The Swiss–Romanian Chamber of Commerce (CCE-R) held a conference in Bucharest focused on the future of Romanian tourism, bringing together hospitality industry leaders and members of the Swiss–Romanian business community. The event stressed the need for a coherent national brand identity for Romania as a tourist destination, inspired by the Swiss success model.

H.E. Massimo Baggi, the Swiss ambassador, was the guest of honor and opened the event by highlighting how Switzerland’s tourism succeeded internationally by focusing on sustainability, high-quality infrastructure, and environmental stewardship. He stated that Romania already possesses these elements and must now implement a strategy to leverage them. He also emphasized Switzerland’s support for cooperation in innovation and regional development as key to sustainable growth in tourism.

Dr. Adriana Cioca, President of CCE-R, stated that tourism is more than an industry: “Romania has all the ingredients to become a heartfelt destination, and we will continue to support this transformation through partnerships, dialogue, and trust in the country’s authentic potential.”

Main participants included key industry leaders such as Nicolaas Houwert (Intercontinental Bucharest), Shane Labrooy (Swissôtel Poiana Brașov), Călin Ile (Horwath HTL), Cristian Macedonschi (Romanian Association for Electromobility), and Ștefan Mototolea (Eastern European Experience). The event explored topics such as the role of Destination Management Organizations (DMOs), national tourism branding, and the potential of spa, mountain, cultural, and business tourism (MICE).

The consensus was clear: Romania has significant tourism potential that remains underutilized. From city breaks in Bucharest to mountain experiences in Brașov and wellness resources in Transylvania, participants agreed on the need for a unified vision supported by concrete initiatives and strategic collaboration between public and private stakeholders. CCE-R reiterated its role as a platform for dialogue to help position Romania as a competitive tourism destination in Europe.