Key points:
More Romanians took vacations in 2023: The percentage of Romanians who reported going on vacation in 2023 increased slightly compared to 2022 (80% in 2023 vs. 77% in 2022).
Shorter vacations are more popular: There was an increase in the number of Romanians who took shorter vacations of 1-3 nights in 2023, rather than longer vacations of 4 or more nights.
Not everyone had a vacation: 20% of Romanians did not take a vacation in the past year, especially those over 65, those living in rural areas, or those with low incomes.
Nature and beach vacations remain popular: Romanians continue to prefer spending their vacations in nature (42%) or at the beach (32%).
City breaks are on the rise: There was a significant increase in the number of Romanians taking city breaks in 2023.
Religious and culinary tourism are growing in popularity: There were also slight increases in the popularity of religious tourism and culinary and wine tourism.
Romanians are satisfied with vacations in Romania: 6 out of 10 Romanians would "definitely" recommend vacations in Romania.
Perceived value for money has decreased: However, the perceived value for money of vacations in Romania has decreased (48% said their vacation was worth the money in 2023 vs. 53% in 2022).
Romanians are planning their vacations themselves: Romanians are increasingly planning their vacations themselves, either by phone or online.
Spontaneity is increasing: There is a growing trend of Romanians making spontaneous travel and accommodation choices.
Tourism competitions are gaining importance: 37% of respondents said that tourism competition awards are important to them when choosing a vacation destination.
Overall, the study shows that while more Romanians are taking vacations, they are opting for shorter and more affordable trips. They are also increasingly interested in city breaks, religious tourism, and culinary and wine tourism. Despite some concerns about value for money, Romanians remain satisfied with vacations in their own country.
Implications for brands in tourism industry
Focus on shorter trips and affordability:
Cater to the growing demand for shorter vacations (1-3 nights) by offering targeted packages or deals. This could include weekend getaways, city breaks with bundled activities, or special promotions for mid-week stays.
Develop budget-friendly options to attract those with lower incomes. This might involve offering discounts for certain demographics or highlighting cost-effective experiences like camping or exploring free attractions.
Highlight nature, beach, and city experiences:
Promote experiences that align with the top vacation preferences: nature, beach, and city breaks. This could involve nature retreats, promoting beachside locations with unique features, or creating curated city break itineraries.
Promote alternative tourism options:
Capitalize on the increasing interest in religious tourism, culinary tourism, and wine tourism by offering specialized packages or highlighting destinations with these offerings. Partner with local businesses like wineries or religious sites to create bundled experiences.
Emphasize value for money:
Address the decline in perceived value for money by ensuring prices are competitive and transparent. Highlight the unique features and benefits of your offerings to justify the cost.
Target online and mobile booking:
Adapt to the trend of Romanians planning vacations online or by phone. Ensure your brand has a user-friendly website with clear booking options and a strong presence on mobile platforms.
Embrace spontaneity:
Cater to the growing trend of spontaneous travel by offering last-minute deals and flexible booking options. Utilize social media marketing to promote these spontaneous offers.
Leverage tourism competitions:
Pay attention to tourism competitions and awards, and consider incorporating these recognitions into your marketing strategies. Winning awards can add credibility and attract tourists who value such accolades.
Prioritize customer service:
The study shows that good customer service is a key factor influencing recommendations for vacations in Romania. Train staff to provide excellent service and ensure a positive overall experience.
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