The Ministry of Tourism is intensifying the promotion of Romania as a tourist destination in the United Kingdom by participating in the „World Travel Market” (WTM) international tourism fair and through an outdoor campaign (OOH) carried out on buses in London, Manchester, Birmingham, and Liverpool.
These initiatives are taking place simultaneously in November, around the winter holiday season, and are aimed at attracting British and international tourists.
The Ministry of Economy, Entrepreneurship, and Tourism (MEAT) is participating, from November 5th to 7th, at WTM London, a benchmark event for professionals in the tourism industry. Romania's national stand brings together 35 co-exhibitors, including tour operators, hoteliers, associations, federations, and Destination Management Organizations.
Within Romania's stand, co-exhibitors have dedicated spaces for Business-to-Business (B2B) meetings and a conference area where they will hold presentations about the local tourism offer throughout the three days of the exhibition.
In addition, the folk ensemble from Craiova will be present to interact with visitors, aiming to promote the authenticity and traditions of Romania.
Furthermore, Lia Olguţa Vasilescu, the Mayor of Craiova, is present to make known the story of the Christmas Fair in Craiova, ranked second in the European Best Destinations.
Romania, visible on 150 double-decker buses
Simultaneously with the presence at WTM, Romania is running an OOH campaign on double-decker buses in London, Manchester, Birmingham, and Liverpool from November 4th to December 4th.
The campaign includes 150 buses in Greater London, providing an estimated coverage of 51.1% of London's population, with an impact of over 16 million impressions. Another 50 buses will traverse Central London, generating approximately 5.6 million views.
In Manchester, Birmingham, and Liverpool, the campaign is carried out on 50 regional buses, ensuring a coverage rate of 4.41% nationally. The action, bearing the message "Hop on board to Romania," will thus benefit from extended visibility, amplified by urban congestion and the diversified audience in these cities.
What attracts British tourists to Romania
The United Kingdom is among the main markets of interest for Romanian tourism. According to estimates for the current year, the British are expected to make over 97 million international trips, with expenses reaching $90.46 billion.
Their interest in Romania has steadily increased in recent years, with the period from 2007 to 2017 seeing Romania as the destination with the highest growth rate in their holiday choices, experiencing a spectacular comeback in 2022 when a 280% growth compared to 2021 was achieved. The upward trend continued in 2023, with a growth of 26.5%.
In general, British tourists are attracted by the diversity of natural landscapes, cultural tourism, city-break offers, as well as the optimized air connectivity between the two countries.