Romania has become one of the most important growth markets for Hyatt in Bulgaria, driven by rising demand for all-inclusive holidays, premium travel experiences, and corporate events.
The hospitality operator reported sustained growth in the number of Romanian guests across its Bulgarian seaside portfolio and announced further investments and brand repositioning initiatives ahead of the 2026 season.
Hyatt Inclusive Collection currently operates five properties along Bulgaria’s Black Sea coast, in Sunny Beach and Obzor, ranging from family-oriented hotels to adults-only resorts. The portfolio includes the Alua Hotels & Resorts and Secrets Resorts & Spas brands.
Romanian demand continues to rise
Bulgaria remains one of the preferred holiday destinations for Romanian travelers, supported by easy road access, competitive pricing, and a summer season that stretches from May through October.
At Alua Helios Bay in Obzor, the share of Romanian guests increased from 5% in 2023 to 15% in 2026 bookings. At Alua Sun Helios Beach, Hyatt reported a 12% increase in Romanian market share over the past three years.
Meanwhile, Alua Sunny Beach Resort & Spa, one of the group’s flagship assets on the Bulgarian coast, saw the share of Romanian guests rise from 23% in 2023 to 29% in 2025.
We are seeing growing demand from Romanian travelers for premium experiences, wellness-focused stays, and couples’ getaways, creating significant opportunities for the adults-only segment
Diyana Zaykova, Marketing Manager of Hyatt Bulgaria
Currently, approximately 10% of bookings at Secrets Sunny Beach Resort & Spa originate from Romania, although the company believes the segment still offers considerable room for growth.
According to data presented by Romanian tour operator IRI Travel, Romanian travelers booked more than €2 million worth of stays at Hyatt hotels in Bulgaria for 2026 summer season, through the company’s network of 1,500 partner travel agencies.
Rebranding and investment drive growth
One of the most significant developments this season was the rebranding of Alua Sun Helios Beach, which officially became Alua Sunny Beach Resort & Spa, a five-star property.
According to Hyatt, the transformation reflects investments in modernization and the alignment of the resort with Hyatt Inclusive Collection standards, while maintaining the existing service concept and guest experience.
The resort, now positioned as the first five-star Alua property in Europe, features nearly 600 rooms, five outdoor swimming pools, an indoor pool, a private beach, and 24-hour all-inclusive services.
The company has also expanded family-oriented facilities, including dedicated children’s and teenagers’ areas, a mini water park, and entertainment programs designed for multiple age groups.
Sunny Beach and Obzor expand their appeal
Sunny Beach, Bulgaria’s largest seaside resort, remains one of the strongest attractions for Romanian visitors. Located approximately four and a half hours by car from Bucharest, the destination combines extensive entertainment options with family-friendly infrastructure and all-inclusive hospitality offerings.
At the same time, Obzor is gaining popularity among travelers seeking a quieter atmosphere, stronger local cultural experiences, and convenient access to regional landmarks such as Nessebar, the UNESCO-listed historic town on the Black Sea coast.
Sports and corporate events create new revenue streams
This year, the company hosted teams participating in the first-ever Giro d’Italia event held in Bulgaria, as well as players involved in Match of Hope, a charity football event organized by former Bulgarian international Stiliyan Petrov to support cancer treatment initiatives.
More recently, Hyatt properties hosted the 11th edition of a major tourism networking event dedicated to promoting Bulgaria in German-speaking markets. The event brought together more than 180 tourism professionals, including tour operators, travel agents, journalists, and industry representatives.
The company says demand from Romanian corporations is also increasing, particularly for team-building programs, conferences, and incentive travel, supported by Bulgaria’s proximity, accessibility, and competitive hospitality offering.
