Bucharest, once perceived as a city of old architecture and heavy industry, has in recent years reinvented itself as a vibrant cultural space where festivals play a central role. Some initiatives were launched by the municipality, others are deeply rooted in tradition, and new formats have emerged in response to the public’s growing appetite for large-scale international events.

ARCUB – the city’s cultural engine

ARCUB – the Cultural Center of Bucharest – has become a laboratory of cultural innovation. The Spotlight Festival, the city’s international festival of light, has brought video-mapping to historic buildings, turning Calea Victoriei into a nocturnal stage for tens of thousands of spectators. Other projects, such as Urban Culture Days, have connected contemporary art, experimental film, and alternative music with a wider audience. In figures, ARCUB organizes over 200 events annually, attracting hundreds of thousands of participants.

Streets that turn into stages

The Open Streets – Urban Promenade project has reopened Calea Victoriei and other central areas to pedestrians every weekend. It is no longer necessary to go to a dedicated venue: the street itself becomes a stage. Bucharest has discovered that public space can be transformed into a place of spectacle and encounter, beyond buildings and institutions.

Soundscapes: from classical to urban

At the core of tradition stands the George Enescu International Festival, Romania’s most important classical music event, which brings some of the world’s top orchestras and soloists to Bucharest. The summer is marked by Magic Summer, a concert series at the Romanian Athenaeum that maintains the bond between audiences and symphonic music even during the holiday months.

In parallel, the urban scene has exploded with open-air film and music festivals, as well as marathon concerts at Romexpo, which draw tens of thousands of people. The audience for such events has grown steadily, confirming that the city is able to sustain both classical culture and pop, rock, or electronic culture.

Festival venues: Romexpo and Enescu Square

The Romexpo complex, initially designed for industrial fairs, has reinvented itself as a venue for urban festivals: rock, jazz, retro, or pop concerts that attract thousands of spectators in a single night. In the heart of the city, George Enescu Festival Square offers free classical music concerts outdoors, bringing music into everyday life and proving that there is an audience for culture when access is made easy.

Economic and touristic impact

Festivals are not only cultural experiences but also economic engines. Hotels, restaurants, and transport services see visible growth during major events. For instance, during the Enescu Festival, hotel occupancy in Bucharest reaches almost 90%, and restaurants in the central area introduce menus tailored for international visitors. Concerts at Romexpo or open-air film festivals attract audiences who consume not just culture but also the city itself: from cafés on Lipscani to coworking spaces that adjust their schedules for participants.

Social and urban impact

Beyond the economic dimension, festivals have begun to redefine public space. Calea Victoriei, temporarily freed from traffic, is no longer just an artery but a meeting place. Streets become spaces for socialization, parks turn into cinemas, and squares into open-air stages. In this way, festivals have contributed to a subtle yet essential change: Bucharest is no longer just a city to pass through, but a city to live in.

Bucharest between identity and branding

This explosion of events has also transformed the city’s image. Two decades ago, Bucharest was described through urban chaos and a lack of cultural infrastructure; today, it is increasingly perceived as a European city of experiences. Festivals function as branding tools: they attract tourists, create loyalty, and give the city a new identity – that of a cultural capital in the making.

Conclusion: the city becomes the festival

Bucharest has reshaped its cultural image. From a city where festivals were rare and niche, it has become a capital that thrives through music, theater, film, and visual arts. Its streets, squares, and large venues now function as an integrated system where culture is visible and accessible.

Bucharest no longer just hosts festivals. On many summer weekends, Bucharest itself becomes the festival.