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TUI pumps sports into hotel business

The sports-oriented and all-inclusive brand TUI Magic Life is set to open at the tip of Italy’s heel.

TUI Group says it is further expanding its hotel business, this time in its sports-oriented and all-inclusive Magic Life “club” brand, opening the first resort under the name in Italy.

Located at the tip of the ‘Italian boot’, the future TUI Magic Life Calabria will be redesigned in the next few months from its 641 rooms to an as-yet unspecified number, to reopen in May 2019.

The hallmarks of the TUI Magic Life brand are its “numerous all-inclusive services and comprehensive sports and entertainment programme”, the tour operator giant says, as opposed to its new “experience hotel brand” TUI Blue.

Its portfolio includes 13 other clubs in Spain, Greece, North Africa and Turkey. One more new club that will soon be added to the portfolio for this season is the TUI Magic Life Masmavi on the Turkish Riviera.

TUI stresses that “sports enthusiasts in particular will be attracted by the extensive cycling programme, twelve tennis and four volleyball courts and an aquatic sports station”.

Families and couples
The brand targets both families and couples. While children can romp around in the Splashworld waterpark, adults can relax in the “exclusively bookable” Private Lodge area, only for people aged over 16. TUI Magic Life Calabria also benefits from access to a long sandy beach through a natural pine forest.

TUI says that the new club in Calabria is “a further milestone towards delivering TUI Group’s growth roadmap, based on the continuous expansion of its portfolio of own hotel brands”.

This past winter alone, TUI Hotels & Resorts continued its expansion with eight new openings, plus seven more hotels scheduled to follow this summer.

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