Attractive Romania national cultural tourism programme won third place in the category of Best Promotion at the Destination of the Year 2025 Gala on Tuesday.
The top two spots on the podium were taken by remarkable tourism promotion projects, such as Via Transilvanica (1st place), whose communication began in 2018, and Craiova (2nd place), according to a press release.
In this category, the award was granted solely based on the votes of over 150 jury members, professionals in tourism, marketing and promotion.
"Traditional and online promotion play an essential role in the development of a destination and in strengthening the image of a project like Attractive Romania, which, through its structure, has a complex multimedia component. The international scope of a destination, such as Romania, can only be created through a sustained effort that has visibility both locally and globally. Only then can a diverse audience be reached, creating an authentic connection between visitors and the local culture. From this perspective, modern technology helps by adding accessibility and interactivity, facilitating an integrated and captivating tourist experience. This was the goal of the team that conceived and is implementing the Attractive Romania project: transforming it into a reference project, especially among tourists looking for unique experiences," Razvan Popescu, secretary of state with the Ministry of Investments and European Projects, is quoted as saying in a press release.
Tourists eager to discover Attractive Romania can access the website romania-atractiva.ro or the mobile travel app, available for free on iOS and Android. Users can explore a digital library available in five international languages, which presents each of the 275 main cultural landmarks with updated information in video, photo format, virtual tours, 3D animations, audio guidesand promotional texts.
Attractive Romania, the first national programme supporting cultural tourism, was launched in May 2024 and will be completed in June 2026. The programme, valued at over 36.35 million lei, is part of Component 11 - Tourism and Culture, Investment 1 - Promoting the 12 tourist/cultural routes in the National Recovery and Resilience Plan (PNRR). The main beneficiaries are local authorities, along with both Romanian and foreign tourists.
The programme is coordinated by the Ministry of Investments and European Projects and implemented together with the professional teams of the consortium declared the winner following the tender organised by the ministry in 2022: Terra Building, a Romanian company specialising in road infrastructure, which ensures the creation of signage infrastructure for landmarks, and Eventya, a company specialising in travel app development and content marketing, which developed the platform and content on it and ensures its maintenance, along with marketing and promotional activities.
The programme includes 12 thematic tourist routes that span the entire country, with 275 landmarks to visit, presented on the dedicated multimedia platform. These will be signposted through specific road infrastructure by 2026.
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