Tourism: From Strategy to Tangible Development – Joint Directions for Romania and the Republic of Moldova via the VIA MOLDAVIA Tourism Program

On February 26, 2026, the Council Room of the Ministry of Culture of the Republic of Moldova hosted a strategic debate on the future of tourism in the Republic of Moldova and its connection with Romania

The working meeting, themed “The Role of Tourism in Local and Regional Development,” brought together decision-makers, experts, and private sector representatives with a clear objective: transforming tourism into a genuine tool for economic development. The event, organized with the support of RDA (Regional Development Agency) Chisinau and the National Tourism Office of the Republic of Moldova, gathered approximately 40 participants—representatives of public administration, the associative environment, the private sector, and regional development organizations from Romania, the Republic of Moldova, and Ukraine.

During three hours of debates and one hour dedicated to networking, participants analyzed how tourism can become a real instrument for economic development, social cohesion, and the strengthening of cross-border cooperation.

Official Opening: Tourism as a Strategic Priority

A central role in the success of the discussions was played by Ana Sandra, Interim Director of the National Tourism Office, who, as moderator of the first panel, facilitated a deep and structured dialogue among participants. Through her clear and results-oriented approach, Ana Sandra highlighted the importance of common policies between Romania and the Republic of Moldova, emphasizing the need for public-private partnerships to institutionalize Destination Management Organizations (DMOs). Her expertise in coordinating strategic processes and her ability to connect actors from different sectors generated a concrete and applicable exchange of ideas, laying the groundwork for lasting and effective collaborations between the regions of the two countries.

At the same time, Valentin Ceban, Head of the Product Development and Tourist Infrastructure Department, added significant value by presenting successful strategies for developing innovative tourism products. His focus on landmark national routes, such as the Ceramics Route, as well as the cross-border itinerary “Cucuteni Trypillia” (MD-RO-UA), demonstrated how cultural and natural heritage can be strategically leveraged to increase regional attractiveness and stimulate sustainable tourism. Ceban’s expertise in planning tourist infrastructure and integrating cultural products into coherent itineraries provided participants with concrete examples of how cross-border projects can transform the tourist experience and generate significant economic and social benefits.

The event was opened by State Secretary Corneliu Cirimpei, who emphasized the role of cultural and tourism policies in revitalizing local economies. The message from the Ambassador of Romania to the Republic of Moldova reinforced the bilateral dimension of the discussions, focusing on the need to harmonize strategies and create joint tourism products.

Representatives from the National Tourism Office of the Republic of Moldova, the Regional Development Agency of the Odesa region, and CAPDR (Center for Analysis and Planning of Regional Development) conveyed convergent messages: tourism can no longer be treated as a secondary sector, but as a pillar of integrated regional development.

Panel I: Tourism as a Vector for Regional Development – Common Policies and Directions

The first session was dedicated to institutional models and emerging tourism products.

Institutionalizing Destination Management Organizations (DMOs)

A central point of the discussions was the process of institutionalizing DMOs in the Republic of Moldova. Pilot examples—DMO “Plaiul Codrilor” and DMOT “Riviera Nistrului”—mark the transition toward the European model of integrated destination management.

DMO “Plaiul Codrilor,” developed within the Local Action Group (LAG) of the central zone, serves as a pilot project to strengthen cooperation between local public authorities, entrepreneurs, and the associative sector. Supported by the Ministry of Culture and the National Tourism Office, this model aims to streamline destination management and professionalize promotion.

DMOT “Riviera Nistrului,” created in 2024 with the support of UNDP Moldova, aims to capitalize on the natural and cultural potential of the Dniester River area through regional collaboration and tourist infrastructure projects. The region is promoted as an integrated destination, where natural heritage and local hospitality become competitive advantages.

In the context of over 50 active Local Action Groups in the Republic of Moldova, expanding the DMO model is considered a strategic opportunity for the professionalization of the sector.

New Tourism Products and Plans for 2026

The panel also highlighted the development of thematic tourism products with regional and cross-border potential:

• Thematic tourist routes such as “The Dragon’s Path” and “The Charm of the Dniester”;
• The Gastronomy Route (launched in 2025);
• The Ceramics Route (scheduled for 2026);
• The cross-border route “Cucuteni–Trypillia” (MD–RO–UA), planned for 2026;
• The Regulation for National Tourist Routes, approved in 2026;
• The introduction of holiday vouchers, a measure with major potential to stimulate domestic demand.

These initiatives reflect the shift from isolated promotion to building integrated tourism ecosystems based on cultural identity, experience, and regional cooperation.

Panel II: Viticultural and Cultural Heritage – Best Practices and Digital Solutions

The second part of the workshop focused on capitalizing on heritage through public–private partnerships and digital tools.

Viticultural Heritage – From Production to Experience

The wine sector was presented as one of the most dynamic segments of Moldovan tourism. Successful models include integrated packages combining tastings, accommodation, and local gastronomic experiences.

Relevant examples included:

• Castel Mimi – a model for integrating architectural heritage into the tourist circuit, organizing cultural events, and developing infrastructure for inclusive tourism;
• Purcari Winery – thematic tours, festivals, and cooperation with local public administration for infrastructure modernization and international promotion.

These examples demonstrate that investing in experience, not just in the product, generates added value and competitive positioning in foreign markets.

Digitalization and Smart Promotion

A significant portion of the discussions addressed the digitalization of tourism.

The InnoVillage platform and the Village Travel Bot application—tools accessible via Telegram—facilitate the connection between tourists and rural destinations, providing information about guesthouses, routes, and events. The focus is on accessibility for youth and international tourists.

Additionally, initiatives developed through Artcor promote the concept of digital storytelling: audio-guided tours, interactive multimedia content, and digital thematic routes dedicated to wine, nature, religious, or industrial heritage. Transforming heritage into a story thus becomes a tool for marketing and cultural education.

VIA MOLDAVIA – A Strategic Direction for Regional Cooperation

In the final part of the event, Ion Ștefanovici’s intervention was dedicated to the VIA MOLDAVIA program, presented as a cooperation platform between Romania and the Republic of Moldova.

The program aims to connect destinations, harmonize policies, and develop a coherent regional brand capable of positioning historical Moldova and the Republic of Moldova as complementary, rather than competing, tourism spaces.

The central message was clear: regional development through tourism cannot be achieved in a fragmented manner. Strategic coherence, solid institutional tools, digitalization, and authentic public–private partnerships are required.

From the Carpathians to the Prut – Dniester and the Black Sea: “VIA MOLDAVIA” Outlines a Joint Romania – Republic of Moldova – Ukraine Tourism Product

In Chisinau, during the workshop dedicated to the role of tourism in local and regional development held at the Ministry of Culture of the Republic of Moldova, the strategic direction became clear: the construction of a joint tourist route that symbolically and economically links Romania, the Republic of Moldova, and Ukraine.

Under the aegis of the VIA MOLDAVIA program, the initiative proposes an integrated product capable of uniting cultural heritage, traditions, gastronomy, and the landscapes of the three countries into a coherent and competitive experience on the international market.

Ion ȘTEFANOVICI: “VIA MOLDAVIA, through its North, Center, and South routes, unites tourist destinations in Romania – Republic of Moldova, and Ukraine”

The project’s vision was summarized by the President of the Center for Analysis and Planning of Regional Development, Ion Ștefanovici, who described the route as an identity-based journey starting from the mountains and descending toward the sea:

„The tourist routes will start in the Carpathian Mountains, cross the Prut, reach the Dniester, and descend toward the South, heading toward Budjak and the Black Sea. We have so many values we can share—cultural values, tourist values, landmarks, events, beautiful people, and gastronomy—things that captivate the international tourist.”

From the natural heritage of the Carpathians to the cultural identity of historical Moldova and the opening toward the Black Sea, the route aims to transform geographical proximity into an economic advantage.

The First Real Opportunity: VIA MOLDAVIA International Tourism Fair, May 1–3, at PALAS Iași

The first major event within the project will take place from May 1–3 in Iași, reuniting tourism offers from the three countries.

The project coordinator, Carmen Nastasă, explained the stakes of this initial stage:

„We will begin to foster cooperation between HORECA units and tourist destinations in Romania’s North-East region and Moldova, because, ultimately, we must grow together. It is a centralized strategy to succeed in creating a strong product for the European market and, subsequently, for the whole world. We already have discussions in China and Saudi Arabia; they are waiting for our products.”

The statement indicates a shift in approach: not isolated promotion, but strategic positioning in foreign markets. The focus falls on integrating the HoReCa sector with tourist destinations and creating a regional brand solid enough to attract tourists from outside Europe.

The Republic of Moldova – Between Notoriety and Discovery

The Romanian Ambassador in Chisinau, Cristian-Leon Țurcanu, highlighted the already consolidated image of the Republic of Moldova among foreign tourists, as well as its yet-underutilized potential:

„Of course, everyone knows the Republic of Moldova for its extraordinary dishes and extraordinary wines, but also for the Orheiul Vechi Reserve. However, in recent years, I have noticed that tourists from abroad are discovering lesser-known places in Moldova. The people here, as we all know, are very welcoming, and there are more and more guesthouses in rural areas, which is excellent because the rural area is a value and a wealth that must be shown to others.”

The reference to Orheiul Vechi underscores that notoriety already exists, but real development can come from diversification: rural tourism, authentic experiences, local hospitality, and the integration of communities into the economic circuit.

Tourism as a Genuine Economic Instrument

At the governmental level, the message was pragmatic. State Secretary Corneliu Cirimpei emphasized the direct impact of tourism on communities:

„Tourism is a field that can change a great deal within a locality, starting from capitalizing on the architectural heritage of that locality, its natural, historical, and culinary heritage, so that what we have—and what we have is very important—can be shown to others and also generate revenue.”

The speech shifts the focus from the symbolic realm to the economic one. Heritage is not just an identity element but an economic asset that, managed strategically, can generate income, jobs, and investments.

Regional Strategies and Untapped Potential

Regarding the Chisinau region, the Director of RDA, Sergiu Brînză, drew attention to a potential that remains insufficiently exploited:

„The tourism potential of the suburbs is not very well utilized. We only know a few destinations, like Cricova, which is the most famous in Chisinau, and within Chisinau itself, museums, theaters, and other landmarks. Together with the National Tourism Office, we aim to develop a tourism strategy for the development region, involving local authorities from both Chisinau and the suburbs.”

Mentioning Cricova reflects the reality of promotion concentrated on a few established landmarks. The new regional strategy seeks to expand the tourist circuit and integrate the suburbs into a coherent offer.

Interreg NEXT – The Operational Framework for Cooperation

The meeting took place within the project “Transfer of Best Practices and Strengthening Administrative Capacity in Regional Development Policy between Romania and the Republic of Moldova,” funded through the Interreg NEXT Romania–Republic of Moldova Program.

This European instrument provides the operational framework for translating the strategic vision into concrete actions: exchange of best practices, harmonization of public policies, and strengthening of administrative capacity.

The general message of the event was consistent: the region has resources, identity, and international interest. What follows is the decisive stage—organizing this potential into a common, competitive, and well-promoted tourism product.

If the route uniting the Carpathians, the Prut, the Dniester, and the Black Sea is supported through genuine cooperation between administrations, the private sector, and the associative environment, “VIA MOLDAVIA” can become more than just a project—it can become a regional model for development through tourism.

From Potential to Implementation: From Declarations to Collaboration

The workshop in Chisinau demonstrated that the Republic of Moldova is in a stage of maturation regarding its tourism policies. The institutionalization of DMOs, the development of thematic routes, the integration of viticultural heritage, and the adoption of digital solutions indicate a paradigm shift.

The major challenge remains consistent implementation and regional coordination. If these directions are supported by coherent policies and smart investments, tourism can become not only a dynamic economic sector but a real engine for local development and cross-border cooperation.