Felicity Long
In the past decade or so, it's been interesting to watch countries from Europe's Balkan and southeast regions emerge from their complicated pasts and onto the international tourism stage.
For some — think Croatia and Hungary, for example — the process has happened more quickly than for others.
In the latter camp is Romania, whose path to mainstream tourism destination has been less smooth.
Yes, there are tourists, and the numbers are on the rise — but the majority of them are from Europe and, to a lesser extent, Asia and the Middle East. At last count, fewer than 120,000 North Americans visited Romania out of about 13 million international tourists in 2024, according to Romania's National Institute of Statistics.
Why the relative lag?
Blame it on a lack of proactive marketing outreach from its tourism board and inbound entities to North American travelers. Or blame it on the uncomfortable legacy of former-president Nicolae Ceausescu, whose notorious excesses led to his widely publicized execution in 1989. Or, heck, blame it on Dracula.
But for those of us looking for Old World European charm without the teeming crowds, Romania deserves a second look.
For one thing, there are 11 Unesco World Heritage Sites in Romania, ranging from seven medieval villages with fortified churches in Transylvania to the primeval beech forests of the Carpathian Mountains.
For another, Bucharest, its lively capital city, has a robust nightlife, a sophisticated cafe culture and an increasingly noteworthy foodie scene.
Culture, wellness and beyond
Architecture buffs will also find plenty to interest them, most notably ornate belle epoque mansions and palaces that incongruously rub shoulders with the brutalist buildings of the Soviet era.
Visitors could easily spend a day on the city's Calea Victoriei, for example, a shopping mecca that also features museums, eateries and art galleries.
Devotees of wellness travel can explore Therme Bucharest, located just outside of the city.
The year-round biodome offers a blend of ancient thermal bathing rituals with modern, sustainable design, including geothermal pools, multisensory saunas and a massive indoor botanical garden with more than 1,500 palm trees.
A huge Galaxy family zone features 17 waterslides, including raft rides and racing slides, wave pools and cinematic LED shows.
In summer, a Sands of Therme urban beach offers more than seven acres of real sand, hammocks, a beach club, volleyball courts and restaurants.
Beyond the city, adventure buffs can find hiking, cycling, rock-climbing and horseback riding in the Carpathian Mountains and in Romania's 400 or so parks and nature reserves; fishing in the Danube Delta; and golf, including in Bucharest.
Butterfield & Robinson added Romania to its cycling destinations, and there is even a bear sanctuary in Transylvania, which offers visits and guided tours.
And, of course, Bran Castle, which locals and visitors enjoy pretending was Dracula's castle, is a tourism hot spot and a stunning attraction in its own right.
Where to stay in Romania
As to accommodations, appealing choices for luxury travelers include the 30-suite Corinthia Bucharest, formerly the historic Grand Hotel du Boulevard, which opened in March; and the spa-forward hotel Matca, which offers 16 rooms and 10 villas in Transylvania's Carpathian Mountains and is a member of Relais & Chateau.
For practical matters, Romania is a member of the European Union, NATO and the open-border Schengen Area, but uses its own currency, the leu.