This research project investigates the impact of technology on TUI, a major travel and tourism company. The study explores various themes, including the influence of digital technologies on TUI's development, the modernization of its IT division, and the effects of technology on sales and marketing. It examines the role of online marketing, social media, and customer satisfaction, as well as the implementation of updated applications and reservation systems. The research incorporates data analysis through thematic analysis and visual representations like charts, providing insights into how TUI can leverage technology to enhance its services and customer experiences. The project also references scholarly articles to support its findings and conclusions. Overall, the research highlights the critical role of technology in the travel industry and its potential to improve business operations and customer engagement within TUI.