Staycation – a vacation spent in your own country, or even close to home – is becoming an increasingly popular concept in 2025, both among tourists and HoReCa entrepreneurs. Against a backdrop of rising international travel costs and growing complexity (new tourist taxes, anti-overtourism restrictions, etc.), more and more people are choosing to plan their holidays close to home. A recent study shows that 70% of Romanians prefer to travel domestically for their vacations, a significantly higher share than those choosing international destinations like Greece (24%) or Bulgaria (18%). What’s more, domestic tourism is experiencing a real boom: in early 2025, the number of overnight stays by tourists in Romanian hotels and guesthouses increased, continuing the record set in 2024 – already the best year for local tourism in the past three decades. This “home vacation” (staycation) trend isn’t driven by financial considerations alone, but also by people’s growing desire to rediscover the authenticity of local destinations and avoid the crowds at major international tourist hotspots.
The Trend Toward Local, Personalized Tourism Experiences
As Romanians (and others) travel more domestically, their expectations are evolving: they’re no longer interested in just accommodation and meals, but are seeking authentic, memorable local experiences. After many started exploring destinations abroad too, they rediscovered the value of what’s close to home – the beauty of local nature, quiet, and genuine interaction with the community. This shift in perspective is also a response to a fast-paced, stressful lifestyle; more and more tourists see domestic trips as an opportunity for mindfulness and reconnecting with their own culture and environment.
At an international level, the hospitality industry is seeing the same shift toward authenticity and personalization. Customers are increasingly supporting local, sustainable businesses with their own identity. A global culinary report for 2025 shows that sustainability and local sourcing top the trend list – consumers are choosing restaurants that support local communities (through local ingredients) and eco-friendly practices, and these factors are having a growing influence on their decisions. In fact, restaurants using local, seasonal ingredients are gaining popularity, offering customers authentic, sustainable culinary experiences.
At the same time, tourists want unique experiences tailored to their interests, rather than standardized packages. Personalized tourism grew significantly in 2024 and will reach a new level in 2025. Visitors are looking for vacations “with soul” that reflect their passions – whether that’s nature, gastronomy, adventure, or culture. This appetite for personalized experiences also shows up in how destinations are developing: for instance, more and more tourism projects now include pedestrian areas with cafés, local restaurants, workshops, and artisan shops, directly in response to visitors’ growing demand for authentic local experiences.
Below, we’ll explore the strategies HoReCa hotels and restaurants can use to capitalize on the staycation trend in 2025, attracting domestic tourists with innovative offerings designed to deliver exactly the kind of local, personalized experiences they’re looking for.
Themed Offers and Special Packages for Domestic Tourists
One of the most effective ways to attract tourists spending their holiday in the country is to create themed offers and special packages tailored to the season or local specifics. Hotels can, for example, organize themed weekends (one example would be a Traditional Romanian Weekend with folklore-inspired decor, music, and menus), or “discover the region” packages that combine accommodation with local activities. Around holidays or during local festival periods, dedicated offers can be launched: an inn or guesthouse in a wine region could offer a “Wine Road” Package, including tastings at nearby wineries; a mountain hotel could propose a Mountain Adventure Stay with guided hikes and an evening campfire. Themed packages like these add value to a stay, turning it into an integrated experience.
Restaurants and cafés can join in on themed offers too. Special culinary events – like local gastronomy nights, where the menu features dishes representative of the area (from traditional recipes to modern reinterpretations) – attract both locals and tourists eager to try “something authentic.” For example, a restaurant could host a Maramureș Evening with dishes from that region, live music, and rustic decor, or a Truffle Week in a region famous for that ingredient, giving visitors one more reason to walk through the door. Themed offers like these create a sense of novelty and exclusivity, encouraging domestic tourists to explore different parts of the country through the lens of these events and themes. On top of that, they’re easy to promote on social media and tourism platforms, sparking user interest through their novelty.
Last but not least, discounts and special perks for locals or domestic travelers can boost demand. Some hotels already offer “staycation deals” – better rates for residents of the same country, or discounted mid-week packages to encourage bookings outside the peak season. Initiatives like these don’t just fill rooms and tables during quieter periods, they also build loyalty among domestic customers, making them feel valued.
Local Gastronomy as a Central Part of the Offer
Nothing says “local experience” quite like the authentic taste of a place. Both restaurants and accommodations with dining service (hotels, guesthouses) can capitalize on tourists’ growing interest in traditional gastronomy and local products. Tourists choosing a domestic destination in 2025 do so, among other reasons, to enjoy what they can’t find anywhere else – and food is a strong point for every region.
Menus inspired by local gastronomy therefore become a magnet for customers. A key strategy is including authentic regional dishes on the menu, whether cooked from age-old recipes or reinterpreted with local ingredients. For example, along the coast, tourists will appreciate freshly caught fish and seafood along with Dobrogea specialties, while in Transylvania the menu might include homemade zacuscă, Transylvanian stews, or Saxon desserts. What matters is that these dishes are presented as such – explaining their story and origin on the menu, to give customers cultural context.
At the same time, the emphasis on local sourcing and seasonality isn’t just a whim – it’s a genuine trend for 2025. Consumers increasingly value restaurants that partner with local producers and use seasonal ingredients, both for the freshness of the flavor and for sustainability. A restaurant that proudly sources its cheese from nearby sheepfolds, its vegetables from farmers in the next village, and its wine from the local vineyard offers a “straight from the source” culinary experience that feels authentic. According to experts, this culinary approach will only grow more popular – locals and tourists alike are looking for dishes made with local, seasonal ingredients, finding them tastier and more representative of the destination.
In practice, hotels can organize traditional breakfasts (featuring artisanal products – jams, zacuscă, local cheeses), while restaurants can offer seasonal themed menus (e.g., an “Autumn Harvest Festival” featuring pumpkin, mushrooms, and other seasonal treats). Likewise, culinary demonstrations – live cooking of local recipes, or short cooking classes for tourists – can add an experiential layer: not only do you eat local dishes, you also learn how to cook them. All these efforts position gastronomy as a central pillar of the local tourism experience, turning a simple meal into a cultural journey.
Authentic, Personalized Activities and Experiences
The experience component might be the most important part when it comes to staycations and local tourism. Hotels and restaurants can no longer be seen just as places to sleep or eat, but as experience hubs where guests’ most memorable moments begin. In 2025, it’s clear that domestic tourists are looking for authentic, location-specific activities they couldn’t experience anywhere else.
A key strategy is creating or facilitating unique local activities. These can vary by area and business type, but a few successful examples include:
- Personalized guided tours: Guests can enjoy small-group or individual tours designed around their interests – from historical tours of the old town, to nature routes (mountain hikes, bike rides through villages), to visits to local craft workshops. The idea is for the hotel to connect guests with local guides, or to provide maps and DIY guides that highlight the region’s hidden gems.
- Cultural experiences and workshops: Restaurants or guesthouses can organize folklore and tradition evenings (folk dancing, live music, local storytelling) or interactive workshops where tourists can learn something specific to the area – for example, a pottery class in a region famous for ceramics, a workshop painting traditional blouses, or even taking part in seasonal farm work (grape harvesting, sheep milking, making cozonac). Experiences like these give tourists the chance to “live like a local” for a few hours, creating powerful memories.
- Local adventure or wellness activities: Depending on location, hotels can offer outdoor activities (ziplining, rafting, skiing or snowboarding in winter, boat rides in the Delta, etc.) or unique relaxation programs (saunas or traditional baths, therapies using local products – like sapropelic mud wraps in spa regions). Personalization comes into play by adapting these offers to guest preferences: a couple might prefer a romantic sunset hike arranged just for them, while a family might appreciate a kids’ program with traditional games or safe mini-adventures.
Importantly, all these activities need to be authentic and customizable. As experts point out, 2025 tourists no longer want generic packages, but experiences that reflect their own interests. A food lover will be delighted by a culinary tour with tastings at local restaurants, meetings with chefs, and even cooking classes, while a history enthusiast will appreciate a guide who reveals the legends and cultural heritage of the area. Flexibility and attention to detail make the difference: HoReCa businesses need to be ready to adjust their offer based on guest requests. For example, if a group of tourists expresses interest in seeing a working sheepfold, the hotel can arrange a visit to a local farmer, followed by a cheese tasting. This creates the feeling that each visitor is getting an experience “tailor-made” just for them, not a tourist template.
It’s worth noting that this approach has also been embraced by investors and tourism developers: we’re seeing the rise of themed restaurants and concept stores in popular destinations, offering much more than products – a story and a unique atmosphere. From medieval-themed venues in fortress towns, to literary cafés or artistically designed bistros, brands are creating entire worlds for customers, blending gastronomy with design, fashion, or art, all to deliver an unforgettable experience. This confirms that originality and authenticity sell: the domestic tourist wants to be surprised and captivated, not just hosted.
Conclusion: Locals – The New VIP Tourist Category
In 2025, HoReCa entrepreneurs have the opportunity to rethink their businesses through the lens of the staycation trend. By adapting their offerings to make the most of local character and deliver personalized experiences, hotels and restaurants can turn domestic tourists into loyal, enthusiastic customers. It’s clear that promoting authentic, personalized local experiences now takes precedence over costly international travel: many travelers now prefer a vacation close to home that’s rich in content and meaning, over a standardized exotic trip.
To capitalize on this trend, hospitality players should position themselves not just as service providers, but as ambassadors for their region, creators of memories and experiences. An approach that combines clever themed offers, authentic local gastronomy, and memorable activities will certainly set a hotel or restaurant apart in the domestic tourism market. And customer satisfaction won’t be far behind: a tourist delighted by a unique experience close to home will, in turn, become an ambassador for the staycation concept, inspiring others to discover local treasures too. In essence, Staycation 2025 isn’t just a passing trend, but a sustainable growth opportunity for HoReCa, built on (re)discovering authenticity and connecting with what’s local and unique.
