Alexandr PALARIEV, manager of Frumushika Nova, Ukraine, at FERM 2025: “We have revived a destroyed village and transformed it into a living place, full of culture and hope.”

REGIONAL ECONOMIC FORUM MOLDOVA 2025

19th Edition – Vatra Dornei, 9–13 July 2025

Thematic panel:

Tourism and Destination Development in the Moldova Region

Speaker:

Alexandr Palariev – manager of Frumushika Nova, Ukraine

Topic of the talk:

“A regional example of economic revitalization through integrated tourism”

Present at the Regional Economic Forum Moldova 2025, held in Vatra Dornei between 9–13 July, Alexandr Palariev, the manager of Frumushika Nova, brought to the audience an impressive story about the rebirth of a community and its transformation into an international landmark for rural and agri-tourism.

Within Panel 7 – Tourism, Palariev presented the journey of the Frumushika Nova project, an initiative that blends history, culture, innovation and community spirit.

Gratitude and solidarity

At the beginning of his talk, Alexandr Palariev wished to thank the citizens of the Republic of Moldova and Romania for their support to Ukrainian refugees in the early days of the war.

“I would like to express my sincere thanks to the citizens of the Republic of Moldova and Romania for all the support and assistance offered to children and women who needed help in the first days of the war.”

This dimension of regional solidarity naturally introduced a project born from an act of resilience and reconstruction.

Rebirth of a destroyed village

Frumushika Nova was built on the ruins of an old Moldovan village destroyed by the Soviet regime.

“My father was born in this village. And when he was 13, the village was destroyed and he was deported. Sixty years later, our family decided to revive and restore this village.”

Thus, in the heart of Bugeac—a region whose name, of Turkish origin, means “forgotten corner”—a smart village came to life, built from scratch yet deeply rooted in local history. The former name of the village was “Brâncoveanu,” founded in 1822. Among the vestiges discovered here is a centuries-old grapevine, with a perimeter of 73 centimeters, considered the oldest in Ukraine.

Innovation and international recognition

Frumushika Nova is not only a story of reconstruction but also of innovation. In 2016, the Shepherd Monument, nearly 18 meters tall, was erected here and entered the Guinness World Records. Sculpted from labradorite—one of the most expensive types of granite—the monument symbolizes an indestructible bond with the pastoral tradition.

The village also hosts 12 themed museums, designed not only to showcase local heritage but also to provide visitors with an educational and instructive dimension.

“The goal of these museums is not only to demonstrate the specifics of the area, but also to inform and educate the tourists who come to visit.”

• In 2023, Frumushika Nova was named the most successful young tourism project in Europe.

• In 2024, at an international forum held in India, with over 8,000 participants, the project won the award for innovation in agri-tourism, for its contribution to sustainable development, the regional economy and the preservation of cultural heritage.

A living destination, even in times of war

Although located just 160 km from Odesa and 20 km from the Republic of Moldova—an area marked by uncertainty and proximity to the front—Frumushika Nova remains a living space devoted to development and culture.

“The very birth of this smart village has proved that we are not standing still; we are developing and moving forward day by day.”

Today, the tourist complex includes its own plantations, a plant, a hotel, a restaurant and multiple cultural facilities, becoming an integrated model of agri-tourism. Moreover, weekly conferences, including international ones, are held here—evidence that tourism and culture can survive and even thrive despite a difficult geopolitical context.

Conclusion: Frumushika Nova—an example of resilience, innovation and cultural identity

The case of Frumushika Nova, presented by Alexandr Palariev at the Regional Economic Forum Moldova 2025, is more than a simple tourism project. It demonstrates that memory, tradition and a love of one’s native land can be reborn even from ruins. The rebirth of the village of Brâncoveanu—destroyed by the Soviet regime and brought back to life through a family’s efforts—illustrates the power of community and the ability to turn tragedy into opportunity.

Today, Frumushika Nova is a smart village that combines cultural heritage with innovation, attracts tourists, conferences and international recognition, and actively contributes to the region’s economic development. The distinctions obtained at European and global level confirm that the model can be replicated elsewhere, showing how agri-tourism can become an engine of sustainable development.