Friday, May 6, 2005

Romania’s National Authority for Tourism (ANT) announced that they would promote tourism in Romania through a new branding strategy, in collaboration with the United States Agency for International Development. The director of ANT, Marius Critonescu, said that the branding exercise will be “a significant component of the Romania’s development as a new tourist destination of international level.” He also added that the development of an integrated brand for Romanian tourism will promote a more positive image for the country, thereby increasing the number of tourists and investors. In recent times, there has been quite a lot of investment in “national branding”, especially in the field of tourism, as most marketing experts believe that branding for a product or a country is theoretically the same thing, and that the same strategies and approach should be used for both.

Concerning the Romanian tourism rebranding, international tourism and marketing expert James MacGregor stated that, “We have to touch the hearts and souls of the contemporary tourists who no longer travel for a simple beach or ski track. They want to live a self-knowledge experience that is truly uplifting and will leave unforgettable memories. The brand must show them not what they will see or do as tourists but what they will feel when visiting Romania.”