Romania is making significant strides in promoting itself as a prime tourist destination in the United Kingdom. Through participation in the prestigious World Travel Market (WTM) in London and an extensive outdoor advertising campaign on buses across major British cities, Romania aims to attract both British and international tourists during the bustling holiday season.
Key Takeaways
- Romania is participating in the World Travel Market (WTM) from November 5-7, 2023.
- An outdoor advertising campaign is running on 250 buses in London, Manchester, Birmingham, and Liverpool until December 4, 2023.
- The campaign aims to reach over 16 million impressions in London alone.
- British tourists show a growing interest in Romania, with a 26.5% increase in visits in 2023.
Romania at the World Travel Market
The World Travel Market, held annually in London, is a key event for tourism professionals. Romania’s participation this year features a national stand that showcases 35 co-exhibitors, including tour operators, hoteliers, and destination management organizations. The event provides a platform for B2B meetings and presentations about Romania’s diverse tourism offerings.
Among the highlights at the Romanian stand is a folk ensemble from Craiova, which will engage with visitors to promote Romania’s rich cultural heritage. Additionally, the Mayor of Craiova, Lia Olguța Vasilescu, will share insights about the city’s renowned Christmas Fair, which has been recognized as one of the most beautiful in Europe.
Outdoor Advertising Campaign
Simultaneously with the WTM, Romania is launching an outdoor advertising campaign on 250 double-decker buses in key cities:
- Greater London: 150 buses, reaching 51.1% of the population, with an estimated 16 million impressions.
- Central London: 50 buses, generating approximately 5.6 million views.
- Manchester, Birmingham, and Liverpool: 50 regional buses, ensuring a national coverage rate of 4.41%.
The campaign, featuring the slogan "Hop on board to Romania," is designed to maximize visibility and attract attention in urban areas, capitalizing on the high foot traffic and diverse audiences in these cities.
Growing Interest from British Tourists
The United Kingdom is a crucial market for Romanian tourism. Recent statistics indicate that British travelers are increasingly interested in visiting Romania, with over 97 million international trips expected in 2023. The interest in Romania has surged, particularly from 2007 to 2017, when it recorded the highest growth rate among British holiday destinations.
In 2022, Romania experienced a remarkable 280% increase in British visitors compared to 2021, and this upward trend has continued into 2023, with a 26.5% growth.
British tourists are drawn to Romania for its stunning natural landscapes, rich cultural experiences, and attractive city-break options, alongside improved air connectivity between the two countries.
Conclusion
Through strategic participation in international tourism events and innovative advertising campaigns, Romania is poised to enhance its visibility and appeal as a top travel destination in the UK. With the holiday season approaching, these efforts are expected to yield positive results in attracting a diverse range of tourists to explore the beauty and culture of Romania.
Sources
- Destinația turistică România își consolidează prezența în Regatul Unit prin participarea la World Travel Market Londra și campania OOH de promovare pe autobuzele din principalele orașe britanice – Ministerul Economiei, Antreprenoriatului și Turismului, Ministerul Economiei, Antreprenoriatului și Turismului.
- România, promovată ca destinație turistică pe autobuzele britanice timp de o lună, G4Media.ro.
- VIDEO România se promovează ca destinație turistică pe sute de autobuze din Marea Britanie, timp de o lună – HotNews.ro, HotNews.ro.
- Romania promotes its tourist attractions on buses in the United Kingdom – spotmedia.ro, spotmedia.ro.
