What Magic Hotels Group does

Magic Hotels Group operates a portfolio of 17 hotels and resorts across Morocco (Marrakech, Larache) and Tunisia (Hammamet, Sousse, Monastir, Tabarka, Djerba, Tozeur), functioning as a wholly-owned subsidiary of TUI AG. The company markets under multiple branded concepts—TUI MAGIC LIFE (animation-led all-inclusive), TUI BLUE (modern adults-focused), TUI SUNEO, SplashWorld (aqua-park led), Holiday Village, and Club Marmara (Francophone)—to address differentiated leisure segments including families, couples, adults-only guests, solo travelers, and French-speaking clientele. Properties range from 4-star family resorts such as Aqua Mirage Marrakech (550 rooms on 20 hectares with aqua park and conference center) to 5-star luxury assets such as The Mora Sahara Tozeur (50 suites and 43 private-pool villas) and Palm Beach Palace Tozeur.

The revenue model is all-inclusive vacation packaging covering accommodation, meals, beverages, entertainment, and activities, supplemented by ancillary streams (spa treatments, premium dining, room service, airport transfers, conferences, weddings) and—effective 2026—paid day-pass access to the Aqua Mirage aqua park for non-hotel guests at MAD 400/240 (adults/children, full day). Distribution operates on two tracks: direct consumer booking via magichotelsandresorts.com with tiered incentives (10–15% off plus à la carte dinner perks for stays of 5+ nights), and TUI AG's global tour operator channel. Customer segments are predominantly European leisure tourists, with secondary demand from corporate groups (conference and event facilities at multiple properties, including a 220-seat Sahara ballroom and a 500-pax conference tent). The technology stack is conventional hotel PMS and online reservation infrastructure with no proprietary AI, APIs, or platform products documented. Operational credentials include ISO 9001 (quality), ISO 22000 (food safety), Travelife Gold (sustainability, renewed 2024–2026), and Green Key (environmental) certifications.

Name

Magic Hotels Group

Website

https://magichotelsandresorts.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Hotels Group operates 17 all-inclusive resorts across Morocco and Tunisia under TUI AG, spanning 4- and 5-star tiers and brands such as TUI MAGIC LIFE, TUI BLUE, SplashWorld, and Club Marmara, targeting European leisure tourists, families, couples, and corporate groups.

Ownership category

akta.pro rank

Product category

Resort Hotels & Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Amusement Parks and Arcades (7131), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury All-Inclusive Resorts (THAGAKAC)

akta.pro secondary industries

Beachfront & Island Luxury Resorts (THAGACAA), Desert Luxury Resorts (THAGACAC), Luxury Wellness & Spa Resorts (THAGACAG), Resort Convention Hotels (THAGALAC), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• All-inclusive resorts
• Hotel management
• Vacation packages
• Hospitality services
• Beach resort operations

Headquarters

HQ city

Marrakech

HQ country

Morocco

HQ region

Africa

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. All-Inclusive Vacation Packages: Primary revenue from all-inclusive hotel stays encompassing accommodation, meals, beverages, entertainment, and activities. Packages vary by property tier from 4-star family resorts to 5-star luxury properties.
2. External Aqua Park Access: Day passes sold to external visitors for aqua park access at Aqua Mirage Marrakech, with day rates (400 MAD adults, 240 MAD children) and half-day rates (250 MAD adults, 150 MAD children), including unlimited drinks and lunch.
3. Ancillary Services: Additional revenue from spa treatments, premium dining experiences, room service, laundry services, airport transfers, and special events (weddings, conferences).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Magic Hotels Group operates a portfolio of 17 all-inclusive hotel and resort properties across Morocco and Tunisia under brand concepts including TUI MAGIC LIFE, TUI BLUE, TUI SUNEO, SplashWorld, and Holiday Village. Offerings include accommodation, meals, beverages, entertainment, aqua parks, spa facilities, sports amenities, and kids clubs, primarily serving European leisure tourists. The company also sells ancillary services such as spa treatments, premium dining, conferences, weddings, and external aqua park day passes.

Product overview

Magic Hotels Group operates a portfolio of 17 hotel properties across Morocco and Tunisia under multiple branded concepts including TUI MAGIC LIFE, TUI BLUE, TUI SUNEO, SplashWorld, and Holiday Village. The portfolio ranges from 4-star family resorts to 5-star luxury properties, featuring All Inclusive accommodations, Aqua Parks, spas, sports facilities, Kids Clubs, conference centers, and diverse dining options. The group is a subsidiary of TUI AG and manages properties in Marrakech, Larache (Morocco), and Hammamet, Sousse, Monastir, Tabarka, Djerba, and Tozeur (Tunisia). Key flagship properties include the luxury The Mora Sahara Tozeur (5-star with villas and desert experiences), Aqua Mirage Marrakech (family resort with aqua park), and TUI BLUE Medina Gardens (adults-only urban resort).

Differentiator

Problem solved

Functional benefit

Brands

• TUI MAGIC LIFE: All-inclusive resort concept with international animation, theme parties, sports and aquatic activities for all ages.
• TUI BLUE
• SplashWorld
• Marmara Club

Products and services

• Aqua Mirage Marrakech A 4-star all-inclusive resort at the foot of the Atlas Mountains in Marrakech, Morocco, with 550 rooms across 20 hectares. Features a giant aqua park, 3 outdoor pools, 6 tennis courts, a football pitch, Kids Club, spa, multiple restaurants and bars, and a conference center. Designed for families and large groups.
• TUI BLUE Medina Gardens A 4-star Adults Only (16+) all-inclusive hotel in the heart of Marrakech with 182 rooms on 2.7 hectares of gardens. Features 2 heated outdoor pools, gym, clay tennis and padel courts, 2 restaurants, 5 bars, wellness center, and conference center. Targets couples and honeymooners seeking a tranquil, child-free stay.
• Lixus Beach Resort A 4-star beachfront resort in Larache, Morocco, situated between eucalyptus forests and the Atlantic Ocean. Features spa, pool, gardens, sports facilities, live entertainment, conference rooms, and multiple dining options. Geared toward leisure travelers seeking a beach-and-nature combination.
• The Mora Sahara Tozeur A 5-star luxury resort in Tozeur, Tunisia, serving as a gateway to the Sahara desert. Offers 50 Deluxe Suites and 43 villas with private pools, three restaurants (Sarab, Mekong, Les nuits berbères), the Pause Spa with hammam, Technogym fitness, kids play room, Sahara adventures, and event space including a 220-seat Sahara Ballroom. Caters to luxury leisure and corporate events.
• Palm Beach Palace Tozeur A 5-star hotel in Tozeur, Tunisia, set in an oasis overlooking the palm grove. Offers Standard Rooms and Junior Suites, multiple restaurants including International Chott and EL DJERID à la carte, outdoor and heated indoor pools, spa with hammam, sauna, and fitness center, plus conference facilities (La Tente 500 pax, Salle Chebbi 100 pax). Targets leisure and conference guests.
• TUI MAGIC LIFE Africana A hotel property in Hammamet, Tunisia, under the TUI MAGIC LIFE concept featuring international animation, all-inclusive formula with themed buffet dining, sports, and aquatic activities. Targets leisure family and group travelers.
• TUI BLUE Manar A hotel property in Hammamet, Tunisia, offering modern rooms and fine cuisine under the TUI BLUE brand concept. Targets couples and adults seeking a contemporary resort experience.
• AQI SplashWorld Venus Beach An all-inclusive hotel in Hammamet, Tunisia, featuring a giant aqua park for adults and a children's aqua park, sports activities, and themed buffet and à la carte restaurants. Targets families and aqua-park enthusiasts.
• TUI BLUE Palm Beach Hammamet A hotel in Hammamet, Tunisia, ideal for family vacations, offering all-inclusive packages under the TUI BLUE brand. Targets families seeking beachfront accommodations.
• TUI SUNEO ROYAL KENZ A hotel in Sousse, Tunisia, offering all-inclusive accommodations with a calm and relaxation atmosphere under the TUI SUNEO brand. Targets leisure travelers seeking tranquil beachfront stays.
• TUI BLUE Scheherazade A hotel in Sousse, Tunisia, under the TUI BLUE brand concept offering modern rooms and fine cuisine. Targets couples and adult leisure travelers.
• HOLIDAY VILLAGE Skanes A holiday village in Monastir, Tunisia, offering joyful vacation experiences with all-inclusive amenities. Targets families and group leisure travelers.
• TUI SUNEO Palm Beach Skanes A hotel in Monastir's Skanes area, Tunisia, under the TUI SUNEO brand concept offering all-inclusive accommodations. Targets leisure travelers seeking relaxed beachfront stays.
• Thabraca Thalasso & Diving A hotel in Tabarka, Tunisia, known for thalasso treatments and diving activities, benefiting from the region's internationally renowned scuba diving sites around the marina. Targets wellness and diving enthusiast travelers.
• TUI MAGIC LIFE Penelope Beach A beachfront hotel in Djerba, Tunisia, under the TUI MAGIC LIFE concept featuring international animation, all-inclusive formula, themed buffet dining, and sports and aquatic activities. Targets families and groups seeking an animated resort experience.
• TUI BLUE Palm Beach Palace Djerba A hotel in Djerba, Tunisia, under the TUI BLUE Palm Beach Palace concept offering modern rooms and fine cuisine. Targets couples and adult leisure travelers.
• Aqua Mirage Aqua Park Day Passes A standalone day-pass offering for external (non-hotel) visitors to the Aqua Mirage Marrakech aqua park, available seasonally with daily and half-day rates including unlimited drinks and lunch. Targets regional families and tourists seeking recreation without overnight stay.

Quantifiable outcome

• Properties recognized with ISO 9001, ISO 22000, Travelife Gold, and Green Key certifications

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sanikel ToursminorChannel Partner/ Reseller/ DistributorExternal partner providing airport transfer services for hotel guests. Contact: [email protected] and [email protected]

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Barceló Hotel Group: Spanish hotel operator with large all-inclusive resort portfolio across Mediterranean and North African destinations. Directly comparable in all-inclusive model, scale, and target European package-tour customer.
• RIU Hotels & Resorts: Spanish all-inclusive hotel chain operating 100+ hotels globally, including multiple properties in Morocco and Tunisia. Closely comparable in scale, all-inclusive model, and North African footprint.
• Iberostar Hotels & Resorts: Spanish hotel group with significant all-inclusive beach resort portfolio, including properties in Morocco and Tunisia. Comparable in multi-segment targeting (family, adults-only, luxury) and Mediterranean positioning.
• Be Live Hotels: Mid-sized all-inclusive resort operator with properties in Tunisia and Morocco. Comparable in scale, all-inclusive family/adult positioning, and overlapping North African destinations.
• Club Med: Global leader in all-inclusive resort packages with a comparable portfolio of family, couples, and luxury properties in Mediterranean and beach destinations. Most directly comparable business model to Magic Hotels' all-inclusive multi-brand approach.

Regional players

• Royal Oasis Hotels & Resort (Tunisia): Tunisian hotel group operating beach resorts in the Mediterranean. Regional competitor with overlapping customer base and all-inclusive offerings in Tunisia.
• Hasdrubal Thalassa & Spa: Tunisian hotel chain operating thalasso/spa resorts in Djerba and other Tunisian destinations. Regional peer with comparable wellness/spa positioning and overlap with Magic Hotels' Tabarka thalasso property.

Broad incumbents

• TUI AG: Parent company and world's largest integrated tourism group. Owns Magic Hotels as a subsidiary and operates a much broader portfolio of tour operators, airlines, and hotels globally; the strategic umbrella under which Magic Hotels operates.
• Hilton All-Inclusive Resorts: Global hospitality incumbent with expanding all-inclusive resort portfolio (including through the Hilton All-Inclusive platform). Larger scale and broader geographic reach than Magic Hotels but overlapping all-inclusive product category.

Others

• Marriott All-Inclusive: Global hospitality leader with growing all-inclusive portfolio via Marriott Bonvoy and post-ALG acquisition. Overlaps in all-inclusive resort category but operates across a much wider portfolio of brands and geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/magic-hotels-and-resorts

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magic Hotels Group