Tourism : Study: Over 76% of tourism operators report declining revenues in 2026

  More than three-quarters (76.4%) of tourism operators report declining revenues in 2026, with nearly half of the respondents reporting decreases of over 20%, according to the "White Paper on Romanian Tourism 2026" study launched by IMM Romania."Almost half of the respondents?specifically 49.5%?report decreases of over 20%, while 15.7% record drops of approximately 10%, and 11.2% indicate reductions of around 5%. There are also declines in the number of tourists; following a 3% increase in 2024 (5.78 million tourists) and stagnation in 2025 (5.79 million), the first six months of 2026 saw a 4.1% contraction, with the number of arrivals falling to 5.55 million," according to a statement from IMM Romania .Despite these declines, Romania's national accommodation capacity grew by nearly 30% between 2020 and 2025, reaching over 464,000 bed spaces. However, the research also indicates that territorial development is unbalanced, dominated by Constanta County?which accounts for more than a quarter of the total infrastructure?and by major tourism hubs, namely Brasov and Bucharest.According to the same study, the tourism offerings of domestic operators were heavily concentrated in the mid-price segment (with 37.7% of units charging between 210 and 300 lei), on flexible packages including breakfast (58.82%), and on three major forms of tourism: leisure (46%), business (21.8%), and rural tourism (13.8%).Customer retention remains a major challenge in the tourism industry, given that over 60% of operators report a tourist return rate of no more than 40%, the document states.The Romanian SME study further indicates that the business community favors direct financial incentives and a reduction in the tax burden over long-term institutional measures; this is evidenced by the fact that nearly half of tourism operators (48.1%) view holiday vouchers as the measure with the greatest positive impact, while 17.3% value the positive impact of a reduced VAT rate.Moreover, when asked about the main challenges they face, operators pointed to fiscal instability, rising operational costs, and insufficient public support?factors cited by over 60% of respondents. Operators also identified the expansion of holiday vouchers as a key opportunity for future development.Regarding business financing, the Romanian SME study shows that over 80% of firms rely on self-financing, while external resources?such as bank loans (29.9%) or European funds (accessed by only 27% of operators but used extensively for new equipment and infrastructure)?remain underutilized due to difficulties in accessing them."This year's results clearly show that tourism entrepreneurs need predictability and direct support. We cannot speak of sustainable development as long as three-quarters of companies report declining revenues and the majority rely exclusively on self-financing. It is essential to maintain effective financial incentives, such as holiday vouchers, and to unlock access to European funds for modernization and digitalization. At the same time, events and festivals remain a genuine growth engine for Romanian tourism, attracting visitors, supporting small businesses in host communities, and strengthening the tourism identity of each region?an area where we continue to see remarkable development potential," stated Florin Jianu, President of IMM Romania, as cited in the press release."This year's results clearly show that tourism entrepreneurs need predictability and direct support. We cannot speak of sustainable development as long as three-quarters of companies report declining revenues and the majority rely exclusively on self-financing. It is essential to maintain effective financial incentives, such as holiday vouchers, and to unlock access to European funds for modernization and digitalization. At the same time, events and festivals remain a genuine growth engine for Romanian tourism, attracting visitors, supporting small businesses in host communities, and strengthening the tourism identity of each region?an area where we continue to see remarkable development potential," stated Florin Jianu, President of IMM Romania, as cited in the press release."I believe we need to offer tourists more reasons to visit Romania, to stay longer, and to spend more while here. This means developing better tourism products and services and better capitalizing on segments that have lagged behind. If we want tourism to grow, we must improve our inbound tourism performance and attract more foreign visitors to the country. The solution, in my view, is simple: we need to do a better job of promoting Romania as a destination. One of the steps we are working on is the establishment of a national-level Destination Management Organization (DMO). We aim to have a clear public policy solution selected by the end of the year?covering both the timeline and the governance structure, developed in collaboration with the industry?so that we can begin operationalization in 2027, ensuring a fully operational and efficient national DMO is in place by 2028 and beyond. However, we need coordination: a shared strategy for Romania as a destination, clear rules for local, county, and regional organizations, and a promotional approach with measurable objectives and results," stated Darau.Groupama Romania CEO Calin Matei emphasized the importance of organization and collaboration within the tourism industry."Romanian hospitality has always been driven by passion and individual initiative, yet its true maturity stems from how effectively we organize ourselves as an ecosystem. Those who invest energy and resources into a constantly evolving sector need to know they have reliable partners by their side. Groupama is one such partner?supporting the people who bring Romanian tourism to life with comprehensive insurance solutions and the dose of optimism we all need to enjoy what truly matters. We are, therefore, proud to once again support IMM Romania's initiative to produce the White Paper on Romanian Tourism?a project of immense value to the country's tourism industry," stated Calin Matei.IMM Romania conducted the sixth edition of the "White Paper on Romanian Tourism 2026" study in partnership with Groupama, with the support of the Ministry of Economy, Digitalization, Entrepreneurship, and Tourism.