Romania ranks among the fastest-growing hospitality markets in Europe

The second edition of INVEST Summit 2025 brought together in Bucharest investors, operators, senior representatives of leading international hotel brands, alongside public officials and providers of hospitality solutions. The event took place in a context marked by fiscal pressure and rising operational costs. Even so, global investors and operators present at the summit confirmed that Romania remains one of the most promising hospitality markets in Europe.

The summit opened with an intervention by Radu-Dinel Miruță, Minister of Economy, Digitalization, Entrepreneurship and Tourism, who addressed directly the topic of taxation and the pace of reforms:
“I have two announcements, one good and one less encouraging. The good news is that no new taxes will be introduced in the near future. The less encouraging one refers to the speed at which the government manages to collect taxes and reduce public spending. Another positive point for the tourism sector is that VAT has not been increased. This increase remains under review. Our understanding with the Ministry of Finance is that by the end of the year it will present the figures, and based on those we will decide whether the VAT rate in tourism will remain the same. I hope it does, and I will do everything I can to maintain it.”

The event was structured around topics shaping the future of the industry: smart and sustainable hotel investments, digitalization, workforce development, professional training, and education in the era of artificial intelligence.
One of the most anticipated moments of the summit was the keynote of Paul Dubrule, co-founder of Accor, the largest hotel group in Europe, followed by a conversation with Philippe Bijaoui, Chief Development Officer Europe & North Africa Premium, Midscale, Economy. Bijaoui presented the growth trajectory of Accor’s portfolio in Romania after nearly 30 years of local presence:
“Today we operate 24 hotels and have nearly 36 in the pipeline. This means that the number of Accor hotels in Romania should grow from 24 to 60 over the next 3–4 years, depending on the pace of construction. Our mission is to continue this expansion.”
He also emphasized why Romania is strategically important:
“There are areas in Romania where we are not yet present or where we should be, and demand already exists. Romania has all the necessary ingredients for growth. It is a large country, with 20 million active people who value education, and that is remarkable compared to other markets in the region. The country’s economic progress, which it has built independently, has made development possible for our group and others as well.”

Regarding the success of Accor’s expansion, Dubrule added:
“I remember my first visits to Romania many years ago. There is a passion and a drive to make things happen here, something we do not find elsewhere. This is the reason we succeeded in Romania, and it has been extraordinary.”

Vassilis Themelidis, Regional Director South & East Europe, Wyndham Hotels & Resorts, also confirmed the strong evolution of the local market:
“We are pleased to be here at INVEST Summit 2025, in a market growing rapidly. Over the last 4–5 years, we have seen strong momentum. We already have 16 Wyndham hotels in the country. Romania has significant potential, but we need to promote it internationally and highlight its culture, gastronomy, and winter resorts.”

Another key pillar of the summit was the hospitality workforce. In a panel moderated by Professor Ray Iunius, Simona Constantinescu, President of FIHR, highlighted ongoing changes in the sector. She stated that 7 out of 10 jobs of the future will require skills already developed in hospitality education and training, confirming the industry’s role as a platform for future professionals. She also drew attention to the urgent need for universities to adapt to new generations and to the impact of AI in learning. Although numerous training programmes are funded publicly, the limited interest from companies points to the need for a mindset shift. She explained that a young person needs 2–2.5 years to decide whether to stay in the industry, a timeline that forces companies to create clear and predictable career paths.

These conclusions were reinforced by Professor Mihai Ghigiu, Head of the Education Committee in the Romanian Parliament, and Professor Achim Schmitt, Dean of EHL Business School.

The discussions throughout the two days outlined key trends shaping the future of the industry. Sustainability, digitalization and innovation were seen as essential elements that will determine the sector’s growth. From the transformation of the customer journey to intelligent renovation strategies, the dialogue emphasized how investments are increasingly aligned with the real needs of owners and guests.
Another strong message was the need for Romania to become more visible internationally, with a clearer and more compelling positioning, to attract both tourists and business investments.
Market analyses presented during the CEE Hospitality Outlook session highlighted Romania’s strong performance, with RevPAR (Revenue per Available Room) growth driven by ADR (Average Daily Rate) and rising demand, despite limited liquidity. The concluding message was that Romania has significant potential, but its real growth will depend on investors moving from asset preservation to active decisions such as new investments, modernization, repositioning, or partnerships capable of unlocking opportunities.

About winsed.swiss
The organiser of INVEST Summit, winsed.swiss, is active in hospitality and education, offering integrated solutions for professionals across these industries and covering the entire journey from idea to implementation: from recruitment to training and qualifications, from operational consultancy to hotel management. Its international team of experts, consultants, academics, and entrepreneurs supports the development of a sector undergoing profound transformation.

The 2025 edition of INVEST Summit gathered nearly 250 participants and 60 international speakers, reinforcing its role as a platform for strategic dialogue, market analysis, and the initiation of new hospitality and investment projects. More details are available at: https://inv-est.eu/