TUI MAGIC LIFE’s Groundbreaking Campaign “Like a Vacation, Only Better!” Promises Epic Holiday Experiences Like Never Before

TUI MAGIC LIFE, a leading provider of immersive club holidays, has launched its latest high-impact marketing campaign, “Like a vacation, only better!”, set to make waves in 2026. This exciting new push aims to elevate the brand’s reputation, offering guests unparalleled experiences that go beyond a traditional holiday. Targeted primarily at couples and families in Germany, Austria, and the UK, TUI MAGIC LIFE is promising more fun, more adventure, and more entertainment, all included in the price. With a powerful focus on emotional brand presentation and community spirit, the campaign will run across multiple platforms, setting the stage for an unforgettable year ahead.

A Campaign That Speaks to the Heart: “Like Holidays, But Epic!”

Starting on December 27, 2025, TUI MAGIC LIFE has kicked off its new marketing campaign with the tagline “Like a vacation, only better!” or internationally, “Like holidays, but epic!” This campaign builds on the success of its previous iteration, “Like a holiday, only cooler!”, and ramps up the brand’s emotional connection with its audience. By focusing on the diversity of experiential worlds available at TUI MAGIC LIFE resorts, the campaign seeks to create a stronger bond with the brand’s loyal customers while attracting new ones.

The new slogan is more than just a catchphrase; it encapsulates the core of what TUI MAGIC LIFE stands for – offering guests an extraordinary holiday experience that is packed with excitement, adventure, and unforgettable memories. Through carefully crafted digital content, social media engagement, and targeted out-of-home advertising, TUI MAGIC LIFE is going all-in to make sure their guests experience holidays like never before.

What Does “Like a Vacation, Only Better!” Mean for TUI MAGIC LIFE Guests?

The central theme of TUI MAGIC LIFE’s new campaign is the promise of more than just a holiday. “Like a vacation, only better!” perfectly sums up the experience TUI MAGIC LIFE offers: guests get more out of their holidays. More fun through exclusive activities, more adventure with thrilling on-site experiences, and more entertainment with lively shows, parties, and immersive events that extend well beyond the usual all-inclusive package.

Nils Sarbok, Head of Marketing at TUI MAGIC LIFE, shared, “Our aim is to offer guests not just a holiday, but an extraordinary experience, all included in the price.” This emphasis on extraordinary experiences highlights the brand’s commitment to providing guests with more than they would expect from a traditional resort stay. Guests are invited to explore new destinations, try new activities, and create memories that will last a lifetime, all in one vacation package.

Targeting Couples and Families: The Heart of TUI MAGIC LIFE’s Audience

The focus of this year’s campaign is firmly on couples and families, the core audience for TUI MAGIC LIFE’s offerings. These groups are looking for stress-free, yet thrilling vacations that cater to everyone’s needs. Whether it’s the romantic getaway for couples seeking relaxation and luxury, or the family adventure looking for both entertainment and activities for the children, TUI MAGIC LIFE has designed the “Like a vacation, only better!” experience to be all-encompassing.

Through the strategic use of digital formats and social media clips, TUI MAGIC LIFE intends to further expand its brand awareness and attract travelers who are looking for more meaningful holiday experiences. The campaign also includes influencer activations, with popular influencers in the target markets helping to promote the idea of an epic holiday filled with memorable experiences, relaxation, and adventure.

A Strong Digital and Social Media Presence to Drive Engagement

The success of the campaign will heavily rely on digital formats and social media platforms, where TUI MAGIC LIFE plans to engage with travelers on a more personal level. The campaign has launched across connected TV, social media, and online placements, ensuring a strong digital presence across multiple channels. This allows the brand to connect with a tech-savvy, experience-driven audience, who increasingly rely on online platforms to plan and share their travel experiences.

TUI MAGIC LIFE is using these platforms to highlight the adventurous, luxurious, and inclusive experiences available at their resorts, ensuring that every touchpoint with potential customers showcases the brand’s unique value proposition: an unforgettable vacation with everything included in the price. The campaign’s digital components will engage customers with dynamic content, exclusive deals, and behind-the-scenes looks at the epic experiences guests can expect to encounter.

Expanding Brand Awareness in Core Markets: Germany, Austria, and the UK

The primary goal of this campaign is to significantly increase brand awareness and consideration in the key markets of Germany, Austria, and the UK, where TUI MAGIC LIFE already has a strong presence. These countries are home to a large population of travelers who value high-quality, all-inclusive experiences that cater to every member of the family. By emphasizing the emotional aspect of travel, TUI MAGIC LIFE hopes to attract not just travelers seeking a traditional beach holiday, but those looking for adventure, relaxation, and memories that last a lifetime.

Through the combination of social media influence, targeted digital ads, and influencer partnerships, TUI MAGIC LIFE is set to dominate the holiday travel space for families and couples in these core markets, making it their go-to choice for an epic vacation.

The “Like a Vacation, Only Better!” Campaign Marks the Next Chapter for TUI MAGIC LIFE

As the campaign enters its third iteration, TUI MAGIC LIFE continues to refine and adapt its messaging to resonate with the evolving needs of modern travelers. The previous “Like a holiday, only cooler!” campaign helped to solidify the brand’s position as a leader in the all-inclusive vacation market, but this year’s campaign takes things up a notch. With a heightened focus on experience-driven travel, community spirit, and emotional connections, the brand aims to create an even stronger bond with guests, ensuring that they return year after year.

Nils Sarbok, who became Head of Marketing in October 2025, is leading the charge in this direction, bringing his vast experience in digital marketing to ensure the brand’s vision and campaigns are strategically executed. His leadership, combined with the ongoing success of the “Like a vacation, only cooler!” tagline, sets the stage for TUI MAGIC LIFE’s continued growth and success in the years to come.

What’s Next for TUI MAGIC LIFE?

Looking forward, TUI MAGIC LIFE is poised for continued expansion and evolution as the brand deepens its focus on experiential travel and emotional connections with guests. With the new slogan “Like holidays, but epic!”, the brand is committed to offering its customers an extraordinary vacation—one that they will cherish long after they return home. Expect more innovations, more collaborations, and even more epic experiences as the brand continues to set new standards in the travel industry.

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