Accor report: Romania among Europe’s fastest-growing tourism markets through 2036

Romania is expected to become one of Europe’s fastest-growing tourism markets by 2036, according to a new Accor report based on forecasts produced by Tourism Economics. International overnight stays in the country are projected to rise by 82% between 2026 and 2036, compared with a European average of 42%.

The report identified Central and Eastern Europe, the Baltic states, and parts of the Balkans as areas likely to record some of the continent’s strongest tourism growth. Improving transport connections and rising demand for new and more affordable destinations are expected to support the trend.

For Romania, the forecast indicated potential for hotel development beyond Bucharest, including in historic regional cities, mountain and wellness destinations, and resorts along the Black Sea coast.

“For Romania’s hospitality industry, the real opportunity goes beyond attracting more international visitors to creating greater value from every stay,” stated Frank Reul, Accor’s vice president of development for premium, midscale, and economy brands in Eastern Europe, the Balkans, Italy, and Greece.

He said local entrepreneurs and investors were developing hotels, converting existing properties, and considering opportunities in Transylvania’s historic destinations, mountain resorts, spa locations, and on the Black Sea coast.

“The challenge is to turn this potential into sustainable performance,” Reul added. “Growing international demand makes a stronger case for investing in quality, differentiation, and long-term competitiveness.”

Across Europe, demand for tourist accommodation is projected to grow by 32% over the decade, adding more than 1.6 billion overnight stays annually. International accommodation nights are expected to increase by 42%, compared with 24% growth in domestic travel, generating around 1 billion additional international overnight stays each year.

More than three-quarters of international arrivals in Europe are still expected to originate from within the continent in 2036. However, arrivals from emerging European markets are forecast to rise by 52%, compared with 34% from Western European countries.

Long-haul demand is also expected to expand, with arrivals from the Middle East projected to increase by 93% and those from the Asia-Pacific region by 88%. China and South Korea are forecast to record growth of 138% and 121%, respectively.

Inbound visitor spending across Europe is expected to rise from EUR 825 billion in 2026 to more than EUR 1.3 trillion in 2036.