This surge, coupled with a rise in domestic tourism, signals a potential record-breaking year for the tourism sector, with foreign travel expenditure projected to exceed €11 billion by year-end, surpassing the previous high of €9.6 billion in 2024. 

Germany and Italy were the top destinations for Romanian tourists in 2024, each attracting over €1 billion in spending, followed by the Netherlands, Spain, and France. These figures encompass leisure, business, and family visits.

Liana Dumitru, Director Retail Agency at Colliers, said: “We are witnessing a transformative shift, as Romanians not only express a growing desire to travel, but are also fundamentally changing their holiday behaviour. They are becoming active consumers - making purchases, exploring new destinations, and investing in experiences." 

This evolving behaviour is transforming shopping centres in tourist cities into lifestyle destinations, prompting real estate investors to capitalise on the synergy between retail, tourism, and experiential offerings. 

The growing trend of "destination retail" is particularly evident in Romanian cities with historic centres, such as Piața Sfatului in Brașov, Piața Unirii in Oradea, and the historic centre of Sibiu, where sustained tourist traffic drives demand for international brands and concept stores. 

Colliers consultants estimate that over 190,000 sqm of modern retail space could be delivered in Romania in 2025, with a significant portion in tourist cities. A significant share of this new supply is located in tourist cities, reflecting an increase of at least 10% compared to the previous year.