Tourist Destinations Development:

Trends

Case studies

Chisinau, 2020
Contents

1. Context
2. Tourism development trends
3. Case studies
4. Findings and recommendations

Written by: Mihaela Țaranu

This report was produced within Mayors for Economic Growth (M4EG) Initiative funded by the European
Union. Its content is the sole responsibility of the author and does not necessarily reflect the views of the
European Union

1. Context
The key objective of the EU Mayors for Economic Growth Initiative (M4EG) is to "support local
authorities to become active facilitators for growth and creation of jobs in the region". The project
encourages communities to develop and implement Local Economic Development Plans (LEDs) and
contributes to strengthening the capacities of local economic partnerships to carry out economic
development actions.
The signatories to the EU Mayors for Economic Growth Initiative (Criva, Selemet, Causeni, Cimislia,
Calarasi, Lalova and Gaidar), which prioritized the development of tourism in their Economic
Development Plans, have received support for the development of their tourist destinations, specifically,
each one was offered a situational analysis (1), an evaluation of tourism potential (2), and a study of
destination identity (3).
The situational analysis and evaluation of tourism potential include unique selling propositions (USPs),
specific forms of tourism, target markets, challenges for destinations and recommendations to different
groups of actors involved in tourism development. The second type of analysis includes development
trends and future scenarios for the area.
Studies of destination identity provided a different perspective to such destinations as Causeni and
Calarasi. In case of Calarasi, urban tourism types and development areas were analyzed, taking into
consideration all the available resources. While in Causeni, a survey was conducted to analyze the
perception of visitors. The analysis highlights strengths and weaknesses of Causeni Raion identity.
Studies are aimed at identifying the tourist potential of different regions. They were carried out based
on the field data and aim to assist the local public authorities and local entrepreneurs by helping them
develop their local tourism offer and elaborate a short action plan on tourism development. Each study
is overviewed below, according to the following structure: USPs, forms of tourism, challenges and
priority recommendations.

2. Tourism development trends

The following trends in the development of tourism have emerged from studies carried out in seven
destinations:
1. Bottom-up approach is implemented in development of tourism. The local public authorities or the
community take the initiative and start collaborating with Level I and II public authorities, and less
with central public authorities.
2. Development of tourism is supported both at national and local level by external financing
institutions and international organizations. Local LPAs do not have sufficient financial and human
resources to carry out tourism development activities.
3. The trend for development of cultural tourism is distinguished in all studied destinations. Cultural
tourism is represented by traditional crafts, handicrafts, folk dance and songs, as well as
gastronomy. There is a need for extensive studying of cultural elements and their distinctive
features and mapping of similar regions.
4. Most areas that aim to develop tourism easily identify their USPs through festivals, products (some
with Protected Geographical Indication) and practices specific to the region.
5. There is a tendency to explore new destinations in Moldova: natural landscapes, open spaces, non-
crowded places, far from the noise of the city. There is also an increasing emphasis on quality
services: eco-accommodations, educational tours, practicing some skills, etc. and unknown
destinations have a greater chance of becoming their customers' favorites.
3. Case studies
1. Lalova Commune
Lalova Commune is located in Rezina Raion on the right bank of the Nistru River and consists of three
villages: Lalova, Țâpova and Nistreni.
The significant growth of the village of Lalova was marked in the 19th century when it absorbed the
settlements of Ețcani, Stodolna and Cobîleanca. Moreover, in 1864, the village owned a river port, which
transported wheat, corn, etc. (moldovenii information platform, 2019) and was among the first users of
the most innovative irrigation system - drip irrigation in orchards. The village of Țâpova is located at a
distance of 3 km from the village of Lalova, on a cliff above a gorge, and offers a combination of a nature
reserve and the oldest cave monastery in Europe (Lonely Planet, 2017).
Unique selling propositions of the destination
The uniqueness of the area is distinguished by Țâpova reserve with rocky landscape, a relative altitude
of 120-150 m and numerous water springs and waterfalls penetrating through limestone deposits and
forming rapids (Boboc et al., 2007), and thus the area offers hiking and climbing itineraries. Traces left by
the Cucuteni-Tripolia Civilization, the oldest civilization in Europe (Cucuteni 5000 Redivivus, 2010), and
Thracian-Getae fortifications and settlements of the first century BC are other USPs. Another pearl of
Lalova commune is the extinct village of Nistreni, with a rich history and a panoramic view of the Nistru
River.
The products that are a trademark of the area are registered as Protected Geographical Indications
(PGI): Lalova dwarf sarmali (cabbage rolls), Lalova plums stuffed with walnut and Hangan macerates.
Other symbolic activities, specific to the region: an old tradition of production and drying of plums,
apitherapy and fishing. Culturally, the area is known for its Vetre Strămoșești Festival and Amurg and
Flori de Dor local folklore groups.
Distinguished forms of tourism
The study of USPs, current and emerging markets, the actors involved in the tourism sector and the life
cycle of the destination, the following forms of tourism were identified: cultural, agrotourism,
ecotourism, adventure tourism and spiritual tourism.
Challenges
1. Insufficient protection of natural resources; the natural reserve is threatened by felling of trees and
dumping and cattle grazing, bridges are built over rivers, which are drying up. Moreover, there are
no clear boundaries and information regarding the boundaries and norms of behavior in the
reserve;
2. Lack of infrastructure and basic tourist facilities:
public toilets, parking spaces, information center, tourist map of the destination, markings and food
services;
3. Lack of collaboration between private, public and civil sector actors in the development of the
destination;
4. Low involvement of the population in the development of tourist services.
Recommendations
 Clear delimitation of the boundaries of the nature reserve should be ensured and some strict rules
introduced regarding protected areas and natural resources;
 A destination management organization should be set up to stimulate collaboration between actors,
development of tourist services and promotion of the destination;
 Infrastructure and some basic facilities for visitors should be ensured (public toilets, parking
lots, Information Center, tourist map, markings and food service), etc.
2. The village of Selemet
Selemet locality, Cimislia Raion, is located 62 km away from the capital city and 17 km from the raion
center (Cimislia) and has the total population of 4,174. The name of Selemet was first documented in
1766. According to a legend, the name of the village comes from Salamat, which was the name of a
daughter of a Turkish landlord, who once owned the local lands. "One day great waters fell over the
village, flooding everything in the way, and the landowner managed to flee, while his daughter, Salamat,
got lost in these waves. The rich man sent servants to save her, but they did not return either. Then
people started saying "I went to Salamat" , that is, where the landowner's daughter drowned. Over time,
the name of the village evolved until people began to call it Selemet"
Unique selling propositions
The long tradition of trade in Selemet is also part of its image. For more than a hundred years, the
population of Selemet, the surrounding villages and the cross-border villages have been meeting every
Sunday at a local fair, where they could buy and sell products.
Trajan's Wall is a USP of the locality; it was built by the Roman Emperor Trajan in late 1st century - early
2nd century AD and served as a defensive wall to prevent the nomads from attacking Dacia. The socio-
cultural treasure of Selemet village begins with the festival "iProsop", which aims to recall the tradition
of hand-woven towel and promote local towels and other crafts from the Southern Region of the
Republic Of Moldova. Also, Selemet is represented by folklore groups "Mărunțica" and "Cununița", and
the ensemble of fluierists (fluier is a folk wind-instrument, a pipe), which transmits the cultural treasure
of Moldovan tradition to younger generations.
The village is also known for the production of quality dairy products, such as telemea (a soft cheese
made of cow milk).
Forms of Tourism
The destination has potential for development in the areas of cultural tourism and agrotourism,
especially in the framework of events.
Challenges
1. Organization of the iProsop festival taking into account the standards of event organization and
performance indicators;
2. Undefined identity and market of the destination;
3. Development of tourism services and enhancement of hospitality skills of providers;
4. Limited promotion online and offline.
Recommendations
- Identity and market for the locality should be defined:
The locality needs to be positioned as a promoter of culture and traditions through large-scale
cultural events, during which Selemet products, handicrafts and agro-tourism activities can be
promoted.
 The iProsop should be organized with the support of consultants in events organization, in
accordance with the identity of the destination and predetermined performance indicators;
 Capacity building of hospitality service providers should be ensured;
 Services (opening the local winery for visits, setting up the barn, etc.) should be developed.

3. Criva village - Lipcani town

Criva is located in the extreme north-west of the Republic of Moldova, in the meadow of the Prut River,
in Briceni Raion. It was first documented in 1422 and located on the border with Ukraine and Romania
(Prut River). Together with the localities in its vicinity, the destination Criva - Lipcani includes; a
borderline area Criva - Mamaliga and Lipcani - Rădăuţi Prut (1), a historical area that encompasses the
history of the Lisovski Manor in Criva and the Rosetti-Roznovan in Lipcani, as well as ethnically diverse
origins of the local inhabitants: Ukrainian in Criva and Lipcani Tartars in Lipcani (2), the community area,
where they can develop their products and services for tourists, starting from some daily routines, and
(3) the natural area that encompasses the region of "Emil Racovita" Cave and the meadow of the Prut
River (4).

Unique selling propositions

"Emil Racovita" Cave, also known as "Cinderella" Cave, is one of the USPs not only of the area, but also
of the Republic Of Moldova, being positioned 3rd in the world by its length (90 km). The Prut River and
its meadow is an attraction for the region, covered by ponds, swamps and lakes with a very rich aquatic
fauna (fish, birds, mammals).
Also, there is the Rosetti-Roznovan mansion from Lipcani, a unique selling proposition, which is one of
the first classicist buildings in Bessarabia. Its building began in 1820s by the initiative of Countess
Ecaterina Rosetti-Roznovan (1785-1870).
Architecture is characterized by houses with verandas, with mosaic in Drepcăuti, and painted walls.
The typical activities for the area are the peasant households with plum orchards, where plums are dried
on bast mats by the traditional method; there is also a production of certified organic honey. The
specific food of the region is peppers stuffed with cottage cheese and cream.
Forms of Tourism
The accentuated forms of Tourism for the Criva - Lipcani area are: speleological tourism, agrotourism,
eco- and cultural tourism (represented by traditions, customs, architecture and history).
Challenges
1. Undefined identity of the area;
2. Limited capacities/skills for tourism development of the area;
3. Big unexplored tourist potential (e.g. Emil Racovita Cave);
4. Low involvement of the LPA and the private sector in the development of tourism services.
Recommendations
 A working group responsible for tourism development should be established;
 Capacity building should be ensured for the working group, which should be responsible for
development of the destination, management of the destination, development of services and
itineraries, coordination of actors and promotion of the tourism offer;
 Emil Racovita Cave should be opened to visitors, and a feasibility study should be conducted for this
purpose; the Cave should be connected to other nearby tourist points through tourist itineraries.

4. Causeni Raion
Causeni Raion is located in the south of the Republic Of Moldova, 87 km south-east of the capital city
(Chisinau), with the administrative center in the town of Causeni. The raion includes 48 localities
including two towns: Causeni and Căinari.The hydrographic network of the region is represented by the
Nistru and Botna rivers.
Unique selling propositions
The unique feature of the area is the state-protected zone of the Lower Nistru, which is a wetland of
international importance. It is the richest protected area in the country by the number of flora and
fauna species. Cultural elements are another USP: carpet-weaving "Scoarța de Căușeni", which is specific
to the region and has been recognized as a UNESCO World Heritage Site, best preserving the old motifs
representative of the nation: the tree of life, the tree of the world, the outer space, etc. Culture is also
strongly represented by the religious buildings in the region: the monastery of Marta and Maria in
Hagimus with a picturesque view in the forest area, and the Church of the Assumption, which is the
oldest church in Moldova built several hundred years ago. The personalities who brought fame to
Causeni Raion were those who were born or lived in the region, such as: Viaceslav Harnaj, Grigore
Grigoriu, Ion Ungureanu, Petru Cărare, Alexei Mateevici, etc. Viticulture is the specific activity for the
zone, with the following outstanding wineries: Leuntea, Sălcuța and Gogu, which are also included in the
National Route "Wine Road". Pancakes ('mulii') are one of the food delights in Causeni raion.
Forms of Tourism
The primary forms of tourism for Causeni raion are: religious tourism, wine tourism and nature tourism.
Secondary forms of tourism with significant potential for development are: agrotourism, industrial
tourism and war tourism.
Challenges
1. Underdeveloped tourism services compared to the available potential;
2. Weak promotion of tourist sites and services in the Region;
3. Poor collaboration between private and public sector actors in tourism development;
4. Lack of an action group responsible for the development of the tourist destination.
Recommendations
 A working group responsible for tourism development and development strategy should be created;
 Tourist offer should be expanded and assistance in development of services should be offered to
entrepreneurs and craftsmen;
 Existing tourist sites and infrastructure should be promoted.

5. Călărași
The town of Călărași located on hills and at the foot of codri (woods) is characterized as a vibrant and
active locality with picturesque landscapes. It was founded in 1848, and a legend has it that here,
"Stephen the Great fought with the Ottomans and ordered a regiment of horsemen to stand guard. They
fought with the Ottomans unto death and eventually won the battle, and the name of the city, means
horsemen."
Unique selling propositions
Călărași is known for its wine and divine factory Călărași, and less for its special elements that offer this
town its uniqueness.
The town is strongly distinguished by historical-cultural sites. The former Chabad Lubavitch Synagogue,
which bore the name of one of the most dynamic Jewish movements of all time, was restored. Another
tourist site representative of the Jewish culture is the Jewish cemetery. A cult edifice, which is also the
smallest church in Moldova, is located in the village of Oricova. There is a production of leather bags
there. Other cultural buildings that add great value and preserve the cultural heritage are the Museum
of History and Ethnography and the Violin Museum. Other unique selling propositions representative for
the city of Calarasi are: the Aeroclub, the motocross track, the sports school where the international
championships take place and a ski track, which adds dynamism to the city.
Forms of Tourism
Calarasi has a young and energetic vibe, characterized by unique activities and USPs. The following areas
for development of tourism have been identified: adventure tourism, cultural tourism and art tourism.
Forms of secondary tourism: nature tourism and wine tourism.
Challenges
Calarasi, being in the early stage of development as a tourist destination, faces various challenges,
including:
1. Target market for the destination is not defined;
2. Infrastructure and tourist offer are poorly developed for individual visitors (markings, maps,
information, tourist services, etc.);
3. Lack of a congruent image and brand of the destination;
4. Poor collaboration between actors from different sectors.
Recommendations
 It is recommended to identify a task force responsible for the development of the destination;
 Tourism development strategy with clearly defined target market should be elaborated;
 Tourist offer should be developed in conformity with the image and brand of the destination.

6. Cimislia
The town of Cimislia is located in the south of the Republic of Moldova at the intersection of the
national roads: Chisinau-Bolgrad, Chisinau-Giurgiulesti, Tiraspol-Leova. Legend has it that Cimislia took
its name "owing to the coexistence with the Tatars-Chumechli." The tribe of Chumechli used ladle as its
distinctive sign, which became the symbol of the modern town. And the Tatar word "cimisia" means
"wealth, rich.”

Unique selling propositions

The uniquness of this town is characterized by its cultural heritage, industrial establishments and
cultural and sports events. One of the tourist points is the museum in the town center, which exhibits
local art and lifestyle in the most exquisite way. The events and specific local activities in this region are:
horse racing, Art Fest, Flower Festival, Miorita Lae Bucălae Festival, etc. "Cimisleanca" is a club for
elderly ladies, who sing folk songs and practice various handcrafts, such as embroidery, weaving, wood
processing; the club is a permanent participant of the local events. Another special unique point for the
town is the Jewish cemetery, with preserved historical grave stones. The following functional enterprises
are of particular interest: a brewery dating back to 1971, a wine factory and a milk factory. Finally,
another symbol of the town is represented by the widely practiced traditional sports - oina.
Forms of Tourism
The main forms of tourism that have been identified in the town are historical-cultural, sports, industrial
and special interest tourism (it is defined so when a visitor is motivated to visit a particular zone for one-
time experience). Special interest tourism includes such activities as hobby, various practical activities, a
thematic site and something that can attract a particular niche of visitors, such as the brewery or the
Miorita Lae Bucălae Festival.
Challenges
1. The history of Cimislia is little known by the inhabitants and some information from the archive is
insufficient for the development of the tourist destination;
2. Absence of a working group responsible for tourism development;
3. Unemployed human potential, taking into account citizens ' initiatives;
4. Poorly developed tourist offer.
Recommendations
- Research and collection of data about the locality, symbols, practices, personalities, events, which
can contribute towards the concept of development and the image of the destination;
- A task force to focus on tourism development and their training (youth involvement) is needed;
- Tourism services should be developed, through support offered to the private sector and craftsmen,
capitalizing on their creation;
- The emblematic Miorița Lae Bucălae Festival should be organized with the help of professionals in
events organization and marketing, and performance indicators should be set in order to increase
revenues and develop the image of the destination

6. The village of Gaidar

Gaidar, or Haydar in Gagauz, is a village in the administrative territorial unit of Gagauzia. The village
name in Arabic means lion. Being part of Ceadir-Lunga Raion, it is located at about 133 km from
Chisinau, 35 km from Comrat, 10 km from Ceadir-Lunga and 80 km from Vulcanesti. This village is
twinned with the village of Kiselovo, Valchi Dol commune in Bulgaria and the village of Oleksandrivka,
Bolgrad Raion in Ukraine, and this type of collaboration involves commitments in such areas as the
development of science, culture, education, sports, tourism and the economy.
Unique selling propositions
The uniqueness of the area starts from nature and climate, which is characterized by a long dry period
with little precipitation, and because of this the vegetation is different from other regions of Moldova.
There are also 3 mineral springs near the Lake called Jamaica.
Some symbolic elements of Gaidar village are represented by ancient activities and customs, such as:
production of milk cream, a special technology for cultivation of onion, sheep farming, windmills used to
produce flour, carpet weaving and religion. These symbols can be seen in miniature in the village central
square.
A unique selling proposition is a windmill, one out of 17 windmills which existed in Gaidar, and which
was built at the end of the 19th century. It is made entirely of wood, including the mechanisms that
process grain. The construction can rotate around its axis at 360 degrees.
Another successful practice is the weaving of carpets, which is practiced in a workshop of the House of
Culture in Gaidar. Moreover, this ancient practice is promoted through the Gagauz Kilimneri Carpet
Festival. Annually, it gathers more than 100 participants, including international visitors from Russia,
Ukraine, Belarus, Poland, Bulgaria, Turkey, USA, etc.
Another unique socio-cultural point is the local orchestra and the folk group, which through the practice
of dance, folk song and national costumes transmit the values of past generations to the younger ones.
Religion is closely connected with everyday life. An example is Ai Todur, the annual horse race event.
The event is is represented by the religious holiday of St. Theodore, who is thought to be the patron of
horses. This holiday takes place on the first Saturday of Lent. Another feature possessed is the rural
house "The Warmth of the Gagauz Soul", where traditional dishes from Gagauzia can be served.
Forms of Tourism
Gaydar is the cultural tourist destination, starting from the lifestyle of the people described in the socio-
cultural capital, the activities inherited from the ancestors, the gastronomy specific to the South Region,
Gagauzia and the local events. Also, the uniqueness of the destination is the high spirituality with some
mystical stories related to it.
Challenges
1. The directions of development are not clearly established, along with the primary and secondary
USPs;
2. Undefined target market for the area;
3. The difficulty with scaling up and bringing the Gagauz Kilimneri Festival to a more advanced level;
4. Lack of staff or action group responsible for the management of the tourist destination.
Recommendations
 Clear areas of development should be defined and a tourism development strategy needs to be
elaborated;
 Market research should be done and destination targets identified;
 Capacity building in events organization should be ensured;
 A working group responsible for development of tourism should be set up.

4. Findings and Recommendations

1. The concept of tourism is partially understood, limited to organized tours, travel agencies and
international visitors. Tourism essentially refers to all activities undertaken by visitors at a
destination, also known as the visitor economy. There can be different purposes and duration of
visit. An example:
It is tourism when a person from Grădinița village, Causeni Raion, participates in the international
wrestling competition in Causeni town and spends there a few hours.
Tourism is a dynamic and competitive industry that requires one to be able to quickly adapt to the
changing needs and desires of customers, since customer satisfaction, safety and pleasure are the
pillars of tourism business (go2HR, 2020).
The fact that the concept of tourism is only partially understood increases the likelihood that LPAs
and other actors involved in the development of tourism will not be able to properly define the
resources required for development and the complexity of activities.
2. Identifying the staff responsible for the development of tourism is a challenge for all destinations,
whether it is a commune, town or raion. (for the scarcity of human resources)
3. Limited capacities in development and management of tourist destinations
4. Long-term barriers to tourism development: both the public and private sector and the community
share the same view that infrastructure is one of the biggest problems for tourism development. In
fact, the biggest problems are poor development of services, low promotion of tourist supply and
destination and lack of professional staff in tourism development.
5. Low collaboration between actors of the same locality, region and raion. There is also a high
competition between raions and localities.
The paradigm of being the best and proving one's own importance is characteristic of the Moldovan
people, which makes collaboration between different actors and joint development of tourist offers
difficult, even if both destinations can gain a greater number of visitors.
It is recommended to all destinations, which aim to develop tourism as an economic activity:
1. Ensure a better understanding of the concept of tourism and identification of local resources;
2. Appoint a task force responsible for the development of the tourist destination, which will need to
elaborate a development strategy, identify development priorities and identify the required set of
skills that the involved actors need to have, or train them;
3. Provide the capacity building of the team responsible for tourism development (e.g. marketing,
service development, coordination of actors, etc.),
4. Develop tourist offers through assistance offered to entrepreneurs, craftsmen, elaborate tourist
itineraries, organize of events, etc.,
5. Promote the tourist offer (tourist sites, services and local products), starting with coordinates and
description on google, promotion of accommodation services on the platforms: airbnb, booking,
agoda, etc., promotion of the tourist offer on social networks, tourist website of the destination,
websites of travel companies, etc.