Destination Management Organisations (DMOs) are essential tools for building a unified policy for promoting Romania as a tourist destination, aligning it with European standards and new global trends, representatives of the Federation of the Romanian Hotel Industry (FIHR) believe.
'Romania has all the resources needed to become a top European tourist destination and the current global context is more favourable than ever. International tourism trends indicate a clear shift in paradigm: tourists are seeking authentic experiences, less crowded destinations, genuine human connections, wellness, sustainability and a sense of belonging to a place. Romania naturally meets these expectations but, in order to turn potential into concrete results, a coherent, professional strategy sustained over the medium and long term is needed. Global analyses of tourism in 2026 show that the future of the industry will be defined by personalised experiences, meaningful travel, integration of local culture, a balance between technology and the human element, as well as a genuine commitment to sustainability. More and more tourists are choosing destinations that offer authenticity, emotion and a positive impact on local communities. Romania has exactly these strengths: living cultural heritage, diverse nature, spa resources unique at European level, local gastronomy and recognised hospitality,' FIHR says in a press release sent to AGERPRES on Thursday.
Federation representatives warn that the lack of a coherent national structure for destination promotion and management limits Romania's ability to compete effectively on the European market.
According to specialists, external promotion is currently carried out in a fragmented manner, mainly through the efforts of employers' organisations, NGOs and private operators, while neighbouring states are investing strategically in nation branding, integrated marketing and professional tourism governance.
In FIHR's view, for Romania, putting the National DMO into operation would allow the connection of spa, cultural and natural destinations into a coherent offer, the development of thematic routes and experiential products, the attraction of tourists interested in wellness, slow travel and cultural tourism, as well as the involvement of the diaspora and the business environment in source markets such as Germany, the United Kingdom, Israel, Italy and Spain. At the same time, it would create the necessary framework for promoting Romania as a lesser-known destination, in line with the global trend towards dispersing tourist flows and avoiding overcrowding.
FIHR also underlines that it actively promoted this vision in 2025 through active involvement in consultative dialogue with the Ministry of Economy, Digitalisation, Entrepreneurship and Tourism (MEDAT), as well as at the seven international tourism fairs it attended under the concept 'Romania - Trending, Vibrant & Authentic.'
Official data from the first ten months of this year show that overnight stays by foreign tourists increased by around 7% compared with the previous year and that the Romanian hotel market has 70 new projects in preparation, which will add almost 9,000 rooms over the next five years.
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