stop on the roadshow a different professional focus.

The decentralised approach differs from a single large partner conference. Rather than bringing everyone together in one place, TUI Franchise opted for six stops in different German cities. At each location, discussions took place where the host companies could explain their products and services. The series thus combined information relevant to travel sales with a first-hand look at the suppliers themselves.

For those interested in Germany’s franchise sector, the way these partner exchanges were organised is particularly relevant. Information came not only from the franchisor’s head office. Suppliers whose products feature in the network’s range also had an opportunity to share their perspectives. Meanwhile, the travel trade fairs and informal gatherings offered different opportunities for conversation alongside the professional programme.

Hamburg and Berlin showcase different travel products

In Hamburg, Mein Schiff and Hapag-Lloyd Cruises hosted the franchisees. At TUI Cruises, participants gained insights into the cruise business and its product ranges. This stop therefore focused on a specific part of the travel offering that agents explain and sell to customers.

In Berlin, Chamäleon Reisen opened its doors. A tour of its premises offered a glimpse of how its experience-led tours are developed and organised. The focus was therefore not just on the finished holiday as a product to sell, but also on the work behind it. These host visits brought different approaches to product education into the same event series.

The two stops illustrate the principle behind the format: a shared framework leaves room for each host’s distinctive strengths. Cruise products in Hamburg and tour development in Berlin provided different points of emphasis. The report also lists Duisburg, Hanover, Munich and Stuttgart as roadshow stops, but does not give details of their hosts or individual programmes.

A shared framework for sales and franchise network topics

Across the different host venues, the “Inside TUI Franchise” session provided a common programme element. The company shared updates on ongoing projects covering the product range and commercial terms, IT innovations, marketing, omnichannel sales and training opportunities. Alongside product knowledge, the agenda therefore addressed topics relevant to collaboration within the franchise network.

This combination brought together several aspects of day-to-day travel agency operations: the offering for customers, technology and sales tools, and franchisee training. Changes in everyday agency work were also discussed. The roadshow was therefore not limited to presenting individual travel products, but linked these with updates on the development of the franchise network.

The report outlines subject areas but does not detail any new commercial terms or name specific IT products. The news is therefore the launch of the event format and its focus, rather than an announced contractual change or a particular technology rollout. The series is also described as an initiative for existing franchisees, not an event to recruit prospective business owners.

Personal interaction as part of working together

The combination of professional knowledge and face-to-face meetings is intended to strengthen collaboration within the franchise network. TUI Franchise translated this aim into several programme elements: host visits provided insights, small-scale travel trade fairs added product information, and informal gatherings created space for personal conversations. The shared franchise update linked the different stops.

For the franchise sector, the roadshow offers a practical example of franchisee support: information from head office is combined with first-hand experience at travel suppliers. Whether this leads to measurable sales improvements cannot be established from the event description. What is clear at this stage is the content and opportunities for interaction that TUI Franchise offered its partners through the new format.

Practical takeaway: When planning or assessing partner events, look at how they combine product knowledge, specific franchise network topics and time for conversation. The TUI roadshow provides an example built around different hosts and a shared professional framework.