𝐑𝐨𝐦𝐚𝐧𝐢𝐚𝐧 𝐓𝐨𝐮𝐫𝐢𝐬𝐦: 𝐅𝐫𝐨𝐦 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐭𝐨 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞.
Romania has the landscapes, heritage and authentic experiences to become a major tourism destination. But potential alone does not build a successful tourism industry. On September 17, business and tourism leaders will meet in Transylvania to discuss what Romania needs to do next.
Romania has something many destinations spend decades trying to create: a tourism story that is already there.
The Carpathian Mountains, the villages and historic estates of Transylvania, its cultural heritage, gastronomy and increasingly diverse hospitality offer give the country a strong foundation. Yet turning these assets into sustainable economic value remains one of the biggest challenges facing Romanian tourism.
That is the question behind “Romanian Tourism: From Potential to Performance,” a business-focused event taking place on September 17 at Zabola Estate in Zăbala, Transylvania, organized by the Chamber of Commerce and Entrepreneurship Romania (CCE-R).
The discussion aims to move beyond the familiar narrative of Romania’s “untapped potential” and focus instead on performance: What needs to change for Romania to compete more effectively on the international tourism market?
Among the issues to be addressed are the need for a coherent international tourism brand, destinations that combine authenticity with genuine market appeal, higher service standards, better-trained professionals and stronger public-private cooperation.
The event will also look to Switzerland for practical lessons. The Swiss tourism model offers an example of how destination management, quality, infrastructure and cooperation between public authorities and businesses can work together to create long-term economic value.
Opening perspectives will be offered by Dr. Adriana Cioca, President of CCE-R; H.E. Massimo Baggi, Ambassador of the Swiss Confederation to Romania; and Alin Grigore, Director General of the Ministry of Economy, Digitalization, Entrepreneurship and Tourism.
The panel will bring together leading voices from Romania’s hospitality and tourism sector, including Gregor Roy Chowdhury, Owner of Zabola Estate; Ștefan Țînț, Owner of Teleferic Grand Hotel; Prof. Dr. Ray Florian Iunius, CEO of winsed.swiss; Thorsten Kirschner, Co-owner of Conacul Grigorescu; and Simona Constantinescu, President of the Romanian Hotel Industry Federation (FIHR).
The discussion will be moderated by Călin Ile, Senior Partner at Premier Hospitality and Partner at Horwath HTL Romania.
The stakes go well beyond tourism.
A stronger tourism industry can create jobs, attract investment, support local entrepreneurs and extend economic activity to communities far beyond Romania’s major cities. But achieving this requires more than promoting the country’s beauty. It requires turning individual attractions and destinations into a coherent, competitive product.
For years, Romania’s tourism conversation has focused on its potential. The next stage is arguably more difficult — and more important: turning potential into performance.
The September 17 meeting at Zabola Estate will bring together business leaders, public officials and tourism professionals to explore precisely that transition.
Because Romania may already have a story worth travelling for. The business question is whether it can turn that story into an industry that delivers.
Romanian Tourism: From Potential to Performance
📍 Zabola Estate, Zăbala, Transylvania
📅 September 17, 2026 | 10:00 a.m.
✉️ To attend, please register via email at: ccer@ccer.ro
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