Romania

Students: Simona Voiculet & Vlad Graur Subject : Enterprise Strategy

Romania - Key indicators

Population (millions), 2009...................................................21.5 Surface area ( square kilometers) .............................238.400 Capital Bucharest . ..2 millions people VI place in EU Gross domestic product (US$ billions), 2009.....................161.5 Gross domestic product (PPP, US$) per capita, 2009 ...11,869.2 Environmental Performance Index, 2010 (out of 163 economies) . ..45 1948-1989 under Communist Regime 1948 2004 joined NATO 2007 joined the EU

Where is Romania
Romania is the 7th large country in Europeean Union (10th in Europe ) after the number of the population and the 10th large country after the surface ( 13th in Europe) .

Since 1980 till 2000 no tourism strategy for Romania Till 2007 no real implication in the tourism sector In 2007 a Master Plan for a period of 20 years is implemented which contains two periods : 2007 2013 and 2007-2026 . The Tourism and Development Ministry is in charge of Tourism Sector in Romania

SHORT HISTORY ABOUT THE ROMANIAN TOURISM STRATEGY

Romania - Vision Statement

Mission : Tourism as a Romanian Engine of Economic Development

The Tourism Master Plan is to establish Romania as a quality tourism destination based on its natural and cultural heritage by 2013 and to generate environmentally sustainable growth in tourism at a rate in excess of other European destinations.

Romanian tourism can be divided into 3 major segments:

- Ecotourism, including: ,  cultural and religious tourism,  rural and ethnographical tourism,  mountain tourism,  adventure tourism,  urban tourism in medieval towns; - Aqua tourism, which includes the Danube Delta, Black Sea Coast and spa tourism; - Business tourism including meetings, incentives, conference and events (MICE), and urban tourism.

Romania - tourist presentation ( Offer )

Geographic and Environmental

In 2005 Romania was declared the 3rd geotourism destination in the World * Danube Delta's biodiversity (UNESCO World Heritage Site) Rich and varied countryside with picturesque villages Black Sea coast and beaches Carpathian Mountains The River Danube and extensive river network throughout the country Extensive cave networks Rich diversity of flora and fauna, many unique or most populous in Europe , especially large carnivores Good natural conditions for tourism activities skiing, hiking, riding, cycling, mountaineering, watersports, etc. *After Norway and Peru

The Danube Delta

The Sphinx Bucegi Mountains

The Statue of Dacian king Decebalus

Blea Lac - Blea Lake

Berca Mud Volcanoes

Wild Marmot In Retezat National Park

Caraiman Cross & Caraiman Peak

Romania - tourist presentation ( Offer )

Culture and Heritage

Diversity of heritage sites monasteries, archaeological sites, fortified villages etc. including 6 UNESCO World Heritage sites/areas Medieval towns Rural villages featuring traditional way of life and festivals Museums diverse themes World class performing arts - both classical and modern Wide range of traditional and folklore Festivals Legends Dracula etc. Sibiu Cultural Capital of Europe 2007

Pele Castle - Sinaia

CEC Palace - Bucharest

Sibiu

Sucevia Monestary

Constana Casino

Huniazilor Castle

Bran Castle ( Dracula Castle )

A traditional Dance

Romania - tourist presentation

- Bucharest - capital of Romania the largest political, industrial, administrative, cultural, scientific and tourism center of the country; It is the 6st largest city in EU ( After London ,Berlin , Madrid , Rome and Paris )

Romania - tourist presentation

Making its way through the heart of Romania, the Carpathian Mountains have remained one of the last places that have not been adulterated yet in Europe.

Romania - tourist presentation

- The Romanian seaside of the Black Sea this region is a complex one which increases its tourism value. It streches over 245 km, with the Danube Delta and the lagoon complex Razim- Sinoe to the North while to the South, on about 70 km, there is the seashore itself.

SWOT Analysis

The Strengths

35% of Europe's natural springs and "mofeta" providing wide range of spa treatments Diversity of heritage sites monasteries, archaeological sites, fortified villages , medieval towns etc. including 6 UNESCO World Heritage sites/areas Extensive rail network fourth largest in Europe Country of welcoming people and a tradition of hospitality Existing brands Dracula and Transylvania

SWOT Analysis

The Weaknesses

Unsustainable exploitation of natural resources even in protected area Major litter problem; insufficient waste collection and disposal facilities No database of festivals and cultural events available to permit effective promotion to visitors Uncoordinated ground transport between towns and airports Lack of strong, positive image abroad for destination Romania

SWOT Analysis

The Opportunities

Romania s adhering to EU structures Adaptation of Romanian legislation to EU demands, number increase of the tourism structures with a high comfort standard in concordance with international tendencies: all inclusive, of small sizes, personalised, initiation and development of programmes in the fields of tourism, protection and preservation of the beaches and coastal areas presence of important tour operators in the international tourism markets The increase in the international demand for different types of tourism destinations ( mountains , spa , rural , ecotourism etc) for which Romania has an extraordinary potential.

SWOT Analysis

The Threats

o The failure to implement the Tourism Development Master Plan o The impact of travel on climate change o The highly competitive nature of tourism destinations o The trend towards higher fuel prices o The increasing of the attractiveness elements of similar products in countries like Bulgaria, Croatia,Slovenia.

The Money Allocated for Tourism ( Euro Million )

700 600 500 400 State Buget 300 200 100 0 20 0 2009-2011 200 European Funds 612

2006-2008

Travel & Tourism indicators

T&T industry GDP (US$ millions) Employment (1,000 jobs) 2010 estimates 3,405 267 Percent of Total 1.9 3.2 2011 2020 annual growth (% forecast) 8.2 2.6 2011 2020 annual growth (% forecast) 7.3 2.6

T&T economy GDP (US$ millions) Employment (1,000 jobs)

2010 estimates 9,006 519

Percent of Total 5.1 6.1

International tourist arrivals (thousands), 2009..................1,272.1 International tourism receipts (US$ millions), 2009 ........1,227.4

Foreign visitor arrivals in 2010

From EU States : 4,508,000 Other European Countries

Hungary: 1,735,000 Bulgaria: 786,000 Germany: 395,000 Italy: 331,000 Poland: 238,000 Austria: 177,000 France: 131,000 Slovakia: 98,000 United Kingdom: 92,000 Czech Republic: 80,000 Greece: 71,000 Netherlands:66,000 Other EU States : 52,000

Moldova: 1,216,000 Ukraine: 672,000 Turkey: 265,000 Serbia: 244,000 Russia: 92,000

The Rest of the World

America : 171,000 Africa : 21,000 Asia : 195,000 Australia and New Zealand : 13,000

Domestic and Foreign Tourists

Foreign tourists Arrivals in accommodation units 5,6% growth in 2010 compared to 2009 11,6% growth in 2011 compared to 2010 ( the first 7 months ) Romanian tourists Arrivals in accommodation units +14,6 in 2011 compared to 2010 ( the first 7 months ) Romanian tourists in Overnights stays + 29,2 % in July 2011 compared to July 2010

Main Contributors

Targets the Potential

Provided the structural, product, service and marketing improvements recommended in this plan are implemented, foreign visitor arrivals are targeted to increase two and a half times by 2026 to 15.485 million.
Foreign Arrivals targets , by Source/Country/ies2006-2026
Origin EU Non-EU Europe North America Israel Japan Rest of the World Total 2006 2,803 2,886 164 62 14 108 2011 3,777 3,428 235 89 23 155 2016 4,900 4,022 337 128 37 222 2021 6,569 4,663 484 184 60 319 2026 8,642 5,340 695 263 86 459

6,037

7,707

9,736

12,279

15,485

Visitor Expenditure Targets 2006-2026

International Visitor Expenditure ( Euros million ) 877 1,726 2,947 4,798 7,740 Domestic Visitor Expenditure ( Euros million) 1,878 2,385 4,058 5,594 8,329 Total Visitor Expenditure ( Euro million ) 2,755 4,561 7,005 10,712 16,069

Year

2005 2011 2016 2021 2026

Estimate Total Earnings as a Percentage of GDP in Billion Euros

2005 Romanian GDP Total Tourism Earnings Earnings as a Percentage of GDP 79.3 2.755 3.5

2011 106.1 4.561 4.3

2016 142.0 7.005 4.9

2021 181.3 10.712 5.9

2026 231.3 16.069 6.9

Main Competitors

Compared with these countries Romania Bulgaria has an average index of competitiveness Turkey in tourism of 58.91, lower than the Greece values recorded in Hungary (78.44), Croatia Czech Republic (74.47), Bulgaria Poland (68.57%), Croatia (68.04), Poland Ukraine (66.03) and Slovakia (62.84), is superior Hungary to the Ukraine , Serbia and Montenegro. Slovakia Romania is more competitive in the Czech Republic prices charged, the environment, Serbia openness to international trade and Montenegro tourism as well as social services.

Travel & Tourism Competitiveness Index in Detail

Pillar
Tourism Infrastructure Air Transport Infrastructure Cultural Resources Ground Transport Infrastructure

Name
Presence of major car rental companies Number of operating airlines Number of World Heritage Cultural Sites Road Density

Place ( out of 139)

1 45 29 40

The old Brand

Bibliography
http://www.romaniatourism.com/ www.c-s-p.org/flyers/9781847182685-sample.pdf World Economic Forum - The Travel & Tourism Competitiveness Report 2011

Obrigado !
For Watching Romania Tourism Strategy