As suggested by the press release announcing the Ministry’s targets for the 2017-2020 period, tourism is considered a centerpiece of the country's economic development. Its importance must be recognized and valued especially since there are few countries in Europe that enjoy landscapes and biodiversity as rich as those in Romania.
Still, the country does not have the reputation of other European states in terms of tourism, but Romania’s brand is unquestionably on the rise, being appreciated by more and more tourists, thanks to various recent phenomena such as: the growing number of low cost routes which currently reach many parts of the country, the qualitative international music festivals proposed by Romania, the internationalization of the country’s business environment and last but not least, the compliments offered to Romania by personalities such as prince Charles.
Thus, through its strategy, the Ministry wants to highlight all these aspects and make them reach as many foreign ears as possible. In this regard, the Ministry of Tourism aims to open new representative offices in some countries that are considered "potential tourist generators" and to develop info-trip programs for both foreign journalists and for "opinion makers or specialists in niche tourism (medical, treatment, or business)". Special focus would also be placed on the targeted promotion of certain sights, such as proposing the Romanian seaside to inhabitants of cold countries without access to the sea or the ocean, or highlighting the Carpathians to nature lovers, hikers or daredevils.
Moreover, the Ministry of Tourism has also developed a strategy which seeks to promote Romania to Romanians themselves, thus encouraging domestic tourism as well. The main programs proposed in this regard are the creation of the country’s "first leisure center" intended to support private investment in tourism related infrastructure, which is set to contribute to the diversification of Romania’s touristic offering, accompanied by the "holiday vouchers for public employees" program, meant to encourage civil servants to spend their holidays in the country.
Finally, as a general objective strategy for 2017-2020 the Ministry plans to bring forward lesser known areas, which have not yet been exposed to tourism. Obviously, all these initiatives sound great on paper, but the real challenge will be to apply them and achieve the desired goals.