The travel agency IRI Travel and the Hyatt Inclusive Collection group are expanding their partnership on the Bulgarian coast for the 2026 season, amid an accelerated growth in the share of Romanian tourists in the Sunny Beach and Obzor resorts. The development strategy aims to promote premium segment packages, all-inclusive concepts, “Adults Only” offers, and the completion of the rebranding of the Alua Sunny Beach Resort & Spa hotel.<\/p>\n
According to data sent by IRI Travel on June 18, 2026, Romania is among the source markets with the fastest dynamics for hotels in Hyatt’s regional portfolio. In the Obzor resort, the share of Romanian tourists staying at Alua Helios Bay rose from approximately 5% in 2023 to about 15% currently, with a similar evolution recorded at AluaSun Helios Beach, where the share increased from 3% to about 15%. In Sunny Beach, the Alua Sunny Beach Resort & Spa hotel recorded an increase in the share of Romanian visitors from 23% in 2023 to 29% in 2025, with the trend projected to continue in the 2026 season.<\/p>\n
The Hyatt Inclusive Collection portfolio on the Bulgarian coast includes five properties located in Sunny Beach and Obzor: Secrets Sunny Beach Resort & Spa (premium Adults Only resort), Alua Sunny Beach Resort & Spa, AluaSoul Sunny Beach, Alua Helios Bay, and AluaSun Helios Beach. A central element of the strategy for the 2026 season is the rebranding of Alua Sunny Beach Resort & Spa, started on June 15, 2026, to fully align with Hyatt standards following modernization investments. The property features 597 rooms, six swimming pools, and a private beach. In the adults-only segment, at Secrets Sunny Beach Resort & Spa, Romanian tourists currently represent between 8% and 10% of all guests.<\/p>\n
Bulgaria’s competitive advantages include road accessibility from Romania, an optimal quality-price ratio, wide beaches, and the presence of international brands, with the country competing directly with markets such as Greece, Turkey, Spain, or Italy. In addition to the holiday segment, Hyatt hotels in Bulgaria have also been involved in sports events, providing logistics and accommodation in 2025 for the start of a Giro d’Italia stage in this country, and have supported charitable projects of the Stiliyan Petrov Foundation, such as the ‘Match of Hope’. The group’s Romanian partner, IRI Travel, has 20 years of experience in the tourism market, operating packages for destinations in Romania, Bulgaria, Greece, Turkey, and Spain.<\/p>\n
Which Bulgarian resorts are targeted by the IRI Travel and Hyatt partnership?<\/strong><\/p>\n The partnership targets the Sunny Beach and Obzor resorts on the Bulgarian coast.<\/p>\n Which hotels in the Hyatt portfolio are included in this strategy?<\/strong><\/p>\n The portfolio includes Secrets Sunny Beach Resort & Spa, Alua Sunny Beach Resort & Spa, AluaSoul Sunny Beach, Alua Helios Bay, and AluaSun Helios Beach.<\/p>\n What are Bulgaria’s competitive advantages for Romanian tourists?<\/strong><\/p>\n Key advantages include road accessibility from Romania, an optimal quality-price ratio, wide beaches, and the presence of international brands.<\/p>\n","protected":false},"excerpt":{"rendered":" The travel agency IRI Travel and the Hyatt Inclusive Collection group are expanding their partnership on the Bulgarian coast for the 2026 season, amid an accelerated growth in the share of Romanian tourists in the Sunny Beach and Obzor resorts. The development strategy aims to promote premium segment packages, all-inclusive concepts, “Adults Only” offers, and…<\/p>\n","protected":false},"author":0,"featured_media":126874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2858],"tags":[2981],"thb-sponsors":[],"class_list":["post-126961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tourism","tag-hyatt-en"],"article_style_override":"on","post-style":"style2","post_via":[{"title":"wall-street.ro | 18.06","post_source_url":"https:\/\/www.wall-street.ro"}],"post-top-image":"https:\/\/rhn.ro\/wp-content\/uploads\/2019\/11\/turism-2.jpg","_links":{"self":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/126961","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/comments?post=126961"}],"version-history":[{"count":0,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/126961\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media\/126874"}],"wp:attachment":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media?parent=126961"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/categories?post=126961"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/tags?post=126961"},{"taxonomy":"thb-sponsors","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/thb-sponsors?post=126961"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}