This paper analyzes the challenges, the opportunities and strategic development directions used in Romania in order to improve its negative image and to attract tourists, in a period when all the countries have to face the economic crisis. Romania is one the countries with a high tourism potential, but currently undervalued. However, Romanian tourism records changes every year, mostly due to the factors having a direct influence on tourism; currently the most important factor is represented by Romania’s membership to the European Union. This requires the fulfillment of compliance rules and mandatory performance criteria of the Romanian tourism, as part of the European tourism market. This paper aims to build an X-ray of tourism and travel industry in Romania, in terms of competitiveness. Equally we intend to identify the key challenges the tourism industry in Romania has to face and the main strategic orientations in this field, by fulfilling the requirements of sustainable development.