Tourism : Romania's hospitality industry registers third highest growth in EU, primarily driven by price hikes 

Romania's hospitality industry recorded a 19% increase in turnover in the first half of 2025, the third highest growth in the European Union, behind Greece (35%) and Hungary (22%), growth was primarily driven by price hikes, not by a higher number of tourists, according to an analysis by Colliers sent on Tuesday.The rise in accommodation rates has brought Romania in line with more established markets in the CEE region, such as Poland and the Czech Republic, even though the number of overnight stays in hotels has barely increased, by less than 4%, according to Eurostat data. At the same time, Romania attracted only 2.2 million overnight stays by foreign tourists, compared to 72 million in Poland and 6.1 million in Hungary. However, the market is preparing for at least 15 new hotel openings by 2027.In terms of operational performance, Romania's hotel occupancy rate rose 4 percentage points, reaching 65%, a level in line with the Central and Eastern European (CEE) average, which, according to STR data, saw the strongest growth in Europe in the first half of the year, alongside the Nordic countries. In contrast, Western Europe saw increases of less than 2%, and even declines in France and the UK, due to the absence of major events in 2025, unlike 2024, which benefited from the Champions League final in London, Taylor Swift's Eras Tour in the UK and Ireland, and UEFA Euro 2024 in Germany, analysts point out.Meanwhile, the average daily rate (ADR) in Romania rose 8% over the past year, a trend similar to Poland and the Czech Republic, where rates range between EUR 55 and EUR 65.In Bucharest, revenue per available room (RevPAR) reached EUR 78, close to Warsaw and Prague, which average around EUR 80, and only 10% below Vienna, confirming the capital's alignment with major regional markets.However, Colliers analysts caution that this strong growth raises questions about sustainability.According to the consultants, the sector's growth was primarily price-driven rather than demand-driven, and the broader economic context - marked by inflation and new taxes introduced in 2025 - could dampen consumer spending. So far, Romanians have managed to cope with higher prices by relying on savings accumulated over the past 15 years, but consumer confidence has declined significantly in recent quarters, reaching levels similar to the 2009-2010 recession.'Compared to 2019, the net turnover of all hospitality operators in Romania is over 80% higher, more than twice the EU average growth of 34%, according to Eurostat data. Romanians have continued to travel and accept rising prices, and Bucharest has reached room rates comparable to various regional capitals - from Vienna to Warsaw and Prague. This trend has made the 2023-2025 period very strong for hotel operators, but future price increases cannot rely solely on inflation. Growth will need to be fuelled by service diversification, innovation and the use of AI technologies. Cost efficiency, along with maintaining service quality, will be crucial in the more challenging period ahead for the hospitality sector. To maintain momentum, Romania needs to attract more foreign tourists and offer a wider range of reasons to visit. The potential is there, but success depends on investment and a long-term strategy,' said Raluca Buciuc, Director, Partner of Valuation360 and Advisory Services at Colliers.Romania still lags behind its neighbours in attracting international tourists. Over the past decade, the number of overnight stays by international visitors in Romania increased just 23%, while Poland saw a 44% rise and Hungary 26%.This gap highlights the significant potential for developing international tourism and balancing a market currently dominated by domestic travel. In 2025, only 22% of hotel overnight stays in Romania were by foreign tourists, the second lowest share in the EU.To address this imbalance and reduce the gap with other markets, the local industry is entering a new growth phase. After only one major international hotel opening in 2024 - the Ramada by Wyndham in Otopeni, with over 110 rooms - at least 15 new hotels are expected to open between 2025 and 2027. These include the Corinthia Grand Hotel du Boulevard, which opened this year with around 30 rooms, marking the Corinthia brand's entry into the Romanian market.Also notable is Bucharest Unirii Square - Handwritten Collection by Accor, which added 90 rooms to the Bucharest market in spring 2025, becoming the first hotel from this collection in Romania.These investments come as hotel occupancy rates in Bucharest reach levels comparable to post-2000 peaks, and the first half of 2025 already marks the strongest first semester of the past decade, since the INS began publishing county-level statistics.Colliers is one of the global leaders in real estate consultancy and investment management services, with annual revenues of nearly USD 5 billion, a team of 24,000 professionals and over USD 100 billion in assets under management.