Saturday, 15 March 2025
Romania’s hotel market has reached a new peak, recording over 25 million overnight stays in 2024, the highest level in more than three decades, according to Colliers’ annual report. This growth has been driven by an increase in foreign tourists and strong demand for modern hotels. The country’s international visibility is improving, and its expected accession to the Schengen area in 2025 could further boost tourism. Investments in new hotels and growing interest from international brands continue to strengthen Romania’s position as a market with long-term potential.
Tourism in Romania has outpaced pre-pandemic levels, with overnight stays increasing by 4% compared to 2019, surpassing the EU average growth of less than 2%. While domestic tourism and the leisure sector have been the primary drivers, the number of foreign visitors, despite notable growth in 2024, remains below pre-pandemic peaks.
According to Raluca Buciuc, Director and Partner at Colliers, Romania is gradually closing the gap with more developed tourism markets. The country recorded a 6% increase in overnight stays compared to the previous year, with foreign tourism growing by 13% and domestic tourism by 5%. However, business travel has yet to fully recover, with overnight stays by foreign business travelers still nearly 3% below 2018-2019 levels. Air traffic increased by 5%, and outbound travel spending reached a record high, showing that more Romanians are opting to travel abroad.
Romania has experienced a notable rise in tourism spending over the last decade. Eurostat data indicates that in 2023, business travelers in Romania spent an average of €333 per trip, one of the lowest figures in the EU. This remains well below Hungary (€562) and Poland (€488), yet Romania has recorded the third fastest growth rate in the EU for business travel spending, increasing by 134% between 2013 and 2023, compared to the EU average of 31%.
Colliers’ analysis of 4- and 5-star hotels in Bucharest affiliated with international brands shows that the average daily rate (ADR) surpassed 2019 levels, exceeding €140 per night—a 21% increase in foreign currency and 27% in local currency. Compared to the previous year, ADR grew by 8%, placing Bucharest ahead of capitals such as Warsaw, Budapest, and Vienna in terms of growth dynamics. Revenue per available room (RevPAR) increased by 10% compared to pre-pandemic levels, further indicating the market’s expansion. However, business tourism has not fully recovered, with an average occupancy rate below 70% in the first 10 months of 2024, still short of the 78% recorded in 2018-2019.
According to Buciuc, Romania’s tourism growth, supported by leisure travel and a gradual recovery in business travel, combined with a limited supply of hotels, is making the country increasingly attractive to investors. In 2024, over 400 new rooms were added to the market in international hotels, including Romania’s first 5-star Swissotel in Poiana Brașov. By 2026, approximately 15 new hotels are expected to open, adding more than 2,000 rooms, with brands such as Marriott, Hilton, and Accor expanding their presence. New entrants, including Ascott Hotels (The Crest Collection) and Corinthia, are also set to enter the Bucharest market.
While Romania’s hotel market is still developing compared to other regional markets, its potential for growth continues to attract investors and international operators. The long-term trajectory of the sector will depend on economic stability and continued investment. Across Europe, tourism growth has varied, with southern countries like Italy, Spain, and Greece seeing the highest increases in hotel occupancy and ADR, while Central and Eastern Europe maintains steady expansion. According to Colliers, the luxury and premium hotel segment continues to grow, while mass-market accommodations remain stable.
