A New Voice Emerging in Europe’s Tourism Map
While the global tourism landscape is being reshaped by sustainability, innovation, and new traveler expectations, a small but remarkable country is stepping forward with confidence — the Republic of Moldova.
Located between Romania and Ukraine, Moldova is now redefining its place on the tourism map of Europe — not through mass tourism, but through authenticity, human connection, and cross-border collaboration, institutetourism.com reports.
At the Global Tourism Forum 2025 in Brussels, where global leaders and investors discussed “Redefining Tourism in a Changing World”, Moldova’s participation symbolized this shift. As President of APIT, I witnessed how the new global narrative aligns perfectly with Moldova’s vision: “tourism with a human face, rooted in community, sustainability, and emotion.”
🇲🇩 Authenticity Is Moldova’s Greatest Luxury
In a market saturated with destinations competing for visibility, Moldova stands out through what cannot be fabricated — authenticity.
Here, wine is not a marketing slogan; it’s a way of life. From the underground cathedrals of Cricova and Mileștii Mici, to the eco-monasteries of Zăbriceni and the ancient caves of Orheiul Vechi, travelers experience unfiltered culture, traditions, and heartfelt hospitality.
The new generation of travelers — those seeking depth over luxury — find in Moldova a genuine connection with people and place.
This is our advantage: “small is beautiful, and real is powerful.”
To harness this potential, Moldova must continue to invest in branding that reflects its authenticity, not imitation. The future of tourism is not about scale — it’s about storytelling that touches hearts.
💰 Tourism as an Investment Frontier
Tourism is not only a cultural bridge; it is an economic catalyst. Moldova has begun attracting attention from European and Middle Eastern investors interested in hotel development, eco-lodges, and spa & wellness centers.
Our strategic objective, as APIT, is to create a framework for Public-Private Partnerships (PPP) that will enable investors to see tourism as a profitable and sustainable sector.
Participation in platforms like the Global Tourism Forum, UN Tourism, and the EU Pact for Skills in Tourism has opened direct channels for Moldova to access both investment and expertise.
With the right regulatory reforms — particularly the creation of a National Tourism Office (NTO) and a Tourism Investment Fund — Moldova could achieve a transformation similar to what Georgia and Armenia experienced a decade ago.
Tourism can become Moldova’s new export — not of goods, but of experiences.
🤝 Cross-Border Cooperation – Building the Eastern Tourism Hub
Moldova’s geographical position makes it a natural connector between the EU and the Eastern Partnership countries.
Together with Romania and Ukraine, we are promoting the concept of the Iași–Chișinău–Odesa Tourism Hub — a cross-border corridor of experiences that links three cultures, three cities, and one shared future.
This initiative, supported by regional stakeholders and international partners, aims to create a model of joint tourism development, where borders become bridges.
In this framework, Moldova could host the first Black Sea Tourism Dialogue – Chișinău 2026, under the patronage of the World Tourism Forum Institute and APIT.
🌱 Sustainability and Education – The Core of Tomorrow’s Tourism
The modern traveler demands more than beauty — they expect responsibility.
Moldova’s tourism development strategy must align with EU Green Deal principles: energy-efficient hospitality, eco-certified accommodations, and rural tourism that sustains local communities.
Through the EU Pact for Skills and the creation of a National Learning and Skills Platform for Tourism (NLSP), APIT promotes education and training across both sides of the Nistru River — integrating civil society and businesses from the Transnistrian region into a unified tourism ecosystem.
A sustainable tourism model means not only protecting nature, but empowering people — guides, artisans, winemakers, and hosts — who are the real ambassadors of our country.
✈️ Moldova’s Message to the World
At the Global Tourism Forum 2025, surrounded by leaders such as Shaikha Al Nowais (UN Tourism), Eduardo Santander (ETC), Paul Griffiths (Dubai Airports), and Bulut Bağcı (WTFI), one message became clear:
“The future of tourism belongs to destinations that are real, resilient, and responsible.”
Moldova has all three.
Our mission now is to turn presence into performance — to move from participation to leadership.
Through partnerships, investment, and strategic storytelling, Moldova can evolve from a hidden gem into a recognized model of sustainable destination development in Eastern Europe.