Romanian tourists boost demand for premium resorts in Bulgaria

Data from Hyatt Inclusive Collection Bulgaria and local partner IRI Travel show that Romanian travellers are rapidly increasing their share at Black Sea hotels. At Alua Helios Bay in Obzor the Romanian proportion rose from about 5% in 2023 to roughly 15% currently, and similar jumps were reported at AluaSun Helios Beach. At Alua Sunny Beach Resort & Spa the share grew from 23% of total bookings in 2023 to about 29% in 2025. Romanians now account for 8‑10% of guests at adults‑only venues such as Secrets Sunny Beach Resort & Spa.

The growth is driven by easy car access from Romania, competitive price‑to‑service ratios, extensive all‑inclusive packages and a rising appetite for premium, wellness‑focused experiences. Hotel chains continue to invest in upgrades and rebranding to meet this demand.

Tourism experts also warn Romanian visitors to avoid currency‑exchange kiosks in tourist zones such as Sunny Beach, Albena or at airports, where rates and hidden fees are often less favorable. They recommend comparing offers, checking receipts for commissions, and exchanging only modest amounts initially before seeking better rates in larger cities or banks.