Oradea means business: The city will launch a targeted tourism campaign at the Holiday Fair in Vienna in 2026 - a strategic move that positions it sustainably as its own destination in Central Europe for the first time. With a focus on Art Nouveau architecture, urban experience quality, and thermal offerings, Oradea aims to stand out as an attractive alternative to established city travel destinations.

The most important points at a glance

• Oradea presented itself from January 15 to 18, 2026, at the Holiday Fair in Vienna with its own stand alongside Sibiu, Timișoara, and other partners to gain visibility in the important Austrian market.
• The city focuses on its Art Nouveau heritage, urban activities, and cultural agenda.
• According to official statistics from Visit Oradea, guest arrivals increased by around 4 percent in 2024 compared to 2023, with 235,429 individual tourists. Overnight stays rose by about 8 percent to over 412,000.
• Experts assess the trend of "townsizing" as economically sensible and point to travelers who prefer stylish, tranquil towns without mass tourism.

Wien-Messe as a conscious starting signal

The participation at the Holiday Fair in Vienna is not a speculation, but a factually confirmed decision by the tourism organization Visit Oradea for the year 2026. They specifically showcased the architectural heritage of the city and its urban offerings for city break visitors. This is a clear step that goes beyond occasional participation to establish Oradea as an independent and competitive destination in Central Europe. The source of this information is Visit Oradea.

Visitor numbers indicate an upward trend.

The statistics support the strategy. In 2024, Oradea recorded a total of 235,429 individual arrivals – an increase of around 4 percent compared to the previous year – and about 412,327 overnight stays, representing an increase of approximately 8 percent. With this, Oradea has nearly reached the level of 2019. The source of this information is the annual report from Visit Oradea based on the national statistical office.

Townsizing promotes chances of success.

The travel trend "Townsizing" – the growing preference for charming, less crowded towns instead of established metropolises – underscores the opportunities that Oradea presents. Small towns with an authentic atmosphere, affordable prices, and urban flair without the hustle and bustle are becoming increasingly popular. This assessment is based on an analysis in Condé Nast Traveller Germany from May 2026.

Background of attractiveness

Oradea, often referred to as the "Art Nouveau capital of Romania," benefits from a comprehensive restoration of its historic center. From 2015 to 2026, many buildings in the Art Nouveau and Secession styles have been vibrantly restored. The city combines elegant architecture, pedestrian zones, glass passages like the Black Eagle Palace, a unique astronomical clock in the Moon Church, and thermal baths in close proximity – a complete package that is appealing to city travelers. This description is based on recent travel guides and data from the city.

The next step lies in making it visible.

The concrete next step is the evaluation of the impact of the presence at the Vienna fair: How many inquiries and bookings result from it among travel providers? It remains open whether further appearances at other important fairs or collaborations with Austrian tour operators are planned. Therefore, the targeted observation of booking developments and planned marketing activities is the most important next task.