Only 2.4 million foreign tourists came to Romania last year, an increase of 11 percent compared to 2023, but the country remains last in Europe. According to ANAT data, spending on promoting Romania as a tourist destination barely exceeds EUR 1 million, while incoming tourism revenues total around EUR 1.3 billion.
To compare, Romania’s southern neighbor Bulgaria attracted 13 million foreign tourists in 2024, spent about 20 million BGN / 10 million EUR on advertising, and earned about 14 billion BGN / 7.2 billion EUR from incoming tourism.
Greece remains a top destination, attracting 36 million foreign tourists in 2024. It spent around 40 million euros on promotion between 2019 and 2024, and had incoming tourism receipts of around 22 billion euros in 2024, up 10% from 2023.
An increasingly popular destination is Albania, which attracted 11.7 million foreign tourists in 2024, an increase of 15% on the previous year, making the small Balkan republic Europe’s fastest-growing tourism destination. Albania’s incoming tourism receipts climbed to around 4.8 billion euros.
