Romania's communication campaign targets: 75% returning foreign visitors, 70% foreign recommendations

Romania's newly launched tourism communication campaign aims at increasing the number of local and international tour operators which sell Romania as a tourist destination, as well as the number of local and international tourists which would recommend the country for tourism. "Romania is for those who have a strong desire to explore destinations outside the usual path, with a wild nature and an authentic culture [...]" according to the detailed presentation of Romania's tourism brand campaign. One of the brand's communication objectives is to increase by 50 percent the number of travel agencies which sell Romanian destinations, while the number of foreign tour operators should grow by 25 percent, according to the Ministry of Tourism. The ratio of tourists which prefer Romania as a tourist destination should grow from a current 26 percent, to 50 percent. The communication campaign should trigger a return of foreign visitors in Romania, from a current ratio of 56 percent to 75 percent. Romanians should also recommend their country more as a tourist destination, while 70 percent of the international tourists who come to Romania should recommend the country, compared to only half of them in the present. The campaign was preceded by a quantitative and qualitative research. 100 interviews and two focus groups were organized for the qualitative research. The quantitative research was based on 1,200 interviews in Romania and 10,800 interviews in key Western markets. Read more about Romania's already controversial campaign here.