Action_Plan DEZV TURISM Romania 2007-2026

7/27/2019 Action_Plan DEZV TURISM Romania 2007-2026

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Romania National Tourism

Development Master Plan 2007-2026

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National Tourism Development Master Plan - Action PlanDRAFT

PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success

Criteria

STRUCTURALARRANGEMENTSEstablish a semi-autonomous National

Tourism Organisationreporting to a Private /Public sector Boardchaired by the StateSecretary of the Ministrywith responsibility forTourism.

Introduce legislationto establish a new

government fundednational tourismorganisation under aprivate/public sectorBoard withdevelopment,marketing and HRDresponsibilities andauthority to receive

external funding

Involvement of theindustry in the

management ofthe NTO shouldensure bettercollaboration andswifter progressindustry wide

6 months MIMMC-TPL

State Secretaryat NTA

n/a Legislationby spring

2008

Enable private sectortourism interests tocollaborate better withthe public sector

Facilitate a gatheringof industryassociations to forma Confederation ofTourism Associations

Allow the industryto addressgovernment with aunified voice andachieve bettercollaboration

6 months MIMMC-TPL

TourismIndustry

Associations

n/a By end 2007

NTO OfficesEvaluation of the

operations of the NTOoffices abroad with aview to reorganizing thenetwork

Cost benefit analysis

study to examine:street level vs. non-street level sites; useof Romanian staff vs.marketingrepresentationcontracts; reportingsystems betweenoffices and HQ;effectiveness of

To determine the

optimal form ofrepresentationabroad and toestablish a systemof performancemeasurement

6-9

months

NTO Private sector

associations

Own

resources

Study

complete byspring 2008


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Criteriamarketing andpromotionalprogrammes; anddefinition ofperformancebenchmarks/criteria

PLANNING AND

INFRASTRUCTURETo provide a nationalstrategic planning contextfor tourism development

Complete Section 6,Tourism, of theNational Spatial Plan

To provide anational strategicplanning contextfor tourismdevelopment

Ongoing Ministry ofDevelop-ment andPublicWorks

NTO n/a End of 2007

HUMANRESOURCEDEVELOPMENT

HRD Organisationand Coordination

EITHER

Create one focal point ofall HRD and trainingactivities to initiate,organise, coordinate andmonitor all trainingactivities

Establish a strongHRD, Training andTourism

Awarenessdepartment within a

new NationalTourismOrganisation

Establish aNational Hospitalityand TourismTraining AdvisoryCommittee

In order to ensurehospitality trainingkeeps up to datewith industryneeds a strong

private:publicsector partnershipis needed tooverseedevelopments

Ongoing MIMMC-

TPL + TA

Master PlanTask Force

- Ownresources

Committeeestablishedby end 2007


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CriteriaOR OR

Create a separateindependent NGO bodyto initiate, organise andcoordinate Tourism

Awareness Training andIndustry UpgradingTraining through its

mobile training team

Establish a MobileHospitality TrainingFoundation(MHTF), headed bya ManagingDirector, employingtrained and

qualified mobiletrainers, controlledby a ManagementBoard, representingpublic and privatesector

To establish a new(parastatal)National TourismOrganisation witha strong HRDdepartment, willtake some time

and effort. Inorder to be able toact fast inimplementing therecommendedactions anindependent NGOshould be created.

- MIMMCTPL

+TA

Master PlanTask Force

Private sectorassociations

Nationalbudget

Foundationestablishedby end 2007

Tourism Awareness ROMWELCOME

programme

Develop general tourismawareness and visitorsatisfaction for industrystaff

Train mobiletrainers anddevelop courseson tourismawareness andvisitor satisfaction(TA Expert)

Conduct tourismawareness trainingseminars withinthe industry(Mobile Trainers)

Conduct appliedtraining seminarson hospitality andtourism awarenessand guest

A Train-the-trainerapproach will havethe best possiblemultiplier effect,because of thehigh quantities andthe languagebarrier.

Theimplementation ofthis programme isa continuousprocess which willtake at least someyears

5 weeks

2-3 years

NTO/HRD

or MHTF

NTO/HRD

or MHTF

TA

Trade

Associations

ESF -HRDOP

ESF -

HRDOP

ESF -HRDOP

Mobiletrainerstrained andoperational


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Criteriasatisfaction for sparesort employees,including medicaland para-medicalstaff (MobileTrainers)

Upgrading ExistingSkills

Capacity building andInstitutional strengtheningof the NTO

Upgrade tourismadministration andorganisation skills(planning anddevelopment,research andstatistics, marketingand promotion,etc.). TA expert and

local trainers.

In order to createa strong NTO,implementinggovernment policyand strategy andprovide services tothe private sector,qualified NTO staffis a critical factor

2 years NTO/HRD+TA

- ESF -HRDOP

2 staff trainedper month2007 to end2008

Train the existing TouristInformation Officers inTourist Information andVisitor Centre operations

Upgrading courseon TouristInformation skillsthrough external TAexpert together with3 local trainers.

ProvidingInformation toTourists is a skill.This includescollection,preparing,producing anddisplaying tourist

information.

3 months NTO/HRD+TA

County andtown councils

ESF HRDOP

First courserun by end2007

PRODUCTENHANCEMENTBucharest CityBreaksGenerate off-peak(particularly weekend)

Open a TIC incentral Bucharest

Bucharest haspotential to

1 year BucharestCity

Airlines, hotels,arts venues,

EU-SFROP 5.3

TIC with boxoffice open


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Criteriatourism to Bucharest with satellites at

the airports Develop a central

reservationsfacility (boxoffice) for all mainperforming artsvenues and

events Provide adedicated non-stop bus shuttleservice betweenthe airports andcentral Bucharestconnecting to allflights

Provide a hop on

hop off bus tourof Bucharest

Develop anmarketingcampaign for CityBreaks inBucharest

emulate otherEuropean CityBreakdestinations.Hotels need toimprove weekend,summer andChristmas/New

Year occupancy.A short break toBucharest caninspire repeatvisits to other partsof the country.

Council NTO

Localauthorityandprivatesector

Localauthority

andprivatesector.

EU-SFROP 5.3

by 2008.Airportshuttleoperationalby 2008.Tourist busoperationalby 2008.

Marketingcampaign by2008.

Coastal TourismAttract low cost carriers

to Constanta

Continue

negotiations withlow cost carriersto establish anumber of highprofile routesattractive forindependenttravellers

Low cost carriers

have a proventrack record ofgenerating trafficand also generatemuch awarenessfor theirdestinations.

6 months Constanta

airport

Constanta

County Council

Own

resources

2 carriers

operating byend 2008

Danube Cruises


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CriteriaTo provide commonsystems of charging andadministrative operationsto cruise operators for allRomanian Danube ports

Convene annualmeetings of allrelevant Danubeauthorities andoperators toagree solutions tocommon issuesregarding

Danube Cruisetraffic

Compete moreeffectively withother Danubeports and makeRomania apreferreddestination foroperators

Annual NTO Port, Naval andlocal authorities,NavalDepartment ofMinistry ofTransport, tourand cruiseoperators, Die

DonauAssociation

NTO Meetingbefore end2008

Hiking

To publicise theconsiderableopportunities for hiking inRomania and make allrequisite informationavailable.

Preparedevelopment planfor trail mappingand datacollection.

First stage inhikingdevelopmentprogramme

3 months NTO andAdminist-rators ofnaturereservesandnational

parks

SALVAMONTand localauthorities

EU-SFROP 5.3and ownresources

Plan by end2007.

MICE

Produce feasibilitystudies for internationalconference centres inBucharest and Constanta

Appoint specialistconsultants toresearch theinternationalmeetings marketand identify theoptimum size and

configuration ofconferencecentres forBucharest andConstantaPrepare outlinedesignspecificationsand costs of

appropriate

Bucharest is theonly EU capitalwithout a purposebuilt conferencecentre capable ofhandling majorinternational

meetings andconventions. Itsconstruction wouldbring significantadditionalbusiness toBucharest and firsttime visitors to thecountry.

Constanta needs

3 months NTO Primarii ofBucharest andConstanta withRomanianConventionBureau

Ownresources

Studiescomplete byspring 2008


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Criteriacentres additional

attractions togenerate offseason businessfor coastal hotels.The local andregional meetingsmarket representsan opportunity forthis.

Spa ResortsIdentify market needs,potential and means ofpromoting to it.

Market researchinto the domesticand foreignmarket demandfor traditional spatreatment;expectations offoreign marketsof spa resorts;communicationschannels to spaclients

To determine if aforeign market canbe developed andspecify productenhancementsneeded to appealto it. Identifypromotionalchannels

3 months NTO Spa OwnersAssociation

EU-SFROP 5.3

Researchcomplete byspring 2008

Winter SportsImprove the viability ofcurrent facilities / resortsand ensure future

expansion responds tomarket needs

Commissionresearch intofuture market

demand forwinter sports toassist in planningof facility andresort expansion

New facilitydevelopmentshould be

contingent onproven demand

6 months NTO Local authorities EU-SFROP 5.3and own

resources

Study byspring 2008

INFORMATIONSERVICESEstablish a national Establish a This database is 6 months NTO TICs and EU-SF Database


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Criteriatourism database computerised

tourisminformationdatabase withsections updatedby TICs, NTOlicensingdepartment andother authorisedproviders

Provide dataoutputs towebsites, TICsand other users.

the source of datafor websites,promotionalmaterials and TICs

and on-going

industryassociations

ROP 5.3 operationalmid 2008

STATISTICS ANDRESEARCH

StatisticsExpansion to andimprovement of existingtourism statisticscollecting

Provision ofinternationaltechnicalassistance toNTO and RNIS

To advise uponthe introduction ofnew datacollectionmethodology andtechniques

3 months NTO/RNIS Border Police

Ministry ofTransport

NIRDT


New systemsoperationalfor 2009

DESTINATION

MARKETINGUpgrade and increasethe presence of, andavailability of informationon, Romanias tourismelectronically

Update andredesign thenational tourismwebsites in linewith touristmarkets needsand interests.

Develop material

To address theincreasing trendfor consumers toaccess the internetto research andbook their traveland tourismdestinations and

Immediateandongoing

NTO Private sectorassociations

EU-SFROP 5.3

Annualincrease of10% in sitevisits


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Criteriafor websiteoffshoots fromthe parent sitesfor majormarkets.

Study and selectfor subscriptionall independenttravel andtourism websites.

arrangements

To refine the programmeof participation at foreigntravel and tourism fairs toimprove costeffectiveness

Reduce overseastourism fairparticipation byconcentratinginitially only onprimary andopportunitymarkets.

Establish a set oftargets to be met(relating, forexample, to newcontactsgenerated andbookingsachieved).

Set criteria to be

fulfilled by privatesectorparticipants as acondition for theirsubsidisedparticipation

To reducewastage in respectof tourism fairparticipation andto establishmonitoring andevaluationsystems to enable

cost effectivenessto be assessed.

Immediateandongoing

NTO Private sectorassociations

Ownresources

Fair targetsmet

To create a strongdestination imagethrough the developmentof a powerful, coherent

Appointment of aspecialistinternationalbrand

To establish theperception ininternational &domestic tourist

6 months NTO Private sectorassociations,RegionalDevelopment

EU-SFROP 5.3

New brandadopted andused byRomanian


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Criteriaand persuasive brand development

creative agencyto research anddefine Romania'snational tourismbrand, and

Define a strategyfor its launch

markets ofRomania as adestinationoffering a diverseand distinctiverange of tourismproducts of specialappeal to currenttastes

Agencies,County andTown Councils

andinternationaloperators

To access the necessarytechnical andmanagement expertise todevelop, direct andcoordinate theprogramme of marketingand promotional activities

Recruitment of anInternationalTourismMarketingSpecialist toassist the NTOMarketingDirectoratebecome

established andproficient.

Outsideassistance isneeded in view of:the scale of theinstitutionalchanges andrelationshipbuilding needs(between the NTO

and the tourismprivate sector);and the depth ofthe knowledgerequired of tourismmarketing trends,techniques andtools.

Minimum2 years

NTO Private tourismsector and allother tourismstakeholders

EU-SFProgram

Access 6

FullyfunctioningNTOmarketingdivision byend 2009

ENVIRONMENTTo remove unsightly andunhealthy waste

Give priority tothe enforcementof disposal ofwaste by publicand privatesectors in anenvironmentallysound manner

The many openwaste dumps andillegal wastedisposal doesgreat damage tothe image ofRomania

1 year Ministry ofEnviron-ment andSustainableDevelop-ment

County andlocal authorities

Nationaland localbudgets

More rigidenforcementby end 2008.


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CriteriaTo remove the cause ofmuch non bio-degradablelitter

Introducelegislation toreduce thecirculation ofplastic bags andbottles

By charging forbags and placingdeposits on bottlesconsumers areencouraged todispose of themproperly

1 year Ministry ofEnviron-ment andSustainableDevelop-ment

NTA n/a Legislationproposed byend 2008

To remove the health andsafety risk posed by straydogs in Bucharest

Collaborate withanimal welfaregroups toimpound strayanimals and findresponsibleowners

Stray dogs pose athreat to healthand also ofadversedestinationpublicity if touristare attacked

1 year BucharestMunicipality

Animal welfareNGOs

Localauthoritiesand NGOs

50%reduction inhospital dogbiteadmissions

REGULATORYFRAMEWORK

To designate officialTourist InformationCentres

Introduce a legalrequirement for TICsto be approved by theNTO and that onlyapproved TICs mayuse the International'i' symbol

Maintain highquality standardsfor TICs so thatvisitors know whatservices they canexpect from them.

6 months NTO Local authorities n/a Legislationby spring2008

Enable TICs to recoupsome of their costs andprovide additionalservices

Authorise existingand future TICs toundertakecommercial activities

publication salesand reservations.

Visitors areprepared to payfor qualityinformation andTICs should seekto reduce theircosts bygeneratingrevenue providedthis does notunderminecommercial

2 years Localauthorities

NTO n/a Legislationby spring2008


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Criteriaoperators'activities

Improve the monitoring ofaccommodationstandards

Makeaccommodationlicensing andclassification anannual requirementand subject topayment of fees

Annual reviewsnecessary toensure standardsare maintained.Fees contributetowards the cost ofthe additionalassessorsrequired

6 months NTO MIMMCTPL n./a Legislationby spring2008

Remove unecessarycontrols

Discontinueclassification ofrestaurants andcateringestablishments

The industry issufficientlydeveloped to helptourists makeinformed choicesof where to eat.

6 months NTO MIMMCTPL n/a Legislationby spring2008

Make the

accommodationclassification systemmore user friendly andthe gradings moremeaningful

Rationalise the

categories into whichaccommodation isclassified andintroduce moreeffected means ofassessing quality.(Technicalassistance)

Current

classifications areconfusing and thegradings imprecise

1 year NTO MIMMCTPL Own

resources

Develop new

system bymid 2008.Introduce in2009.

Clarify tourism legislation

through consolidation

Introduce a new

tourism lawincorporating theexisting laws,revisions and newrecommendations

Tourism

legisl;ation isdiffuse and causesconfusion

1 year MIMMC-

TPL

NTO n/a Legislation

by end 2008


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PRIORITY SHORT TERM

No Discipline / Objective Action Rationale Duration Lead Partners Funding SuccessCriteria

STRUCTURALARRANGEMENTSEstablish a nationalnetwork of TICsproviding commonservice levels

Produce guidelinesfor theestablishment andoperation of a TIC;work with the"owners" of TICs toestablish theircentres; installequipment; trainstaff; publicisenetwork

To satisfy theinformation needsof the increasingnumber ofindependenttourists and assistwith localreservationsparticularly forsmallestablishments.

5 years NTO LocalAuthoritiesand otherTICsponsors

EU-SFROP 5.3

Guidelinesby spring2008.Upgradeproposalsby end2008.Trainingby end2008.

PLANNING AND

INFRASTRUCTURETo provide a regionalplanning context andstrategic guidelines totourism development.

Prepare integratedtourism developmentplans for each of the8 developmentregions

To provide aregional planningcontext andstrategic guidelinesto tourismdevelopment

2 years RDAs NTO PHARE By mid2008

To provide local,

municipal and commune,Tourism Plans

Prepare integrated

tourism developmentplans for eachtourism destinationidentified in theRegional TourismPlan

To provide a

planning contextand strategicguidelines totourismdevelopment

3 years Local

governments

RDAs

NTO

PHARE By end

2008

To provide guidelines andsample documents for the

Prepare acomprehensive set of

To provide detaileddesign and

1 year Ministry ofDevelopment,

NTO, Ministryof Culture

Ownresources

By mid2008


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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success

Criteriapreparation of Tourismzone developmentStandards andGuidelines.

architecturalguidelines andplanning standards tobe met in thedevelopment oftourist facilities andareas

developmentstandards fortourismdevelopments

Public Worksand Housing

and Cults,Ministry ofEnvironmentandSustainableDevelopment

Winter Sports

Ensure environmentalprotection and wellplanned resorts

Make viablebusiness plans,environmentalimpact studies,and integratedtown plansmandatory fornew winter sportsdevelopments

Prevent ad hocdevelopments,which impactadversely on localinfrastructure andthe environment

1 year Ministry ofDevelopment,Public Worksand Housing

NTO n/a Issuedirective byspring 2008


Tourism Awareness ROMWELCOMEprogramme

Develop general tourismawareness and visitorsatisfaction for public

sector tourism officials.

Conduct shortapplied trainingseminars on

hospitality andtourism awarenessfor NTO officials(Mobile Trainers)

In order to create astrong NTO,implementing gvt.

policy and strategyand provideservices to theprivate sector,qualified NTO staffis a critical factor

3-4months

NTO/HRD

or MHTF

ESF -HRDOP 10 coursesby end

2008

Develop general tourismawareness and visitorsatisfaction for special

Conduct appliedtraining seminarson tourism

Many employeesand officials are notdirectly involved in

1 year NTO/HRD

or MHTF

Ministry ofthe InteriorMinistry of

ESF -HRDOP

10 coursesby end2008


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Criteriagroups indirectly involvedin tourism but directlydealing with tourists

awareness andvisitor satisfactionfor immigration,customs, borderpolice atinternationalairports and borderposts. (MobileTrainers)

Conduct shortapplied trainingseminars ontourism awarenessand visitorsatisfaction formuseum staff(Mobile Trainers)

the hospitality andtourism industry,but are dealingdirectly with touristsand theirperformance is alsocritical for visitorsatisfaction and theimage andreputation of thecountry.

2 years NTO/HRD

or MHTF

Finance

Ministry ofCulture andCults

CountyCouncils

ESF -HRDOP 10 coursesby end

2008

Develop general tourismawareness and tourismunderstanding amongpublic authorities(benefits of tourismdevelopment)

Develop anddistribute a tourismawareness toolkit,containing flyersand other materialcontaining basichospitality andtourism awarenessinformation(TA Expert)

The understandingof the basicprinciples ofhospitality andtourism is criticalfor national,regional and localdecision-makingauthorities. Thisincludes the 8

RegionalDevelopment

Agency staff.

3-4months

NTO/HRD

+TA

County andTownCouncils

8 RDAs

ESF -HRDOP

Toolkitdistributedby end2008

Formal VocationalTraining

ROMSKILLSprogramme

Start and facilitatespecialised formalvocational hospitality

Develop a networkof HospitalityTraining Institutes,

Start modernformal hospitality

3 years Privateinitiatives

Ministry ofEducation,Research

ESF HRDOPand private

Firstinstituteopen by


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Criteriatraining in partnership withEuropeanhotelschools, whowill assist incurriculumdevelopment,teacher training,cooperation andexchange.

A number ofexisting non-operational (spa)hotels can betransformed intoregionalhotelschools, bydevelopingpractical training

facilities.

training in Romania

Train according tothe quantitative andqualitative needs ofthe hospitalityindustry.

Train for jobs andaccording tooccupationalstandards.

Train according toEuropeanhospitality trainingstandards

Ministry ofEducation,Research andYouth

and Youth

MIMMCTPL

EuropeanHotel schools

sector end 2008.

8 by 2013.

Review, restructure andimprove formal vocationaltourism education andtraining

Review and updatethe coursestructure,curriculum, syllabusof travel andtourism relatedcourses at existingspecialised training

institutes (TAExpert)

Develop up-to-dateoccupationalstandards(TA Expert)

Develop up-to-dateEuropean tourismtraining standards

Improve formalvocational trainingfor the travel andtourism sector

Train according tothe quantitative andqualitative needs ofthe travel andtourism industry

Train for jobs andaccording tooccupationalstandards.

Train according toEuropeanhospitality training

6 months NTO/HRD

+TA

Ministry ofEducation,Researchand Youth

ESF HRDOP

Changesintroducedby end2008


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Criteria(TA Expert) standards

Improve inter-ministerialcoordination andcommunication on formalvocational training needsand access of funds

Establish an inter-ministerialcommittee onvocationalhospitality andtourism training

Share andcoordinateeducationalresponsibilities

3 months MIMMCTPL Ministry ofEducation,Researchand Youth

MIMMC-

TPL

Ministry ofLabour

n/a Firstmeeting byspring 2008

Upgrading ExistingSkills

ROMSERVICEprogramme

Create a TrainingAwareness within theHospitality and Tourismindustry

Hospitalityemployers trainingawarenesscampaign (media,conferences,

publications)

To create betterawareness andunderstandingabout the needsand importance of

continuous on-the-job staff training.Training staff is aninvestment, not acost

3 months NTO/HRD TradeAssociations

TradeMagazines

ESF HRDOP

Initialcampaigncompleteby mid2009

Upgrading supervisoryand management skills

Train supervisors on in-house on-the-job trainingtechniques

Upgrading operationalskills for middlemanagement level

Train-the-trainermobile trainingteam (TA Expert)

Developmentmultidisciplinarycourse programme(TA Expert +Mobile Trainers)

Curriculum andcourse materialdevelopment(TA Expert +

Better supervisedstaff is happier staffand happier staff is

better staffproviding betterquality of services

Only part of thestaff needs to bepre-trained.Unskilled staff canbe trained on-the-

job by supervisors

3 years NTO/HRD

or MHTF

+TA

TradeAssociations

Private sector

ESF HRDOP

Programmelaunchedby end

2008


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CriteriaMobile Trainers)

Programmemarketing, PR andorganisation(NTO/HRD orMHTF)

Programmeimplementation

(Mobile Trainers)

and managerstrained on in-housetraining techniques.

Supervisors needupgrading inoperational skills totrain and supervisestaff

Upgrading operationalskills on a variety ofdisciplines and subjects

Developmentmultidisciplinarycourse programme(TA Expert +Mobile Trainers)

Curriculum andcourse materialdevelopment

(TA Expert +Mobile Trainers)

Programmemarketing, PR andorganisation(NTO/HRD orMHTF)

Programmeimplementation

(Mobile Trainers)

To improveoperational skills inorder to providebetter qualityservice in thehospitality andtourism industry. Tostrengthen the

competitive positiontowards successfuland sustainabletourismdevelopment.

3 years

ongoing

NTO/HRD

or MHTF

TradeAssocia-tions

Private sector

ESF HRDOP

Programmelaunchedby end2008

Upgrading of the existingTourist Guiding skills andimprove the licensingsystem and requirementsfor Tourist Guides

Develop andimplementupgrading courseon Tourist Guidingskills (TA Expert)

Review thequalification criteriaand improve the

To improve andupgrade the touristguiding skills oflicensed touristguides

4 months NTO/HRD +TA ANAT andtradeassocia-tions

ESF HRDOP

5 coursesrun by end2008


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Criteriaexisting registrationand licensingrequirements forTourist Guides (TAExpert)

Improve theexisting touristguide training byintegrating thespecific tourguiding skills in thecurricula, accordingto Europeanstandards (TAExpert)

Train new TouristInformation Officers inTourist Information andVisitor Centre operations

New local trainersto train newlyrecruited TIC staff.

ProvidingInformation toTourists is a skill.This includescollection,preparing,producing anddisplaying touristinformation.

1 weekcourses

NTO/HRD +TA County andtown councils

ESF HRDOP

Firstcourses runby end2008

PRODUCT

ENHANCEMENTCavesTo provide additional andunusual tourist attractionsin areas on touristiccircuits

Administrators ofcaves suited togeneral publicvisits to developvisitor access,thematic lighting,interpretation and

To provideadditional visitopportunities ontourist circuits andin national parks inorder to extendvisitor length of

5 years Caveadministrators

Emil RacovitaSpeleologicalInstitute,RomanianFederation ofSpeleology

EU-SFROP 5.2

Fourdevelopment planssubmittedfor fundingby end2008


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Criteria

visitor receptionfacilities

stay and addvariety to the visitorexperiences onoffer

Coastal TourismTo avoid piecemealdevelopments andrestore the cohesion ofproduct offer in individualcoastal resorts

Individual localauthorities todevelopintegratedtourismdevelopmentplans geared tocurrent and futuremarket needsand to theextension of theseason

Resorts need toestablish a cleardirection for all theircomponentbusinesses in orderto overcome thecurrent lowstandards resultingfrom a fragmentedapproach

1 year Localauthorities

CountyCouncil

Ownresources

All localauthoritieshave plansby end2008

Coastal Tourism

To overcome theconflicting interests ofoperators resulting in animpaired product offer

Establish resortmanagementcompanies tocoordinateservice provisionand quality,provide directionfor the resort andimprove

marketing

Fragmentation ofownership andconflictingstakeholderinterests arecurrently having adetrimental effect.Collaboration tomutual benefit is

necessary forsuccess.

1 year Localauthorities

Resortstakeholders

n/a Minimum of3 resortmanagementcompaniesby end2009

CyclingTo establish the DanubeCycling Route asRomania's first longdistance cycling trail

Prepare fundingapplication to: Complete

mapping, androute descriptionfor the Danube

By establishingRomania's firstmajor cycling routeit is intended toidentify the countryas a cycling

1 year National CycloTourism

Associationand NTO

GTZ EU-SFROP 5.2

Fundingproposalsubmittedby mid2008.Implemente


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Criteria

trail includingpublicity material

Complete sign-posting of theroute

Researchpromotionalchannels tocycling

enthusiasts Undertake a

promotionalcampaign for theDanube CyclingRoute

destination andencourage furthertrail development

d by end2009

Danube CruisesTo provide a user-friendlysystem for advice of

ships' manifests

Establish aclearing house

for thedissemination ofship andpassengerschedules toports, operatorsetc.

Reduction ofbureaucracy for

cruise operatorclients and ability tocollect data onvisitor traffic

On-going NTO Portsauthorities,

tour andcruiseoperators

NTO In place for2008

season

Danube Cruises

To promote repeat visits

by Danube Cruisepassengers

Despatch follow-

up promotionalmaterials topassengers.

Cruise passengers

are primecandidates forlonger repeat visits

On-going NTO Cruise

operators

EU-SF

ROP 5.3

In place for

2008season

Danube Cruises

To provide quality shipand visitor receptionfacilities at all dockingpoints for Danube cruisevessels

Ports and localauthorities toprepare andimplement portreception and

Ensure smoothhandling of visitorsand offer a qualitywelcome toRomania

2 years Danube RiverPorts

Administrationand DanubeSea Ports

Localauthorities

EU-SFROP 5.2

Fundingapplications by mid2008Implement


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Criteria

access facilityplans

Administration(APDF and

ADPM) andMinistry ofTransport

for 2009season

Hiking

To publicise theconsiderableopportunities for hiking in

Romania and make allrequisite informationavailable.

Engagecartographictechnical

assistance Implement

mapping anddata collection forexisting trails andmake certificationof new trailscontingent onprovision of such

data. Research hiking

market. Develop and

implement hikingmarketing plan.

Revisecertificationcriteria for trails

to include allinformation, GPSdata etc. requiredfor maindatabase.

By presenting fullcartographic andother data on hiking

opportunities inadvance the fullrange ofopportunities canbe promoted tohikersinternationally

5 years NTO andAdministratorsof nature

reserves andnational parks

SALVAMONT and localauthorities

EU-SFROP 5.3and own

resources

Existingtrailsmapped

andresearchcompleteby end2008.Marketingcampaignfor summer2009.

MICE

Sumit feasibility studiesfor internationalconference centres inBucharest and Constanta

Appoint specialistconsultants toresearch theinternational

Bucharest is theonly EU capitalwithout a purposebuilt conference

3 months Primarii ofBucharest andConstanta

NTO andRomanianConventionBureau

EU-SPROP 5.2

Fundingrequestsubmittedby end


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Criteria

to potential investors meetings marketand identify theoptimum size andconfiguration ofconferencecentres forBucharest andConstanta

Submit feasibility

studies, outlinedesignspecificationsand costs ofappropriatecentres topotential funders.

centre capable ofhandling majorinternationalmeetings andconventions. Itsconstruction wouldbring significantadditional businessto Bucharest and

first time visitors tothe country.Constanta needsadditionalattractions togenerate offseason businessfor coastal hotels.The local and

regional meetingsmarket representsan opportunity forthis.

2008

To attract an increasingshare of the itinerantinternational meetingsmarket to Romania

Agreecollaborationbetween NTAand RCB toupgrade thecapacity of theConventionBureau

Secure technicalassistance to setup systems andtrain Bureau staffin sales researchand sales

Produce targeted

Romania isneglected as alocation forinternationalmeetings as it hasa low profile in thesector. Researchand targetedmarketing by aneutral agency canmake significantinroads into themarket

3 yearsand on-going

NTO RomanianConventionBureau


Train jointstaff spring2008.

Materialsproducedby end2008


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Criteria

sales materialsand website

Museums andHeritage AttractionsTo develop museum andheritage attractions toprovide best practicevisitor interpretation andwelcome facilities

Provide customercare training tostaff

Museum staffshould act as hostsrather thanguardians in orderto improve visitorsatisfaction.

1 daycourses

Museum,gallery andheritageattractiondirectors

Ministry ofCultureandCults,CountyCouncils,NTO

ESF -HRDOP

Initialtrainingcompleteby mid2008

Salt MinesTo enhance the visitorappeal and facilities atsalt mines in order toincrease the range ofattractions and localbusiness

Implement Praidminedevelopmentproject includingvisitor receptionfacilities, minevisit experience

and marketing Develop

feasibility studiesand businessplans for otheraccessible minesand secure donorand/orcommercial

investors

Salt mines are bothbeneficial treatmentcentre andattractive'alternative' visitorattractions with thepotential to

increase visitorstays

5 years Salrom CountyCouncils andlocalauthorities

EU-SFROP 5.2

At leastone minerefurbishedby end2009. Twomore byend 2013.

Spa ResortsAssist spa resorts andowners identify productdevelopmentrequirements and advisemarket potential

Publish and presentmarket research tothe spa industry andresorts

By quantifyingmarket demandand product needsspa owners andresorts can makereasoneddevelopment and

1 month NTO Spa OwnersAssociationand localauthorities

NTO Spring2008


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Criteria

marketing plans

Eradicate confusion overresponsibilty for publicspa facility maintenanceand distribution

Clarify spa waterconcessionaireobligations andstandardisedistributionprocedures andpublic access

Ensure the focalpoint of spa resorts

the naturalsprings aremaintained in aproper manner both aestheticallyand financially

3 months Ministry ofEnvironmentSustainableDevelopment /National

Agency forMineralResources

NTO and SpaOwners

Associationand localauthorities

n/a Spring2008

INFORMATIONSERVICESSignageIntroduce a uniformnational brown tourismroad sign scheme

Establish nationalcriteria for browntourism roadsigns (TA

assistance) andissue guidelinesto localauthorities

Tourism signageboth facilitatestourist orientationand encourages

additional visits.Avoidance oflocalise styles isdesirable.

1 year Ministry ofTransport RomanianNational

Company ofMotorways andNational Roads

NTO EU-SFROP 5.2

Guidelinescompleteby end2008

STATISTICS ANDRESEARCHMarket ResearchPut in place a rolling

programme of marketresearch to include bothone-off and regularactivities

Conduct

continual,seasonal, orannual visitorarrival/departure/expenditure andsatisfactionsurveys

To monitor visitor

arrivals/expenditure/ motivation/attitude andsatisfaction fromtheir visitexperience withinRomania

On-going NTO/RNIS Border Police

NIRDT

Own

resources

First

studies in2008

Conduct To monitor the On-going NTO NIRDT Own First


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Criteria

evaluation oftradefair/exhibitionattendance

costs and benefitsof participation inthese activities

resources studies in2008

Commence aprogramme ofplanned marketresearchtargeting

identified nationalmarkets andmarket segments

To become awareof market trendsand opportunitiesthat will informfuture marketing

and developmentstrategy

On-going NTO NIRDT Ownresource

Firststudies in2008

Assessment of thepotential in key targetmarket segments andidentification ofmarketing strategy,

positioning andprogramme of activities torealise this potential.

Study of keyprimary andopportunityinternationalmarkets.

Particularattention to bepaid to the youthtourism marketsegment.

To provide detailedspecification of themarketopportunities forRomanias tourism

and how best toexploit these tomaximum benefitfor the country

3 years on basisof 3 ayear

NTO All privatesectorassociations

Ownresources

3 studiescompletedper year

DESTINATIONMARKETINGTo equip travel industry

personnel in internationalsource markets withsufficient productknowledge andconfidence to sellRomania to the travellingpublic

Design and

operate a seriesof familiarisationvisits toRomanias touristattractions andfacilities forgroups ofpersonnel fromtour operators

There is a need to

increaseawareness ofRomanias tourismproduct offeringamong the travelindustry personnelof internationalsource markets

Immediat

e andongoing

NTO and its

offices abroad

Private sector

associationsand individualoperators(i.e. transportcompanies,travelorganisers,hotels/ andresorts)

NTO

budget andin-kind byprivatesector

Inclusion of

Romania in10additionaloperators'programmes by 2009

R i N ti l T i


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Criteria

and travel agentsfrom primaryinternationalmarkets

To generate positivemedia coverage ofRomanias touristattractions and facilitiesthrough editorial features

in general interest andspecial travel and tourismpublications, televisionetc.

Stimulate,support andfacilitate mediavisits to Romania

As part of theimage buildingactivities for thecountry, thereneeds to be a

series of articlesand features thatcome in front of,and influence, thetravelling public

Immediate andongoing

NTO and isoffices abroad

Private sectorassociationsand individualoperators(i.e. transport

companies,travelorganisers,hotels andresorts)

NTObudget andin-kind byprivatesector

Tripling ofeditorialcoverage2008 over2007

ENVIRONMENTTo remove unsightly andunhealthy waste

Introduce anational 'Keep

Romania Clean'campaign

To improve theimage of Romania

1 year Ministry ofEnvironment

andSustainableDevelopment

County andlocal

authorities

Ownresources

Campaignlaunched

by end2008.

INVESTMENTPOLICYSkills DevelopmentSkills development for

new NTO investmentadvisory staff

Course or short

courses for 8 newinvestment advisorystaff

To introduce

tourism market anddevelopmentappreciation andskills developmentfor investmentadvice

8 x 5

days

NTO UNDP ESF -

HRDOP

All staff

trained bymid 2008



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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success

Criteria


Tourism Awareness ROMWELCOMEprogramme

Integrate tourismawareness in primaryand secondary schoolcurriculum

Organise a series ofpilot seminars forprimary schoolteachers onintegrating hospitalityand tourismawareness in schoolcurricula (TA Expert+ Mobile Trainers)

Develop anddistribute teachersmanuals for primaryand secondaryschools(TA Expert + MobileTrainers)

Develop anddistribute hospitalityand tourism industrycareer opportunitiesbrochures for pupils(TA Expert)

Launch Follow theright steps towards acareer in hospitalityand tourismprogramme(TA Expert)

Public hospitalityand tourismawareness shouldstart as early aspossible, at primaryschool.

To provideinformation about

job and careeropportunities at all

secondary schools.

3 months NTO +HRD TA

Ministry ofEducation,Research andYouth

ESF -HRDOP

Schoolcurriculaadapted



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Criteria

Develop public tourismawareness

Develop andimplement a numberof public tourismawarenesscampaigns(TA Expert)

It is important forthe public tounderstandhospitality andtourism andappreciate theimportance andbenefits for thecountry and its

economy.

2 years NTO/HRD

or MHTF

+TA

GovernmentCounty andCity Councils

ESF -HRDOP

First publiccampaignrun by end2008

HRD Organisationand Coordination

Introduce a HospitalityTraining Levy

Introduce aHospitality TrainingLevy by 2010

European StructuralFunds are useful tocatch up, but arenot sustainable.

A Hospitality

Training Levy Fundensures sustainablefunding of trainingefforts.

- MIMMC-

TPL, NTOor indepen-dent TrustFund

Private sectorassociations

Ownresources

Legislationby mid 2009

Spa resorts

Provide professionalservice levels in sparesorts

Develop vocationaltraining courses forspa treatment staff

featuring nursing,guest relations,beauty treatmentsand wellnesstechniques

Ugrade currentstaff skills anddevelop new staff

to welcomeguests rather than"patients"

5 years Spaownersand

operators

NTO HRDDept

ESF -HRDOP

Firstcourses byend 2008



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Criteria

PRODUCTENHANCEMENTMuseums andHeritage Attractions

To develop museumand heritageattractions to provide

best practice visitorinterpretation andwelcome facilities

Introduceinnovativepresentation

techniques Provide catering

facilities whereapplicable

Expand retailoperations

Heritage attractionand museumvisitors are

seeking a fullerexperience than apurely visit. Awarmer welcome,betterinterpretation andfacilities increasesvisitor appeal and

generates morevisitors andincome.

3 years Museum,galleryand

heritageattractiondirectors

Ministry ofCulture andReligious

Affairs,CountyCouncils,NTO

EU-SFROP 5.2and own

resources

5 museumsrenovatedby end

2009.10 more byend 2013.

Spa ResortsTargeted marketing ofspa resorts in foreignmarkets

Development ofinternational marketingcampaign to spa usersand intermediaries for"export ready" spa

resorts includingcollateral materials,media visits,romaniatourism websitefeature, etc.

Based onresearched productneeds and marketsegments launchthe Romanian spa

resort product rangein appropriatemarkets

3 years NTO Spa OwnersAssociation

EU-SFROP 5.3

Firstcampaign byend 2008

Upgradeaccommodation,treatment facilities andresorts to meet market

Upgrade hotels,modernise treatmentfacilities, introduce newwellness and beauty

Match product offerto identified marketneeds

5 years Spaowners andoperators

Spa resortPrimars

Ownresources

20 majorprojects by2013



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Criteria

needs facilitiesUgrade resort facilitiesand attractions

Upgrade resortinfrastructure in publicarea, provideentertainment andactivities for visitorsand inform visitors ofattractions of regionaround the resort

Broaden the appealof the destinationbeyond specific spatreatments so as toattract a widerrange of visitors

5 years Primars ofSpa resorts

Spa ownersand operators

EU-SFROP 5.2

10 fundingrequests by2010

Winter SportsImprove utilisation ofwinter sports facilities intraditional low season

Stagger Februaryschool holidaysover two or moreweeks

Create anopportunity forWinter sportsresorts to attractnew clients andimprive facilityutilisation

1 year Ministry ofEducation

NTO n/a Staggeredholidays by2009

INFORMATIONSERVICESSignageDevolve implementationof signage system tocounty and local levels

Develop plans andrequirements forbrown tourismsigns for all roadstogether with costs

Local authorities arebest placed toidentify local needsand develop plansbased on localknowledge

3 years CountyCouncils

Ministry ofTransport RomanianNationalCompany forMotorways and

NationalRoads

n/a 10 countiesby end 2009

All by 2010

Secure majority grantfunding for initialinstallation of signage to"public" locations

Secure fundingtowards costs ofimplementation ofsignage proposals

The initialrequirement forsigns is large andbeyond annualbudgets


RDAs &Ministry ofTransport

EU-SFROP 5.2

30 requestsmade by end2010

Secure private sectorfunding for signage to

Disseminatecriteria and

Reduction in "fly"posting of signs to


Private sectoroperators

Privatesector

Systemoperating by



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Criteria

commercial tourismproducts and services

applicationmaterials to privatesector tourismoperators

private tourismbusinesses andreduction in signagecosts to public

2012

STATISTICS ANDRESEARCHMarket research

Put in place a rollingprogramme of marketresearch to includeboth one-off andregular activities

Undertake ad-hocresearchactivities asparticular needsor opportunitiesarise

To enable NTO torespond tounforeseenchanges oropportunities inthe marketingenvironment

On-going

NTO NIRDT OwnResources

Firststudies in2008

ENVIRONMENTEstablish a 'RomaniaInflorita' competition

Commission amethodology forthe establishmentof a competitionto encourage tidy,colourful andflower-full townsand villages

Launch the'Romania Inflorita'competition

Securesponsorship forits continuedoperation

Such competitionsare proven todecrease litter,increase civicpride and providean attractiveimage to thedestination

3 years NTA Ministry ofEnvironmentandSustainableDevelopment,County andlocalauthorities

Donorsinitially.Corporatesponsorsthereafter

Studycompleteby mid2008.Competitionlaunchedfor 2009.



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Criteria

INVESTMENTPOLICYInvestment Forum

Attract domestic andinternationalinvestment into the

Romanian tourismsector

Organise the firstNational TourismInvestment

Fair/Forum inRomania

To bring potentialinvestors to meetwith the

promoters ofprojectopportunities toassist thedevelopment ofRomanian tourism

2 days NTO UNDPRDAsChambers of

Commerce

OwnResources

EU-SFROP 5.3

Forumstaged2009

Documents

Action_Plan DEZV TURISM Romania 2007-2026