First Choice Holidays is a UK budget all-inclusive brand operating under the TUI Group, relaunched as a distinct value label in 2023. Focused on sun-and-sea breaks at affordable prices, First Choice specialises in all-inclusive packages to the Canary Islands, Turkey, Egypt, and the Caribbean. If you want a hassle-free, wallet-friendly break where everything is paid upfront, First Choice is one of the strongest options in the market — with ATOL protection on every package.
First Choice started life as a UK charter holiday company, becoming one of the country’s most recognised package brands through the 1990s and 2000s. After merging with TUI UK, the brand was eventually retired — but it was relaunched in 2023 as TUI’s dedicated budget all-inclusive label, targeting travellers who want the all-inclusive experience without the premium price tag.
First Choice sits firmly at the value end of the market. Properties are typically three and four-star, destinations skew towards the most popular sun spots, and the all-inclusive package format means you know exactly what you’re spending before you travel. It’s particularly strong for families and couples looking for a straightforward, no-surprises holiday.
First Choice concentrates on the most popular all-inclusive sun destinations from the UK, covering a tighter portfolio than TUI but with excellent depth in each region.
The Canary Islands are First Choice’s biggest destination — with resorts across Tenerife, Gran Canaria, Lanzarote, and Fuerteventura. Year-round warm weather and short flight times from most UK airports make the Canaries the default choice for First Choice travellers, especially outside the school-holiday window.
Turkey offers First Choice’s best value for money. Resorts like Antalya, Belek, Marmaris, and Icmeler have a huge range of all-inclusive hotels at very competitive prices, with longer beach seasons and generally lower costs than comparable Spanish or Greek destinations.
Red Sea resorts — primarily Hurghada and Sharm el-Sheikh — are popular First Choice all-inclusive destinations, especially for winter sun travel. Crystal-clear water, reliable sunshine, and rock-bottom all-inclusive pricing make Egypt one of the best-value destinations in the portfolio.
First Choice covers mainland Spain’s main costas and the Balearic Islands, particularly Majorca. These are strong choices for families seeking a reliable European summer break with straightforward flights from most UK airports.
First Choice offers longer-haul all-inclusive options in the Caribbean and Mexico — including Cancun and the Mayan Riviera — for travellers willing to invest a little more for a truly special break.
First Choice’s entire offering is built around the all-inclusive model. If you’re looking for a fully all-inclusive package, this is their core product and where they deliver best value. Meal plans, drinks (including alcohol at most properties), and entertainment are all included in the upfront price.
For those on the tightest budgets, First Choice also features properties that suit bargain holiday seekers and cheap holiday hunters — particularly in Turkey and Egypt where the cost per night is among the lowest available from any mainstream UK operator.
Family packages are a major part of the First Choice offer, with kids’ clubs, family pools, and children’s entertainment programmes standard across most properties.
Late deals with First Choice follow the same pattern as the wider TUI Group — the sharpest discounts appear 4–8 weeks before departure when operators need to clear remaining inventory. Turkey and Egypt consistently offer the deepest last-minute reductions, with genuine last-minute packages sometimes available at 30–40% below the original brochure price.
Early booking deals are also worth watching — First Choice often releases the following summer’s programme in September/October with early-bird pricing and flexible deposit schemes. Booking 9–12 months in advance for popular summer dates in the Canaries or Turkey can secure significantly lower prices than waiting until spring.
Keep an eye on seasonal flash sales, particularly in January (post-Christmas deals for summer travel) and October/November (winter sun clearance).
Yes. All First Choice package holidays are ATOL protected under the TUI UK licence (ATOL number 2524). This means your money is fully protected if the company ceases trading before or during your holiday — you’ll receive a full refund or be repatriated at no extra cost. Always check for the ATOL logo and certificate number when booking.
| Detail | Information |
|---|---|
| Brand Type | Budget all-inclusive, part of TUI Group |
| Best For | Value all-inclusive holidays, families, couples |
| Top Destinations | Canary Islands, Turkey, Egypt, Spain, Caribbean |
| Holiday Types | All-inclusive packages |
| ATOL Protected | Yes (TUI UK ATOL 2524) |
| Late Deals | Best 4–8 weeks before departure; Turkey & Egypt top value |
| Airports | UK-wide departures via TUI network |
First Choice is a separate brand within the TUI Group, relaunched in 2023 as TUI’s dedicated budget all-inclusive label. While the two brands sit under the same parent company and share some infrastructure, First Choice focuses specifically on value all-inclusive packages at a lower price point than the main TUI brand. Both are ATOL protected under the TUI UK licence.
First Choice’s core destinations are the Canary Islands (Tenerife, Gran Canaria, Lanzarote, Fuerteventura), Turkey (Antalya, Belek, Marmaris, Icmeler), Egypt (Hurghada, Sharm el-Sheikh), mainland Spain and Majorca, and the Caribbean including Cancun and Mexico. The portfolio focuses on well-established all-inclusive resort areas rather than more niche or exploratory destinations.
The best late deals with First Choice typically appear 4–8 weeks before the departure date, when operators clear remaining capacity. Turkey and Egypt offer the deepest discounts. January is also excellent for early-bird summer deals, and November/December sees winter sun clearance for Canaries and Egypt. Signing up to First Choice’s email alerts means you see deals as soon as they’re released.
For all-inclusive packages, First Choice consistently ranks among the better-value mainstream operators in the UK. Turkey, Egypt, and the Canary Islands in particular offer competitive pricing with a broad range of three and four-star properties included. The all-inclusive format means your total holiday cost is predictable — making budgeting straightforward compared to self-catering or B&B options where meals and drinks are extra.
