Published on
January 2, 2026

TUI Magic Life has launched a new phase of its successful “Like Holidays, But Epic!” campaign, a move designed to elevate the brand’s appeal among couples and families. This campaign, which began on 27 December, builds on its previous versions by emphasizing unique experiences and emotional connections with its guests. The core objective is to position TUI Magic Life as more than just a vacation provider, but as a gateway to extraordinary, unforgettable experiences.

This new phase of the campaign is centered on creating memorable, immersive experiences for travelers. By focusing on the variety of activities and the sense of community within its resorts, TUI Magic Life aims to strengthen its presence in key markets, including Germany, Austria, and the United Kingdom. The campaign seeks to promote a deeper emotional connection with its target audiences, who are looking for more than a typical holiday. TUI Magic Life’s goal is to offer holidays that are not just about relaxation, but about fun, adventure, and entertainment, all while creating lasting memories.

The campaign will roll out in two phases, each tailored to the specific needs of families and couples. Digital platforms, social media, influencer partnerships, and out-of-home placements will all play an integral role in ensuring the campaign reaches its desired audience. With this new phase of “Like Holidays, But Epic!” TUI Magic Life is positioning itself as the go-to brand for those seeking the ultimate club holiday experience, blending fun, relaxation, and exceptional service all in one.

TUI MAGIC LIFE: Evolution of an All‑Inclusive Holiday Leader

TUI MAGIC LIFE has been positioned as a leading all‑inclusive club holiday brand within the TUI Group portfolio, offering guests a comprehensive range of services, activities and amenities included in the holiday price. The brand’s resorts are typically situated in beachside locations across multiple countries, providing easy access to sun, sea and sporting pursuits. These clubs have been known to offer a broad spectrum of culinary choices, inclusive beverage packages and extensive entertainment agendas to suit a diverse set of travellers including couples, solo visitors, friends and families.

Traditionally, TUI MAGIC LIFE has been recognised for providing a premium holiday experience that blends resort comfort with an energetic social environment. This all‑inclusive model has been shown to appeal to holidaymakers who prefer simplicity and value, as it consolidates accommodation, dining, activities and entertainment into one comprehensive offer. In recent years, this proposition has been enhanced with a deeper focus on experiential elements, acknowledging that travellers are increasingly seeking more than just rest and relaxation — they are looking for memorable activities, immersive cultural experiences and opportunities to bond with loved ones.

Campaign Genesis: Reinforcing Brand Identity Through “Like Holidays, But Epic!”

The “Like Holidays, But Epic!” campaign was initially introduced as part of TUI MAGIC LIFE’s broader branding initiatives. The cornerstone of this campaign has been an emphasis on creating emotional appeal by highlighting the extraordinary nature of the TUI MAGIC LIFE holiday experience. The campaign underscores the diversity of activities, entertainment and communal engagement available at the brand’s resorts, signalling a shift from conventional holiday marketing toward a more vibrant, experience‑centred narrative.

At its core, this campaign has been structured to communicate that a TUI MAGIC LIFE holiday is not merely a break from routine, but an epic journey filled with moments that resonate long after the trip has ended. The campaign’s messaging has been carefully developed to encapsulate the essence of adventure, community and connection, with an overarching promise that guests will enjoy more than just a typical holiday. This experience‑first focus has been cultivated to appeal to a broad category of travellers who value emotional engagement, memorable activities and the sense of togetherness fostered at TUI MAGIC LIFE clubs.

Strategic Focus and Key Markets: Germany, Austria and the UK

The latest phase of the campaign has been intentionally directed at core European markets that have historically been vital to TUI MAGIC LIFE’s success. These markets — Germany, Austria and the United Kingdom — have been identified as strategic regions where demand for all‑inclusive club holidays is especially strong. The refreshed campaign has been tailored to deepen brand resonance within these target audiences by aligning promotional efforts with local preferences and travel patterns.

The emphasis on these markets reflects an understanding of regional travel behaviours and a recognition of the value those travellers place on inclusive, high‑quality holiday experiences that balance relaxation with active engagement. By framing the campaign around experiences that go beyond the standard club holiday framework, TUI MAGIC LIFE has sought to cultivate a stronger brand identity that speaks directly to the values and desires of these audiences.

Phased Campaign Rollout: Engaging Couples and Families

A distinguishing feature of the new campaign phase has been its phased rollout, which has been used to address specific audience segments within the broader travel market. Couples and families have been identified as two pivotal segments, each with unique holiday expectations and motivations. The strategic decision to divide the campaign into focused phases has been driven by the need to deliver messaging that resonates with each group’s distinct travel preferences.

For couples, the emphasis has been placed on romance, adventure and shared moments that allow partners to reconnect and enjoy experiences designed especially for two. For families, the campaign has been tailored to highlight activities, entertainment and amenities that accommodate different age groups, ensuring that every family member can enjoy an engaging and memorable holiday journey. This nuanced, segment‑specific approach has been utilised to enhance relevance and increase engagement with both existing and potential guests.

Multi‑Channel Approach: Digital, Social Media and Beyond

The deployment of the campaign across multiple media platforms has been central to its strategy. Digital formats, connected TV placements and social media channels have been employed to ensure broad visibility and engagement among target audiences. These channels have allowed TUI MAGIC LIFE to present immersive and interactive content that aligns with the experiential nature of the “Like Holidays, But Epic!” campaign.

Influencer activations have also been incorporated as part of the promotional mix. Collaborations with travel influencers and social media personalities have been used to extend the campaign’s reach, particularly among digitally active travellers who rely on online reviews, recommendations and visual storytelling to inform their travel decisions. This integration of influencer marketing has helped create authentic, relatable content that reinforces the campaign’s core messages.

Future Outlook: Sustaining Momentum and Brand Engagement

As the campaign continues into 2026, TUI MAGIC LIFE has been positioned to maintain momentum by further amplifying its experiential messaging and strengthening its connections with travellers seeking all‑inclusive holiday experiences that transcend traditional resort stays. The focus on emotional and community‑driven travel has been instrumental in distinguishing the brand within an increasingly competitive tourism sector.

The continuous refinement of the “Like Holidays, But Epic!” campaign reflects a broader industry trend that prioritises experience and emotional engagement over generic travel promises. As holidaymakers seek more meaningful and memorable travel experiences, the strategic evolution of TUI MAGIC LIFE’s marketing efforts has been adapted to meet these changing expectations all while reinforcing the brand’s longstanding reputation for quality, inclusivity and enjoyment.

Conclusion: Redefining All‑Inclusive with Epic Holiday Experiences

The introduction of the new campaign phase by TUI MAGIC LIFE has been recognised as a major development in the realm of club holidays and all‑inclusive travel experiences. With a strong focus on immersive experiences, emotional branding and multi‑channel engagement, this initiative has not only reinforced TUI MAGIC LIFE’s position within key European markets but has also redefined expectations for what contemporary all‑inclusive holidays can provide. By targeting couples and families with tailored messaging and utilising a diverse array of media platforms, the campaign has been poised to resonate with modern travellers who value connection, adventure and unforgettable moments.