Over two million tourists could choose safer destinations in Central Europe this year, instead of those in Asia or the Middle East, amid the conflict in Iran, reveals an analysis by the Global Research Group, part of Global Payments.
In this context, Romania could attract approximately 150,000 additional tourists, generating revenues of approximately 40 million euros for hotels and restaurants, and Global Payments Romania analysts expect an increase in demand for cashless payments in tourist destinations, increasingly preferred by modern travelers.
According to the analysis, since the beginning of the conflict in Iran, more than 52,000 flights to Middle Eastern destinations have been canceled, which has led many European tourists to seek safer alternatives for their holidays. It is estimated that the region could lose between 23 and 38 million visitors in 2026, with an impact of up to $ 56 billion in tourism. Some of these tourists, approximately 8 to 12 million, are now reconfiguring their holiday plans and choosing destinations in Europe.
Central Europe is thus becoming one of the main regions that can benefit from these changes in tourism. The six countries analyzed - Slovakia, the Czech Republic, Austria, Hungary, Romania and Croatia - attracted 125 million tourists last year, and Global Payments estimates that they could receive another 1.1 - 2.5 million visitors in 2026, if the geopolitical situation remains unstable.
"We are seeing a clear shift towards European destinations considered safer, and Romania has the opportunity to attract a significant share of this additional wave of tourists. The economic impact could be significant for Central Europe: data on card payments indicate that new visitors could generate additional revenues of up to 1.9 billion euros in the region. In this context, it becomes essential that the local industry - hotels and restaurants, in particular - is prepared to meet tourists' expectations, including by offering cashless, seamless and secure payment experiences," said Ionela Mitran, Country Manager Global Payments Romania.
According to estimates by Global Research Group, Romania could attract an additional 150,000 tourists this year. The targeted destinations include the Black Sea coast, but also the big cities - Bucharest, Brasov, Cluj and Sibiu. Most of these tourists could come from Austria and Germany, where more and more people are giving up long-distance travel and choosing closer and more accessible alternatives, such as Romania or Slovakia.
Also, tourists from France, Belgium, the Netherlands and Scandinavia (Denmark, Sweden, Norway) are reconfiguring their trips from Mediterranean or distant destinations to safer countries in the Schengen area.
In Romania, the average length of stay is around 3-4 days, similar to Austria, the Czech Republic, Slovakia and Hungary. Croatia could benefit the most from the new tourists, with an average length of stay of five nights or more. This additional wave could have a significant impact on the Romanian hospitality industry, generating spending of around 40 million euros. The top countries with the highest estimated impact of holiday spending are Croatia, with over 550 million euros, and Austria, with almost 140 million euros.
In a European comparison, the French and Germans spend the most on holidays. According to Eurostat, they generate almost half of the tourism revenue in the European Union. They are followed by Belgians, Dutch, Austrians and tourists from Scandinavia.
The hospitality POS market in Central Europe is expected to grow at a rate of 6-8%. Hotels and guesthouses will need to process an increasing number of international transactions via cards and mobile wallets. Accepting contactless payments, integrating with reservation systems for pre-authorization of payments, and adopting transparent pricing models are now essential.
"Global Payments data shows an accelerated change in consumer behavior: in just two years, cashless payments have become standard in tourist areas. We are no longer talking about a competitive advantage, but about a necessity for businesses and entrepreneurs. In the 2025-2026 winter season alone, over two million electronic transactions were recorded in restaurants and hotels in Romania, through Global Payments terminals," added Ionela Mitran.
During the winter season (December 2025 - February 2026), tourists spent over 260 million lei through digital payments in hotels and restaurants in Romania, according to Global Payments data. Compared to the winter season 2023 - 2024, the value of cashless spending increased significantly: +51% for food services and +31% for accommodation.
BNR data shows that the total value of card payments issued in Romania reached approximately 189 billion lei in the first half of 2025, up 19% compared to the previous year, and the number of transactions exceeded 1.5 billion (+30%).
Global Payments s.r.o. is a joint venture between Global Payments and Erste Banking Group. The company offers advanced omnichannel payment processing solutions, covering the entire spectrum of business needs.
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