After a year marked by solid growth and visible changes in consumer behavior, the Romanian tourism market is entering a new phase of maturity. Early booking practices, a growing preference for complete travel packages, and an increasing demand for predictability are reshaping the relationship between travelers, travel agencies, and tour operators.
In this interview, Lucian Bădîrcea, CEO of IRI Travel, analyzes the company’s performance in 2025, explains the trends that have redefined the market, and outlines the main strategic directions for the 2026 tourism season—offering valuable insights into how one of Romania’s leading tour operators views the future of travel in the region.
Looking at the big picture, how did the 2025 tourism year look for IRI Travel, and what did it mean beyond the numbers?
2025 was undoubtedly an excellent year for IRI Travel, perhaps the best in recent years. It was a year of validation—the year when the strategies developed and implemented over the past few years were fully confirmed. We recorded a 38% increase in sales and a 32% growth in the total number of tourists. Beyond these figures, however, what truly stood out was the change in the behavior of Romanian travelers.
We are seeing a more mature, better-informed consumer who pays greater attention to details and is much more focused on achieving the right balance between price and quality. Tourists are planning their holidays earlier, choosing complete packages, and looking for predictability. Traditional destinations—Bulgaria, Romania, Greece, and Turkey—performed very well, while Spain saw unexpectedly high demand, a clear sign that the Romanian market remains open and dynamic.
What were the key trends that truly defined Romanian tourism in 2025?
The most visible and relevant trend was undoubtedly the surge in Early Booking reservations. Between September and November, we recorded a 60% increase in early bookings compared to the same period of the previous year. This shows that Romanians have clearly understood the advantages of planning ahead. It is no longer just about better prices, but also about access to the most sought-after hotels, preferred room types, and well-structured travel packages.
At the same time, we witnessed a spectacular growth in exotic holidays, with an increase of 35%. Destinations such as the Maldives, Thailand, Mauritius, Punta Cana, and Bali have become natural choices for a growing number of Romanian travelers. Tourism behavior has also diversified: domestic city breaks, spa and wellness stays, autumn holidays, and trips booked specifically for holiday periods. In this context, tourists are seeking safety, clarity, and transparency, and travel agencies are once again becoming reference points, as they offer complete packages and eliminate uncertainty.
Travel agencies seem to have regained a central role. How does this look from a tour operator’s perspective?
This is an extremely important development. In an increasingly complex market, travel agencies are no longer just sales channels; they have become true vacation advisors. IRI Travel’s partner agencies are the ones who explain, compare, filter, and recommend, adapting offers to the real needs of clients.
For the mature Romanian traveler, safety is essential. And safety comes from working with agencies that know the product, can provide fast solutions in unexpected situations, and build long-term relationships with their clients. From this perspective, the partnership between tour operators and travel agencies is one of the key success factors for both 2025 and, certainly, 2026.
This year you ran a large-scale promotional campaign. What did it mean for the market?
It was the most ambitious campaign in IRI Travel’s history. We managed to integrate Black Friday, the Online Tourism Fair, and Early Booking into a single, coherent, long-term mechanism. This allowed us to offer discounts of up to 70%, valid for stays between May and October 2026.
The campaign ran over an extended period and included 3-, 4-, and 5-star hotels in Romania, Bulgaria, Greece, Turkey, as well as mountain resorts. It also introduced the concept of “Double Benefit Vacation,” which includes vouchers, free upgrades, included transfers, or bonus excursions—a model that was very well received by both tourists and partner agencies.
How did the Romanian seaside evolve in 2025, and what changes are visible?
The Romanian seaside continues to develop, and the southern coast—Saturn, Venus, Jupiter, Neptun, and Olimp—is clearly one of the most dynamic areas. The difference between hoteliers who consistently invest and those who do not has become increasingly visible, and the market is beginning to reward investment and vision.
The “All Inclusive Beach” concept, implemented especially in Olimp but also in other resorts, has had a very strong impact. Private beaches, included services, bars, and integrated facilities have completely transformed the tourist experience. Currently, there are 55 all-inclusive hotels on the Romanian coast. In the 2025 season, the average length of stay was five nights, and four-star hotels were the most sought-after. As for prices, public perception does not always reflect reality: in Mamaia and Eforie, for example, restaurant prices are often lower than those in Bucharest.
The Bulgarian seaside remains an important reference point. How do you see the relationship between the two markets?
We are not talking about direct competition, but rather complementary destinations. The entire Black Sea region is in a growth phase. Romania is investing, modernizing its beaches, and attracting international hotel chains, while Bulgaria benefits from a strong track record in the all-inclusive segment, especially in Albena, Golden Sands, and Sunny Beach.
IRI Travel is the main partner for Albena in Romania, and for 2026 we are preparing info trips, roadshows, and dedicated Early Booking offers in close collaboration with partner agencies, which play an essential role in promoting these destinations correctly.
What are currently the preferred destinations for Romanian tourists?
Greece remains the undisputed leader, with a 40% increase. Turkey grew by 30%, Bulgaria by 20%, and Romania by 5–10%. Spain entered the market very strongly in its first year.
On the Romanian coast, Mamaia, Eforie Nord, and the southern resorts are the most popular. In Bulgaria, Albena, Golden Sands, and Sunny Beach dominate. In Greece, Halkidiki, Thassos, Santorini, and Crete are top destinations, while in Turkey, Antalya, Kuşadası, and Bodrum remain favorites. In Spain, Costa Brava and Mallorca are emerging as reference destinations for Romanian tourists.
How do you anticipate the evolution of the 2026 tourism year?
2026 will be the year of predictability and the maturity of the Romanian tourist. Romanians will continue to book in advance, and Early Booking will become a standard practice. We expect at least a 20–25% increase in early reservations.
The Romanian seaside, especially in the south, will continue to strengthen. Spain and Egypt will see accelerated growth, and the exotic destinations segment will double. At the same time, we are observing the emergence of an interesting concept: “urban all-inclusive”—city hotels offering integrated services and a complete experience.
There is increasing discussion about potential price increases in tourism in 2026. From your perspective, will prices rise, or is the market already stabilized by existing contracts?
This is a legitimate and very timely question. In reality, a large part of the prices for 2026 are already set, negotiated, and launched on the market, especially through travel agencies and tour operators. Contracts with hoteliers and external partners are concluded well in advance, providing stability and predictability for both the industry and tourists.
It is true that there are general cost pressures—energy, wages, services—but these are largely absorbed through volume, planning, and operational efficiency. We do not expect sudden or uncontrolled price increases. On the contrary, for those who book early through Early Booking, prices are not only stable but often more advantageous than in previous years. Travel agencies play a crucial role here, as they provide access to negotiated rates and protect end customers from last-minute fluctuations.
Bulgaria is one of the key destinations for Romanian tourists. Could the adoption of the euro from January 1 influence accommodation rates and overall prices?
The adoption of the euro is certainly a sensitive and widely discussed topic. Based on the experience of other markets, a currency change does not automatically lead to significant price increases in tourism, at least not for packages contracted through agencies.
In Bulgaria’s case, a large portion of hotel rates for the 2026 season are already set in euros and negotiated well in advance, especially for all-inclusive products in Albena, Golden Sands, and Sunny Beach. Therefore, we are not talking about automatic price increases caused by currency conversion. Some local services or individual consumption outside packages may see marginal adjustments, but these will not significantly affect travel packages sold through agencies.
For Romanian tourists, Bulgaria remains extremely competitive in terms of value for money, and collaboration between tour operators and partner agencies continues to ensure stability and transparency.
Looking ahead, what are the main forecasts for the Romanian tourism market in 2026, both domestically and internationally?
In 2026, we will see a clear continuation of the trends already outlined. Domestically, the Romanian seaside—especially the southern area—will continue to grow and professionalize. Hotels that invest in services, modern concepts, and all-inclusive offerings will gain ground, and differentiation between accommodation units will become increasingly visible. Spa tourism and domestic city breaks will also show steady growth, driven by the need for short but high-quality escapes.
Internationally, Bulgaria and Greece will remain the main summer destinations for Romanians, followed by Turkey, while Spain and Egypt will continue to grow rapidly. The exotic segment will expand significantly and become a normal option for a broader audience.
From a behavioral perspective, Romanian tourists will be more organized, will book earlier, compare more carefully, and place greater emphasis on safety, services, and experience. Travel agencies will increasingly be perceived as trusted partners rather than mere intermediaries, and complete, negotiated, and guaranteed packages will become the market standard.
Overall, 2026 is shaping up to be a year of maturity, balance, and informed decisions in a market that has learned to adapt and grow sustainably.
Exotic destinations seem to have become a permanent part of Romanian travel habits. What does the 2026 offer look like?
Affordable pricing has radically changed perceptions. Romanians are seeking premium experiences and are willing to travel farther for very high-quality services. Travel agencies play an essential role in configuring and explaining these complex packages.
What role do technology and artificial intelligence play in this new tourism landscape?
A decisive one. Artificial intelligence enables offer personalization, smart marketing, permanent virtual assistance, and predictive analytics. At IRI Travel, we have invested heavily in digitalization and automation because the future of tourism lies in the combination of technology, sustainability, and strong partnerships.
You mentioned sustainable tourism. How does this concept translate into practice?
We promote eco-friendly hotels, support local communities, encourage low-emission transport, and develop packages with a cultural component. Tourists are increasingly interested in eco-friendly options, and the theme of World Tourism Day 2025—“Tourism and Sustainable Transformation”—has encouraged us to accelerate these initiatives.
What is your end-of-year message? What should we expect from 2026?
Romanians are returning to early planning, and Early Booking remains the safest solution. 2026 will be the year of diversification: a stronger Romanian seaside, especially for accommodation structures offering excellent value for money, strong promotion, and collaboration with travel agencies; a growing Mediterranean market; and rapidly expanding exotic destinations.
For IRI Travel, tourism is not just an industry—it is a mission: to create memorable, responsible, and accessible holidays together with partner agencies, hoteliers, and local communities.
Conclusion – BusinessCatalog.eu
Beyond figures and destinations, the message for 2026 is one of balance and informed decision-making. Romanian travelers are becoming more organized, more value-oriented, and more open to well-structured experiences, while travel agencies continue to strengthen their role as trusted partners.
For IRI Travel, this stage represents strategic continuity, sustained investment in digitalization and sustainability, and increasingly close collaboration with agencies and hoteliers—within a tourism market that is maturing and growing in a healthy, sustainable way.
About IRI Travel
IRI Travel is one of Romania’s leading travel agencies, with nearly 20 years of experience on the market and strong partnerships with international hotels and tour operators. The company offers complete travel packages for the Romanian seaside, Bulgaria, Greece, Turkey, Spain, as well as circuits, city breaks, and themed holidays, and is recognized for its professionalism, diversity of offers, and competitive pricing.
