In 2022, I published on FunkyTravel the article about Romania's stand at the Travel Show New York. Remember? A curtain. Yes, a curtain. With printed pictures, pasted exactly like you paste a "Lost Dog" notice on the stairs of your apartment building. This year, at the Romanian Tourism Fair, it was even worse.
Then I said it was the ultimate shame.
Well… Bucharest , November 2025, just said: “Hold my beer”
The Romanian Tourism Fair 2025, the place where creativity comes to die
Entering the pavilion strikes you as a communist memory: everything red, everything empty, everything sad. Kilometers of red carpet leading nowhere, black walls swallowing the light, and a stage thrown into a corner, like a punished child.
If you don't know the context, you have the impression that you've either walked into a rehearsal for a play without actors or a wedding canceled at the last minute.
An industry insider, present at the event, told me directly:
"There are two and a half stands. That's it. The rest is air and black curtains."
And don't exaggerate.
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New York vs. Bucharest: who wins? Nobody. Romania loses.
In New York:
– a curtain with pictures printed on a printer
– improvisation
– zero concept
– zero identity
– but at least… there were pictures
In Bucharest:
– huge black curtains
– the red carpet as big as a stadium
– scene lost in space
– empty stands
– signs put up just "to be"
– and two and a half stands trying to save face
At least in New York someone had the initiative to print a picture. Here, it seems the budget for the "carpet texture" has run out.
For years we have been talking about country branding, about strategy, about storytelling.
But the reality on the ground is this:
There is no concept, there is no coherence, there is no courage.
Just officials who check off events, stands and posters without understanding the audience, market, trends or message.
Meanwhile, the Barcelona Tourism Fair.
“Fuller than yesterday, worse than previous years… fewer and fewer Romanian agencies”
I asked my friends and partners to send me pictures from the second and third days of the fair so that I wouldn't be considered an influencer. I also received comments from those who chose not to attend this year.
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“Fuller than yesterday, worse than previous years… fewer and fewer Romanian agencies, the Ministry of Tourism stand was no longer there, Bulgaria and Greece better presented than Romania, but smaller stands than before.
I noticed the Consumer Protection Authority stand – I don’t know what it’s advertising. I wonder if it got a free stand?” claims Andreea Nicu, the manager of a hotel in Bucharest.
On the other hand, here is the reaction of OMD Constanța County.
“Riviera Românească decided not to participate last year or this year. The cost-benefit ratio is not justified within the framework of TTR, at least for us. In addition, it is much more interesting for outgoing than for any incoming discussion, even in the B2B segment.
Also, the B2C audience from the north and Transylvania is quite small in terms of participation, and the audience from the south and around the capital knows the area very well. seaside. "
"I think this fair is also heading in a straight line towards the end of its history"
Here is the opinion of another tourism expert.
“It took me 30 minutes to visit the Romanian tourism fair, autumn edition.
Unfortunately, that's all. With the exception of a few stands of some destinations, and I can't help but nominate our eternal competitor, Bulgaria , the vast majority of them were completely unattractive. Moreover, empty. Yes, empty of exhibitors and materials.
I understand they came out of obligation..."
“On the other hand, I couldn't help but notice that a major tour operator from Romania covered a very large area of this year's exhibition.
And perhaps not coincidentally, they seemed to be making offers and even collecting money. So, I see that there are still people who definitely need the services of a travel agency, even to visit a traditional and accessible destination."
"I think this fair is also heading in a straight line towards the end of its history."
This is what the Romanian Tourism Fair, organized at Romexpo , will look like in 2025. And the message it sends to Romanian tourism is one: better stay home. Hide.
