As European travel markets continue to stabilise and evolve after several years of rapid change, consumer behaviour is shifting toward earlier planning, greater value awareness, and a stronger preference for complete, secure travel solutions. In Central and Eastern Europe, these changes are especially visible, as travellers become more experienced, better informed, and increasingly selective.
In this interview, Lucian Bădîrcea, CEO of IRI Travel, one of Romania’s leading tour operators, shares insights into the company’s strong performance in 2025, the trends shaping outbound and domestic tourism, and what international partners and industry observers can expect from the 2026 travel season across Europe and beyond.
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 behaviour of Romanian travellers.
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 travellers. Tourism behaviour 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 traveller, 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 the “Double Benefit Holiday,” including vouchers, free upgrades, included transfers, or bonus excursions—a model that was very well received by both travellers 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 long-term vision.
The “All Inclusive Beach” concept, implemented especially in Olimp but also in other resorts, has had a strong impact. Private beaches, integrated services, and modern facilities have transformed the tourist experience. In 2025, the average stay was five nights, four-star hotels were the most in demand, and price perceptions often differed from reality, with some resort dining costs lower than in major cities such as Bucharest.
The Bulgarian seaside remains an important benchmark. How do you see the relationship between the two markets?
This is not direct competition, but rather a complementary relationship. The entire Black Sea region is growing. Romania continues to invest and modernise, while Bulgaria benefits from long-standing experience in the all-inclusive segment, particularly 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 a vital role in accurate destination promotion.
What are currently the preferred destinations for Romanian travellers?
Greece remains the clear leader, with a 40% increase. Turkey grew by 30%, Bulgaria by 20%, and Romania by 5–10%. Spain entered the market very strongly from its first year.
On the Romanian coast, Mamaia, Eforie Nord, and southern resorts are the most popular. In Bulgaria, Albena, Golden Sands, and Sunny Beach dominate. In Greece, Halkidiki, Thassos, Santorini, and Crete lead the rankings, while in Turkey, Antalya, Kuşadası, and Bodrum remain top choices. In Spain, Costa Brava and Mallorca are emerging as reference destinations.
How do you anticipate the evolution of the 2026 tourism year?
2026 will be the year of predictability and a more mature travel mindset. Early Booking will become standard practice, with an expected 20–25% increase in advance reservations.
The Romanian seaside will continue to strengthen, Spain and Egypt will grow rapidly, and the exotic segment is expected to double. At the same time, new concepts such as “urban all-inclusive” hotels—offering fully integrated city stays—are beginning to emerge.
There is increasing discussion about potential price rises in tourism for 2026. What is your perspective?
A large part of 2026 pricing is already negotiated and fixed through contracts signed well in advance. This provides stability and predictability for both the industry and consumers.
While there are cost pressures related to energy, labour, and services, these are largely absorbed through planning and operational efficiency. We do not expect sudden price increases. On the contrary, travellers who book early often secure more advantageous rates. Travel agencies play a crucial role in providing access to these negotiated prices and protecting customers from last-minute volatility.
Could Bulgaria’s adoption of the euro influence tourism prices?
Based on experience in other markets, currency changes do not automatically lead to significant price increases, particularly for packaged travel sold through agencies.
In Bulgaria, many hotel rates for 2026 are already set in euros, especially in the all-inclusive segment. While minor adjustments may occur for local services, these are unlikely to significantly affect package holidays. Bulgaria remains highly competitive in terms of value for money.
What are the main forecasts for Romanian tourism in 2026, domestically and internationally?
Domestically, the Romanian seaside—especially the southern coast—will continue to professionalise. Hotels investing in services and modern concepts will gain market share. Spa tourism and domestic city breaks will also grow steadily.
Internationally, Greece and Bulgaria will remain top summer destinations, followed by Turkey, while Spain and Egypt continue to expand. Exotic travel will become increasingly mainstream.
Romanian travellers will be more organised, will book earlier, and will prioritise safety, service quality, and overall experience. Travel agencies will increasingly be seen as trusted partners rather than intermediaries.
Exotic destinations are now part of regular travel habits. How does the 2026 offer look?
More accessible pricing has changed perceptions. Travellers are seeking premium experiences and are willing to travel further for high-quality services. Travel agencies play a key role in structuring and explaining these complex offers.
What role do technology and artificial intelligence play in today’s tourism industry?
A decisive one. Artificial intelligence enables personalisation, smart marketing, continuous virtual assistance, and predictive analysis. At IRI Travel, we have invested heavily in digitalisation and automation, as the future of tourism lies at the intersection of technology, sustainability, and strong partnerships.
You mentioned sustainable tourism. How is this applied in practice?
We promote eco-friendly hotels, support local communities, encourage low-emission transport, and develop culturally focused travel packages. Travellers are increasingly interested in sustainable options, and World Tourism Day 2025—“Tourism and Sustainable Transformation”—has encouraged us to accelerate these efforts.
What is your closing message for 2026?
Early planning remains the safest strategy. 2026 will be a year of diversification: a stronger Romanian seaside, continued growth in the Mediterranean, and expanding interest in exotic destinations.
For IRI Travel, tourism is more than an industry—it is a mission to create memorable, responsible, and accessible holidays together with partner agencies, hoteliers, and local communities.
Conclusion – BusinessCatalog.co.uk
From a broader European perspective, 2026 points to a travel market shaped by informed choices, structured planning, and long-term partnerships. Consumers are becoming more value-driven and experience-focused, while travel agencies reinforce their role as trusted advisors.
IRI Travel’s outlook reflects a wider regional trend toward maturity and stability—one that offers clear opportunities for collaboration across European markets in an increasingly interconnected tourism ecosystem.
About IRI Travel
IRI Travel is one of Romania’s leading travel agencies, with nearly 20 years of experience and strong partnerships with international hotels and tour operators. The company offers complete holiday packages for Romania, Bulgaria, Greece, Turkey, Spain, as well as circuits, city breaks, and themed travel, and is recognised for its professionalism, diverse portfolio, and competitive pricing.
