Alongside traditional and medical tourism, sports tourism is also beginning to gain popularity in Romania. The concept is straightforward: football enthusiasts travel to Romania specifically to watch matches. In recent years, thousands of foreign visitors have come to the country with the intention of experiencing football in its stadiums.
For almost a decade, sports tourism has also had a presence in Romania, even in a semi-official capacity. In 2017, through a partnership with the Romanian Football Federation and several county football associations, journalist Emanuel Roșu launched the Football in Heaven project, which has since held several editions. Hundreds of foreign tourists came to Romania to experience an unusual side of football in picturesque settings, attending matches in the third, fourth and fifth divisions.
The matches were accompanied by local hospitality, traditional snacks, half-time buffets and memorable moments, such as local brass bands performing beside the pitch. Supporters from India, the United Kingdom, Norway, Poland and many other countries took part. One fan from India travelled 10,000 km to Romania and attended matches in Frasin, Iacobeni, Poiana Stampei, Falcău and Câmpulung Moldovenesc.
"I flew from Bangalore to London, then to Manchester. From there I travelled to Budapest and then on to Târgu Mureș, where I took a taxi to Suceava. It was a long journey, but it was worth every bit of effort," said Zerin Rahiman.
"The people are wonderful, and so is the spirit of the trip. They are so passionate about football and love the friendships that form around the matches! It is the love of the game that makes everything else fall into place," the Indian supporter added.
Sports tourism is becoming increasingly successful, and in 2022 UEFA signed a partnership with the World Tourism Organization to promote the benefits of sports tourism.
Foreign visitors are also drawn to top-flight matches
Beyond the idyllic matches in the lower divisions, an increasing number of foreign visitors can also be seen in the stands at top-flight games. Most are Italian, English and Dutch, and they generally attend home matches involving FCSB, Dinamo, Rapid and U Cluj. They combine traditional sightseeing with the opportunity to watch a football match.
Furthermore, some clubs also offer guided tours. One example is U Cluj, whose main sponsor is MrBit bet (ONJN L1213854W001295, 18+), an operator that enables users to make informed bets through Bet Mentor and also offers an online casino with thousands of games from leading providers.
Guided tours of U Cluj’s stadium are available from Monday to Friday, cost a modest 7 lei per person and include access to the playing field, athletics track, changing rooms and VIP area.
In 2026, the global sports tourism market is estimated to be worth between $712 billion and $927 billion, depending on the company conducting the research. It accounts for approximately 10% of global tourism. According to industry estimates, its value is expected to reach between $1.3 trillion and $2.8 trillion by 2032–2033, indicating growing interest in this form of tourism.
Romania also has agencies specialized in sports tourism, offering travel packages for numerous events across Europe and beyond, particularly football matches and Formula 1 races.
