Romanians want from a holiday exactly what the country already has in abundance: rest, quiet and scenery. An AHA Moments / Destinația Anului survey of 1,012 respondents shows the hospitality industry has broken the value–price balance — and when people are asked what they would change in domestic tourism, the first answer is how much they pay versus what they get.

In 2025 Romanians spent over €10 billion travelling abroad, according to National Bank data, while receipts from foreign visitors stayed at €5.4 billion. Weak external promotion deepens the gap. Eurostat also puts Romania’s net occupancy rate for hotels on domestic tourism at just 27%, against 57% in Bulgaria and 51% in Greece — destinations Romanians themselves favour.

Affordability remains a barrier: 61% of Romanians aged 16 and over say they cannot afford a week’s holiday, versus 27% in the EU. Falling real incomes over the past two years reversed earlier gains, and tighter holiday-voucher rules plus a smaller benefit left both the industry and part of the public in short-term “withdrawal.”

Asked to picture the ideal Romanian break, people start from a feeling: nature and clean air appear in 30% of free answers, quiet in 20%. On a guided list, relaxation, quiet and spectacular landscapes lead, then comfort and time with loved ones. Sea and mountain run nearly even; with active holidays counted, the mountains take the lead. City breaks rise among graduates.

Home standards have risen — including through the DIY boom during the pandemic — and many guesthouses and restaurants lag what tourists now call decent. Respondents want hygiene, food quality, cleanliness and prices tied to Romanian wages. Price tops the “what would you change” list even among households earning over 9,000 RON, so the complaint is not only from those who cannot afford a trip.

Caroline Fernolend of the Mihai Eminescu Trust notes that in Viscri prices can rise when demand is high, but visitors accept them when quality matches; a circular local economy tries to keep each leu in the community. Sandina Balaban (Destinația Anului) urges destinations to reset the value–price equation, aim for higher occupancy on the Bulgarian model, and say clearly what they offer and why it is worth it.

Iulia Cismaru (AHA Moments) says desire is barely geographic: the public wants a mood, and whoever links that mood to a place first gains an edge. Alin Ușeriu (Via Transilvanica) pitches walking through authentic villages — nature, time with family, stays with local hosts — as an affordable alternative to inflated HORECA bills. Organisers say occupancy could double if the industry prices to real value.

Source: Lecția anului 2026: majoritatea românilor vrea exact ceea ce are România de oferit din punct de vedere turistic, dar industria ospitalității a pierdut echilibrul între valoare și preț — News.ro