First Choice is a travel company and trading name of TUI UK Limited. Originally established in 1973 as a charter airline (Air 2000), it evolved into a major tour operator. After its merger with Thomson Travel Group in 2007, the parent company became TUI Group. The First Choice brand has since been repositioned to focus exclusively on all-inclusive holidays, aiming to provide customers with hassle-free and value-for-money vacation packages to destinations worldwide.