How is the sharp growth of tourism in Brașov influencing the new apartment market?

Demand from investors—who possess higher liquidity than buyers purchasing for personal use—has put upward pressure on prices. Developers are well aware that an apartment in a prime location can be sold at a premium to an investor calculating yield, compared to a local family relying on a standard mortgage.

Another consequence is a shift in the property mix. In new central or semi-central projects (such as the Coresi area or the Civic Center), developers tend to design more studios and 2-room apartments, and fewer 3- to 4-room units. The reason? These are the ideal units for short-term holiday rentals via platforms like Airbnb and Booking.

Moreover, the opening of the Ghimbav Airport has accelerated the perception of Brașov as an easily accessible international destination. Many buyers—hailing from Bucharest, but also from abroad, including the diaspora and foreign investors—are acquiring apartments as vacation homes, renting them out for the remainder of the year.

Due to high prices in the city driven by this tourism potential, many locals looking strictly for a home are being pushed toward metropolitan suburbs like Sânpetru, Ghimbav, Cristian, and Hărman. This is rapidly transforming “inner-mountain” Brașov into a commercial and tourism hub.

Are we entering the era of “Branded Residences” in Poiana Brașov?

The “Branded Residences” model offers owners the prestige of a 5-star brand alongside full access to hotel amenities, including spa services, concierge, and room service. The interest shown by major international players confirms the long-term growth potential of the area, effectively turning real estate into a luxury financial product.

Swissôtel Poiana Brașov stands as one of the most advanced projects of this kind. Apartment owners here benefit directly from the Accor Group’s premium standards. It is a professionally managed buy-to-let investment model where interior design is strictly dictated by the brand’s criteria. Already an established name on the local market, Swissôtel has been operational for 1.5 years, delivering concrete performance data that exceeds initial estimates. Investors who acquired this type of product are already enjoying net yields of over 10% per year. This historic performance has validated the business model to skeptical investors, proving that professional hotel management under a global brand is the key to profitability in 2026.

On the other hand, while geographically located in Cristian, Radisson Blu Grand Mountain Resort is designed as an extension of the mountain experience. It is an integrated resort with a strong emphasis on extensive amenities, such as wellness centers and restaurants. Its location in Cristian is strategic: it offers faster access to the highway and airport, bypassing seasonal traffic on the main Poiana road.

The Investor Appeal: Hands-Off Management & High Yields

Investors heavily favor the “Branded Residences” model due to its hassle-free management: the hotel handles maintenance, cleaning, and leasing, while the owner receives a share of the profit. Furthermore, a property backed by a renowned brand retains its value far better than an anonymous apartment building. Last but not least, these units boast superior liquidity, making them much easier to resell.

In Poiana Brașov, this specific segment is estimated to generate yields of over 9% per year, significantly outperforming the 4-5% average of standard apartments in the city.

Conclusion: If Tractorul is the residential “heart” of Brașov, Poiana Brașov and Calea Poienii are its “crown”. The shift toward branded residences marks Brașov’s departure from mass tourism and its grand entry into the international luxury league.

CONTACT

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• Email: razvan.calita@theseller.ro