A BRIEF Q&A WITH NATALIA TURCANU, CHIEF EXECUTIVE OF THE NATIONAL INBOUND TOURISM ASSOCIATION OF MOLDOVA (ANTRIM)
Natalia Turcanu is the Chief Executive of the National Inbound Tourism Association of Moldova (ANTRIM) — the most representative association of the incoming tourism industry with 45 members, among them: tour operators, hotels, wineries, rural guesthouses, event management companies and other tourism-related SMEs. Her activity in the incoming sector is distinguished with a large commitment for promoting Moldova as a tourism destination on international level, and also local, being a member of the Economic Council of the Prime Minister of the Republic of Moldova.
The National Association for Inbound Tourism in Moldova (ANTRIM), based in Chisinau, Republic of Moldova, is a non-profit organization established at the initiative of the USAID Competitiveness Enhancement and Enterprise Development (CEED) II project in 2014. Can you tell us more about the origins of ANTRIM and how it was started?
The National Inbound and Domestic Tourism Association of Moldova (ANTRIM) was established on January 16, 2014, as an idea of the business involved in developing the incoming tourism sector that wanted a reform of the sector at a national level, to provide a voice for inbound and domestic tourism, but also to increase awareness about Moldova on international markets. We started our activity with 8 members and now in 2022, we are the most representative association of the incoming tourism industry with 77 members, among them: tour operators, hotels, wineries, rural guesthouses, event management companies and other tourism-related SMEs. For more than 8 years, ANTRIM has operated as a leading organization for promoting innovative and sustainable tourism development through initiation and implementation of a variety of projects, and thus improving the tourism sector in Moldova. The mission of ANTRIM, as stipulated by its statute is to support the tourism industry from Moldova (incoming and domestic) in facilitating a barrier-free tourism activity in Moldova, increasing the tourism country’s brand awareness on the most relevant market tiers, enhancing the tourism product and workforce skills. Till 2021, ANTRIM implemented activities with the strategic support of the Moldova Competitiveness Project financed by USAID, Sweden and UKaid. From the most outstanding successful projects I can mention:
· “Tree of Life” tourism identity that became the country brand;
· Promotional local, regional and international campaign as Be Our Guest, Be our Guest Again, Hora Martisorului, Hai la mine acasă!;
· Press trips that resulted in articles about Moldova in international travel magazines and media portals such as Lonely Planet, National Geographic, The Telegraph, New York Post, and others;
· Product development: hiking and biking trails;
· WFTGA training sessions for local guides and development of a new online platform for them, to promote their tours and services: guidesofmoldova.md;
· The affiliation of Wine Routes of Moldova to the European Cultural Route ITER VITIS — Les Chemins de la Vigne Federation.
Other important ANTRIM local partners in developing the tourism sector include the Ministry of Culture, Invest Moldova Agency, Chisinau City Hall, National Office of Wine and Vine, Efes Vitanta Moldova Brewery, Moldova State University and others. Following the development of the sector in the pandemic period, ANTRIM continues to implement similar activities with the support of the USAID EDGE Moldova Competitiveness Transition Activity (MCTA). This project aims to sustain the support to the tourism sector by providing both technical assistance (TA), as well as grants to local tourism businesses and SMEs.
Along with organizing participation to tourism trade fairs, press trips for international media, events for the incoming industry, trainings and innovative projects, ANTRIM with the strategic support of the Moldova Competitiveness Project (financed by USAID and Sweden Sverige), UNDP, and EU launched the first Tourism Information Centre (TIC) in Chisinau. What is the role and function of this centre, and how important are the tourist information centres in the development of tourism?
The Centre runs like a department of the association, and was established in 2017 with the strategic support of the Moldova Competitiveness Project financed by USAID, Government of Sweden and UKaid, and also European Union and is a public-private partnership between ANTRIM and Chisinau City Hall. Since its launch, the Centre has shown major contributions to Moldova’s national and international image as a tourist destination.
Functions of the Tourist Information Centre:
· Providing Information on tourist offers and services: travel destinations, places to visit and local products;
· Providing touristic maps like Moldova Map, Chisinau Map and brochures from tourist attractions and companies;
· Promoting inbound tourism potential internally and externally;
· Development of local tourism products together with economic agents in the tourism industry;
· Organization, participation and promotion of tourist events: conferences, seminars, exhibitions, information tours, tourism fairs.
The Tourism Information Centre is a good development platform for tourism industry stakeholders, where they can organize events, present new offers, launch products, and host B2B meetings with their partners. At the same time, the Center is a development platform for young students offering the possibility of volunteering and professional practice. More than 90 volunteers were trained, creating a community of active young people and future specialists in the field of tourism. Each of them received a diploma of active involvement in the Tourism Information Centre activity.
During its first period of activity, the volunteers provided information to more than 16,000 tourists, who visited Moldova from at least 100 different countries of the world.
In 2021, ANTRIM alongside the Ministry of Culture of Moldova signed a partnership agreement with the USAID EDGE Moldova Competitiveness Transition Activity (MCTA). The partnership sets strategic objectives for developing and promoting the Republic of Moldova as an attractive tourist destination domestically, regionally, and internationally, and merges the supportive efforts of the signing parties during the period of the ATRIM’s grant implementation. What has been done so far, and what are the plans for the future?
In order for Moldovan tourism industry to achieve resilience in the upcoming years, based on the aforementioned factors, the National Tourism Program is currently updated. It will provide the first steps in adopting a collaborative approach to implementation of policies, a long-term vision positioning tourism as a force for positive change, capable of providing benefits to communities, on economic, social, cultural, and environmental dimensions. Likewise, between 1 and 5 February 2022, the Director of the European Institute of Cultural Routes, Mr. Stefano Dominioni and the President of the ITER VITIS Federation, Mrs. Emanuela Panke had an official visit to the Republic of Moldova. During their stay, the officials had meetings with the Minister of Culture — Mr. Sergiu Prodan and the interim director of the National Office of Vine and Wine (ONVV) — Mrs. Elizaveta Breahnă, during which was reiterated the success of an efficient collaboration between wine producers, tourism agencies, central authorities and ANTRIM. During an official visit to Moldova, Mrs. Emanuela Panke assisted ANTRIM to develop a strategic plan towards excellency that will include trainings and activities according to the EU regulations for the cultural routes. ANTRIM became the lead partner on the ITER VITIS this year and Mrs. Panke awarded Mrs. Diana Lazăr as official representative — Ambassador of Iter Vitis in Moldova.
MCTA continued to support ANTRIM in developing new tourist routes in the southern and central regions of Moldova. As a result of brainstorming sessions with ANTRIM staff and specialists involved in the tourism routes development, MCTA defined five potential routes — four in the south and one in the central part of the country. Could you tell us more about these routes, are they still in development and how are you planning to market them?
Currently, ANTRIM is in the process of building new cycling tourist routes in the southern region of the country, namely:
· Following the Trail of Gagauz Culture, Traditions and Cuisine: Comrat — Ceadir Lunga Cycling Route;
· Discover the Warmth of South Moldova: Gitana Winery — Beleu Lake Cycling Route;
· Discover the Warmth of South Moldova: Pascani– Slobozia Cycling Route;
· Discover the Warmth of South Moldova: Slobozia Mare — Vulcanesti Cycling Route.
The tourist routes will create opportunities for the development of tourism in the region, contributing to the promotion of tourist destinations, visibility and economic growth. ANTRIM aims to place Moldova on the map of international ecotourism, to highlight the local gastronomy and the small producers we find in the picturesque villages of Moldova. In the context of current trends in the tourism industry, authentic experiences, connecting the tourist with the local community, exploring unknown regions, local traditions and values are increasingly required. These routes can offer such a wide range of services to the tourist and will be a boost for regional development and entrepreneurship.
The COVID-19 outbreak affected travel and tourism activities and caused a global travel collapse in mid-March 2020. Many small businesses within the tourism industry have felt and still experience the knock-on effect of COVID-19. What have you learned from the COVID-19 crisis?
The COVID-19 sanitary crisis has resulted in changes to the strategic objectives which the tourism industry has to follow, with the transformation of the digital environments of tourism businesses, strong focus on domestic and proximity markets and subsequent collaborations and lastly, the knowledge sharing. When the pandemic started, ANTRIM focused its efforts to meet international standards, ANTRIM has obtained Safe Travels accreditation and is empowered to offer the title of Safe Travel to Moldovan companies. Over 20 Moldovan hotels, wineries and guesthouses have received a COVID-19 Safe Travel certificate from the World Travel and Tourism Council. Given the international travel restrictions, ANTRIM adjusted its strategy to grow demand for domestic tourism through digital campaigns, work with local influencers. The marketing efforts represent a quick reaction when we see how things are playing out in the international arena with respect to the limitations or eased conditions of travel — that is why for the first time after 2 years of virtual meetings and forums, the representatives from MICE sector from Moldova presented its offer directly to the Polish market and the general offer of Moldova has been actively promoted at TTR Bucharest Exhibition. Internal digital transformation of businesses is facilitated by the WineristGo solution, allowing ANTRIM members to bring their product and service closer to the digitally-connected travellers. Till now 7 ANTRIM members integrated the widget and 5 more are interested in.
