Romania plans new strategies for UK market

August 11, 2000, 12:26

Journal: TWUK	Section:
Title:	Issue Date: 01/05/00
Author:	Page Number: 33
Copyright: Other

Romania plans new strategies for UK market

Marketing and promotion

Report by BRIANRICHARDS

affected by the Kosovo crisis.

“Figures were down in the first half of last year but increased by 8% in the last six months. We didn’t do too badly compared with other countries in the region and I’m optimistic for this year,” she said.

Public interest in Romania is concentrating on Transylvania, the country’s painted churches and monasteries and Maramures, with its traditional wooden buildings.

However, from May 25-28, the resort of Poiana Brasov will be the focus as it stages the second World Dracula Congress, pulling in fans of Bram Stoker’s creation from the UK, the US, Canada and Japan.

The first of two agent educationals will visit Romania this month, taking in Bucharest, the Carpathian Mountains and rural culture. A second fam trip planned for autumn will focus on the ski product.

“The past winter has been better than the previous season for ski and we’ve seen an increase in UK numbers,” said Iordache. “Snow conditions have been good and that has helped.”

She added that new investment in Poiana Brasov is encouraging specialist operators to take a fresh look at Romania’s leading winter sports resort.

The new Hotel Tirol – venue for the Dracula congress – is now open, while other hotel accommodation has been upgraded and extra villas have been added. On the slopes, floodlighting and snow-making equipment have been installed.

In Bucharest, the opening of the Grand Hotel Marriott and Accor’s Hotel Nord are scheduled for October. A new Holiday Inn will open at the capital’s Otopeni Airport in December.

Romania is stepping up its UK tourism promotion this year by pushing through a trade and consumer advertising campaign that will run until the end of next year.

Romanian Tourism Promotion Office’s UK director Maria Iordache said: “Last year’s UK marketing budget was £225,000 and this year, there has been a significant increase.

“It allows us to extend our promotion of the whole country – our advertising will cover Bucharest, the beach, the cultural attractions and wildlife.”

A second campaign, to be launched from Bucharest in the autumn, will present Romania as the ‘millennium destination’ and concentrate on the country’s traditional and rural aspects.

Iordache is confident Romania will see an increase in UK visitor numbers this year. The incoming figure remained static at 54,000 last year, having been affected by the Kosovo crisis.