page_title: First Choice (UK)
section_title: Operations
hierarchical_section_title: First Choice (UK) / Operations
caption_attribution_description: English: First Choice's Holiday Village in Tenerife on the coast. The hotel is owned by TUI AG.
context_page_description: First Choice Holidays Limited is a UK-based online travel agency and tour operator, headquartered in Luton, England. It is a subsidiary of TUI UK, itself a subsidiary of TUI AG, and its holidays are sold in TUI stores and websites. The package holiday provider also runs own brand hotels.
  First Choice Holidays previously traded as a subsidiary of First Choice Group plc until its merger with TUI Travel plc in 2007. The company was then revived as a brand in 2011 under the TUI AG brand umberella.
caption: Landmar Costa Los Gigantes on the Canary Islands, Spain
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