TOURISM MARKET SEGMENTATION

AND MARKETING JOURNEY

PROFILING UNDER THE SECOND
COMPETITIVENESS ENHANCEMENT
PROJECT (CEP II)
Deliverable 1: Inception Report

Submitted By:
FINAL
December 2020

Submitted To:
Moldova Competitiveness Solimar International
Enhancement Project II (CEP II) 3400 11th Street NW, Suite 200
Contract # MD-CEP-124837-CS-CQS Washington, DC 20010
Chris.seek@solimarinternational.com
TABLE OF CONTENTS

Executive Summary…………………………………………………………………………………………………...4

Section 1: Introduction, Project Background and Approach ………………………………………..…………….6

Section 2: Inception Phase Activities ……………………………………………………………..……………...…8

2.1 Desk Research
2.2 Stakeholder Engagement Plan
2.3 Government’s Strategic Approach for Tourism Development and Promotion

Section 3: Summary of Desk Research…………………………………..…………………………………………13

3.1 Importance of Global Tourism
3.2 Demand Side Analysis
3.3 Supply Side Analysis
3.4 Incoming Flight Analysis
3.5 Competitive Advantages of the Destination
3.6 Competitive Disadvantages of the Destination
3.7 Infrastructure and Communications Networks within Moldova

Section 4: Proposed Priority Market Segments………………………..………………………………………….48

4.1 Analysis of Previous Segmentation Efforts
4.2 Our Segmentation Approach
4.3 List of Preliminary Market Segments
4.4 Feeder Markets
4.5 Criteria for Analyzing and Prioritizing Segments

Section 5: Market Research Methodology………………………….……………………..……………………….57

5.1 Surveying Tool
5.2 Survey Population
5.3 Survey Design and Qualification
5.4 Survey Distribution Methodology and Sampling Error

Section 6: Remaining Deliverable and Timeline……………………….………………………………………...61

6.1 Progress Report 1
6.2 Progress Report 2
6.3 Progress Report 3

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Annexes

Annex A: Project Fact Sheet

Annex B: Outreach Materials for Rapid Assessment
Annex C: Stakeholder Consultation List
Annex D: Tour Operator Analysis
Annex E: Winery Analysis

Acronyms

ANTRIM National Inbound Tourism Association of Moldova

ASP Public Services Agency
ATDI Adventure Tourism Development Index
ATTA Adventure Travel Trade Association
CIS Commonwealth of Independent States
NBS National Bureau of Statistics
MIA Moldovan Investment Agency
MICE Meetings, incentives, conferences, and events
MoEI Ministry of Economy and Infrastructure
OTA Online Travel Agency
USAID United States Agency for International Development
WEF World Economic Forum
WTTC World Travel and Tourism Council
WTO World Tourism Organization

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Executive Summary
An emerging and off-the-beaten path destination, the Republic of Moldova recognizes the considerable importance of
tourism as an economic growth sector for the country. Through the Second Competitiveness Enhancement Project (CEP II),
the Moldovan Investment Agency is prioritizing the competitiveness of the local tourism industry and its post-COVID
recovery through the development of critical information to inform future decision making.

The main objectives of this assignment are to conduct market research and segmentation to determine the market
segments that have the most potential for growth in Moldova and will help inform strategic interventions that can assist
Moldova to attract investment and become a well-known tourism hub.

This will be done through the following through the following research methods:
● Qualitative research through stakeholder interviews to illuminate the opinions and perceptions of those
currently working in the tourism industry
● Quantitative research among travelers themselves to understand their attitudes, opinions, behaviors and
preferred activities

Section 2 details the methodology to be used for collecting qualitative data through a rapid assessment with a broad
range of representatives from the local industry, including a proposed list of stakeholders to be consulted.

Section 3 details our comprehensive understanding of the nature of current tourist supply and demand for the country, a
necessary first step to determine the interventions needed to put Moldova on the tourism map. The research includes a
discussion of how the industry has been impacted by the COVID-19 global pandemic along with an analysis of incoming
flights, the competitive advantages and disadvantages of the destination and current infrastructure supporting the
tourism industry.

Section 4 reviews the findings of previous segmentation efforts undertaken by the Government of Moldova and other
development projects to understand key findings. Our approach to segmentation will differ from previous efforts as we
will utilize both qualitative and quantitative data to develop specific buyer personas—incorporating demographic,
psychographic and geographic factors into each. An initial list of potential market segments with both short and long-term
potential are included along with a set of preliminary criteria that will be used for evaluating them through the research
process.

Our surveying methodology is outlined in Section 5, including an approach that will first select countries representative of
all potential markets (both short and long-term), the design of the survey, methods for obtaining the desired 3,000
results, and the evaluation and extension of data results to potential markets.

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Section 6 outlines the methodology to be undertaken for the main deliverables, which include:
● Progress Report #1: A summary of the market research findings, recommended segments along with a value
chain analysis of the priority segments to understand the end-to-end experience of travelers and assist entities
within the tourism industry communicate and coordinate their processes more effectively
● Progress Report #2: A customer journey analysis to identify the expected journey that a tourist from each market
would take to Moldova and identify any weaknesses at the destination level and beyond. This report will also
include a summary of findings from the stakeholder workshop to discuss strategic interventions needed to attract
priority markets.
● Progress Report #3: A set of recommended interventions to support the development of the market segments
identified for Moldova along with the final report of priority segments and the qualitative and quantitative
research to substantiate the selections.

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Section 1: Introduction, Project Background and Approach
The Republic of Moldova has received financing from the International Development Association and the International
Bank for Reconstruction and Development for implementation of the Second Competitiveness Enhancement Project
(CEP). The project's development objective (PDO) is to increase the export competitiveness of Moldovan enterprises and
decrease the regulatory burden they face. An important element of the country’s economic development and growth is
tourism, which stimulates trade, income and entrepreneurship especially in small business sectors, increases regional
development (particularly in rural areas) and generates greater collection of taxes and revenues and promotes cultural
awareness and also helps to preserve local culture and traditions. The tourism industry is particularly important for
Moldova as it creates demand and growth for almost 23 connected industries.

Moldova is one of Europe’s least visited countries, yet at the same time one of the fastest growing with a compound
annual growth rate of 13.1% in foreign tourists prior to the COVID-19 pandemic (from 94,000 in 2014 to 174,000 in
2019. 19,848 people visited Moldova in 2019 utilizing the service of a local tour operator, which consisted of visitors from
Romania (17%), Austria (13%), Germany (8%), Ukraine (7%) and Russia (7%). While these statistics help shed a light on
who is currently visiting the country, they do not include independent travelers, a market which will be further explored to
obtain a comprehensive picture of visitation to Moldova.

The principle draw for tourists is Moldova’s history, culture and nature —including national museums, wineries, historic
sites, buildings and natural landscapes. The country holds a great deal of untapped tourism potential through its diverse
palette of activities for potential visitors, including the capital city of Chișinău, the four wine regions: Divin, Codru, Stefan
Voda, Trajan's Wall, and nature and adventure attractions surrounding the country’s two main rivers.

Moldova’s Mileștii Mici wine cellar is the Guinness World Record’s largest wine cellar, holding nearly two million bottles.
Earning over 1,000 medals in the global wine competitions, it is ranked 7th overall among 45 participating countries.
Gagauzia, an autonomous region, is an incredibly unique destination that has preserved its own traditions, culture and
special cuisine inspired from Turkish ethnic. Transnistria, the territory on the left side of Nistru river, is also one of the most
visited regions in Moldova by foreign tourists and is a region left in the Soviet past. Additionally, Moldova holds potential
to develop the meetings, incentives, conventions and exhibitions (MICE) segment as an incentive tourism and business
travel destination. It currently attracts companies from the neighboring countries of Russia, Ukraine, Romania, and
Poland.

Tourism can contribute directly to the economy and cultural protection of Moldova by attracting visitors to learn,
participate, and support local businesses. Revenue from taxes and tourist activity revenues can be allocated specifically to
improving marketing efforts and infrastructure, while tourism revenues for small enterprises can provide incentives to
local communities to value and protect their cultural heritage and traditions.

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Effective marketing efforts can help Moldova achieve its potential; however, these must be done strategically. Marketing
tourism is unlike any other industry—it is complex, diverse and unpredictable as evidenced more than ever by the current
COVID-19 global pandemic. Tourism marketing is more customer-centric than other types of industry marketing and
unlike other industries, it is not about selling something tangible. It needs to tell a story that taps into a particular emotion
and connects with an audience. The key is determining which audiences marketing messages about Moldova will most
effectively resonate and what needs to be done within the destination to help ensure that positive experience.

In order to put Moldova on the tourism map, this project will focus on:
● Developing a comprehensive understanding of the nature of tourist demand to the country both pre and post-
COVID-19
● Identifying and prioritizing a list of all existing market segments to Moldova
● Conducting qualitative and quantitative market research to provide information on the market segments that
have the most potential for short and long-term growth in Moldova
● Synthesizing this information into buyer personas that humanize the potential traveler to Moldova, including
demographic, psychographic, geographic and behavioral characteristics within each segment
● Conducting a value chain and customer journey analysis to better understand how to reach these segments
● Analyzing personas against current infrastructure to help inform strategic interventions and investments that can
assist Moldova to attract the prioritized target markets and become a well-known tourism hub

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Section 2: Inception Phase Activities
2.1 Desk Research
To begin the project, our team conducted a thorough review of national documents, reports, and information available
online about the Moldova tourism industry and products. Desk research was initiated by reviewing the following
information sources:
● Moldova Competitiveness Project 2019-2021 Tourism Marketing Strategy, February 2019
● The Parliament of the Republic of Moldova Law on the Organization and Practicing of Tourism Activities in
Moldova, November 2006
● BKWine Wine Tourism in Moldova Report, Part 1: Wine Tourism Overview, 2019
● Magenta Consulting Tourism in Republic of Moldova Comparative Study for 2012, 2016 and 2018, March 2019
● Situation Assessment and Terms of Reference for a Tourism Development Master Plan, August 2016
● Magenta Consulting Moldova Tourist Survey Report, December 2018
● USAID Moldova Competitiveness Project (MCP) Mid-Term Evaluation and Moldova Competitiveness Sector
Assessment Activity
● Tourism Market and Promotion Framework and Action Plan 2017-2018, October 2016
● USAID’s Assistance Strategy for Moldova 2001-2005, January 2001
● Tourism Agency of the Republic of Moldova Tourism Development Strategy “Tourism 2020”
● USAID Moldova Competitiveness Project White Book for the Normative Regulatory Framework Reform of the
Tourism Industry in The Republic of Moldova
● Documentary research of all relevant statistical data and research, including data published by the National
Bureau of Statistics, the World Tourism Organization (UNWTO), the World Economic Forum (WEF), the World
Tourism and Travel Council (WTTC) and foreign visitor surveys, made in 2016 and 2018.
● The draft of the National Tourism Development Program in the Republic of Moldova "Tourism -2025"
● Market data (relevant websites, industry expertise specifically within the tourism sector, and previous focus
groups and stakeholder discussions)

The team also conducted research to understand the government’s current strategic approach and plans for tourism
development and promotion. The findings of this desk research are presented in Section 3 of the Inception Report.

2.2 Stakeholder Engagement Plan

In addition to obtaining an understanding of the current tourism situation in Moldova, the inception phase has focused on
preparing for the qualitative research that will help to inform priority segments through stakeholder interviews. Once the
approach is approved by the client, the team will work to obtain perceptions from representatives of all components of the
tourism industry (refer to the full list included below).

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This will be done by engaging stakeholders to first understand what the consultancy is trying to achieve and why, but
more importantly helping them drive the process and own the eventual strategic interventions and action plans to be
developed as the final deliverables. It is critical through these initial communications to show tourism stakeholders that
even though the project team is conducting the consultancy, we are doing so on the behalf of the Moldovan Investment
Agency and our communication efforts must reflect and communicate this. A project fact sheet to aid in these
communication efforts can be found in Annex A. Depending on availability, consultations with stakeholders will take place
via both face-to-face interviews and through available online tools (Zoom, Skype, Viber, Facebook, etc.).

A questionnaire for stakeholder interviews is included as Annex B and was developed to collect inputs on:
● Current and priority markets
● Travel behaviors of visitors
● Key attractions and events
● Impacts and priorities for COVID-19 recovery

The draft questionnaire, as well as list of stakeholders below have been shared with the Moldova Investment Agency team.
A summary of the qualitative research collected during the rapid assessment will be included in Progress Report #1.

The qualitative interviews will focus on the following major groups of stakeholders, with specific individuals identified
from each:
● Travel agencies focused on inbound tourism
● International tour operators selling Moldova
● Air Carriers
● Ground Transportation Services
● Luxury Hotels
● Business Hotels
● Pensions and Guest Houses
● Local Guides
● Restaurants and Catering Businesses
● Wineries
● Administrator and Representatives of Tourist Attractions
● Public Authorities
● Other Interested Parties
● Moldovan Guides, Lecturers and Translators Association
● Universities
● Media, Travel Bloggers and Social Media Influencers

A full list of stakeholders can be found in Annex C.

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2.3 Government’s Strategic Approach for Tourism Development and Promotion
The initial phase of the project required a thorough understanding of the government’s strategic approach and plans for
tourism development and promotion in the coming years. Currently, the tourism sector in the Republic of Moldova is
governed and regulated by the following legislation and policy documents:
● Tourism Development Strategy "Tourism 2020"
● A White Paper for reforming the normative-regulatory framework of the tourism industry
● A number of specific laws regarding the general rules for the tourism sector, including:
○ Law no. 352-XVI of 24 November 2006 on the Organization and Practicing of Tourism Activities in
Moldova
○ Law no. 105 of 13.03.2003, regarding customer protection
○ Law no. 131 of 08.06.2012, regarding state control over the entrepreneurial activity
○ Law no. 7 of 26.02.2016, on market surveillance relating to the marketing of non-food products
○ Law no. 160 of 22.07.2011, regarding the regulation by authorization of the entrepreneurial activity
○ Law no. 220 of 19.10.2007, regarding the state registration of legal entities and individual
entrepreneurs
○ Law no. 231 of 23.09.2010, regarding the internal trade
○ Law no. 98 of 04.05.2012, regarding specialized central public administration
○ Law no. 152 of 17.07.2014, Education Code
○ Government Decision no. 455 of 21.06.2017, regarding resources distribution of the National Fund for
the Development of Agriculture and Rural Environment.

In July 2019, the Ministry of Economy and Infrastructure initiated a Working Group for the consultation of a new policy
document, the National Tourism Development Program (NTD) "Tourism - 2025". The goal of this strategy is to ensure
continuity in exhibiting the state vision and objectives for this sector. This document is currently in the public consultation
phase prior to formal approval by the Government.

Tourism Development Strategy "Tourism 2020"

This is the current strategic planning document for the industry which outlines a plan for the overall objective of
"Promoting tourism activities in the Republic of Moldova by developing local and incoming tourism" through achieving
the following:
• Improving the policy framework of the tourism sector in accordance with the requirements of tourism European
standards;
• Capitalizing the national tourism opportunities and promoting the image of the Republic of Moldova as a tourist
destination;
• Regional development of tourism;
• Increasing the training level of specialized staff and tourist services quality; and

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 • Technological modernization of the tourism industry through enhanced information and communication
technologies.

For inbound tourism, the strategy included indicators of an annual increase of 3% in arrivals and 8.1% in tourism-related
revenues. In reality, the data for the period 2014-2018 suggests that these projections were exceeded with the average
annual growth in visitation (2014-2018) up by 7.6% and the related revenues increased by 30.1%. So far there has not
been an evaluation of the results of the Tourism 2020 Strategy to determine how these increases can be directly attributed
to strategic interventions.

White Paper on the reform of the Normative-Regulatory Framework of the Tourism Industry in the Republic
of Moldova
In June 2018, this White Paper was presented under the auspices of the Ministry of Economy and Infrastructure. It was
developed through a participatory process and with the main goal of the development of local and incoming tourism by
ensuring a regulatory framework that facilitates entrepreneurial initiatives, protects customers, encourages using of
informational technologies, supports public-private partnerships aimed at infrastructure development, landscaping,
destination management and national tourist areas, diversification and promotion of the tourist offer, and organization of
qualitative professional training. Some recommendations from the 2018 White Paper are pending implementation.

National Tourism Development Program in the Republic of Moldova "Tourism-2025"

This strategy details the direction of tourism development for the years 2021-2025. Its objective is to position Moldova as
a competitive and sustainable tourist destination, bringing economic, environmental and social benefits to local
communities and future generations. The strategy has three general objectives:
● Increasing the importance and contribution of tourism in the national economy
● Increasing the added value of the incoming and local tourism services
● Extending the benefits of tourism development to regional and local communities and developing sustainable
tourism

To achieve the indicators set forth in the strategy, an action plan defines 12 specific objectives with 48 actions and 182
sub-actions. Examples of a noteworthy actions include:
● Identification of priority tourist destinations for development focused on the "hub and spoke" principle;
● A “Rural Tourism Start-Up” Program that is implementing projects and programs at the regional level, including
supporting the development of small and medium enterprises, stimulating the development of recreational
areas, and repairing access roads to the most promising touristic areas;
● Workforce development and training to increase the quality of hospitality in more rural areas; and
● Respecting the principles of sustainable development which aim to balance economic, social and environmental
considerations.

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Post-COVID allocations to implement this strategy are estimated at 348 million lei (252.7 million lei from the state
budget and the remainder from external assistance), signifying the government’s commitment to the industry as part of
its overall COVID-19 economic recovery strategy.

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Section 3: Summary of Desk Research
3.1 Importance of Global Tourism
Prior to the start of the COVID-19 pandemic, the global tourism sector was expected to grow by 3.9 percent per year
globally over the next 10 years according to the World Travel and Tourism Council (WTTC). In 2018, travel and tourism
contributed $8.8 trillion, or 10.4 percent to global GDP, and the industry supported one in ten jobs (319 million) across
the world.

3.2 Demand Side Analysis

Pre-COVID
Data from the World Travel and Tourism Council shows that travel and tourism was an important part of the Moldova
economy in 2019—comprising 7.3% of GDP. A growth of 3.9% was also recorded in 2019 coinciding with WTTC predictions
as well as the highest number of foreign visitors recorded to date at a total of 4.48 million.

Data from Moldova’s National Bureau of Statistics sheds light on those visiting the country for purely touristic purposes.
Official statistics from 2018 show that, of 4.34 million border crossings made, there were 160,223 visitors who stayed at
least one night in collective accommodation establishments. Out of these four million arrivals, only 19,276 tourists arrived

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in Moldova via a tour operator (less than 0.5%). When looking at these numbers closely, it is important to understand the
majority of international visitors crossing the border are arriving to Moldova for reasons other than leisure tourism,
including shopping (petrol and cigarettes are less expensive in Moldova than Romania, for example), border crossing
daily to attend work, and commercial activities including the sale of goods and products in Moldova.

Analysis of Border Crossings

In terms of border crossings from non-residents, there was over 100% growth recorded in the period 2014-2018 from
2.23 million crossings in 2014 to 4.48 million crossings in 2019. This rise can be partly attributed to a liberalized visa
regime with the European Union and a diversification of flights including more low-cost options. As indicated above, a
majority of the 4.48 million
crossings in 2019 were not for
leisure purposes, with over half
staying in Moldova for less than
24 hours (and likely not
participating in tourism activities).
When discounting those shorter
stays as well as those over 30
days, it can be extrapolated that
closer to 1.7 million border
crossings in 2019 represented
actual tourists.

14
A potential explanation for why only around four out of 10 (37.9%) people represents a potential tourist is found through
analyzing the make-up of border crossings by citizenship. Tourists from Ukraine (21.2%), Romania (38.8%) and Bulgaria
(41.2%) are proportionately lower due to large populations of ethnic communities in the country, dual citizenship (an
impressive number of Moldovan citizens have Romanian citizenship), and from the high volume of regular cross-border
traffic. On the other hand, residents of Italy (82.1%), the United Kingdom (80.3%), France (78.6%), Canada (78.8%) and
Germany (75.8%) have the highest large shares of tourists from the Top 15 countries analyzed below.

Analysis of Visitation through Tour Operators

Source markets booking through travel agencies and tour operators provide further clarity of which countries are currently
visiting Moldova for tourism. The list of 20 countries that generate 86.2% of tourists out of a total of 19,848 visitors,
includes mostly European countries, followed by the USA, and the two major Asian markets of Japan and China.
Arrivals from these markets can be attributed to the following:
● Moldovan tour operators have been active in the top
ten source countries for some time through their
participation in travel trade shows and exhibitions.
These countries also represent where resources
traditionally have been dedicated to marketing
activities in the past.
● Many lengthier itineraries (10-14 days) in the region
often include a combination of Ukraine, Romania and
Moldova.

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 ● Moldovan tour operators have recently partnered with a
number of Austrian outbound operators, resulting in a
60% increase in arrivals from Austria from 2018 to 2019
thanks to the cooperation of Moldovan tour operators
with the largest Austrian tour operators.
● Increase in direct flight options from Germany.
● Moldovan tour operators work closely with Ukrainian
tour operators in both the leisure and MICE segment.
● The rapid growth in the number of Chinese tourists can
be attributed in part by the participation of Moldovan
tour operators at a major Chinese travel trade show over
the past two years, the introduction of electronic tourist
visas for Chinese tourists, and by the organization of
various economic and promotional events in both
countries.
● Tourists from Poland, the UK and Italy visited Moldova
through inbound tour operators, who were regularly
contacted, or became acquainted with, Moldova's offer
through tourist exhibitions in Poznan, Warsaw, Rome,
Rimini and London.

Analysis of Usage of Accommodation Facilities

Over 174,000 foreign tourists utilized accommodation facilities for at least one night in 2019, which is 8.8 times more
than the number of tourists who arrived through tour operators, and 10 times less than the estimated number of potential
foreign tourists based on the number of border crossings. There is also an estimate among the local industry that the true
number of foreign tourists staying at least one night in the Republic of Moldova may be up to 2 or 3 times higher when
compared to official data, based primarily on the extensive network of private apartments available for short-term rentals
(through online marketplaces such as Airbnb.com, as shown below) that are not considered as part of official statistics.

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The data captured by official
accommodations statistics reveals a
compound annual growth rate of
13.1% in foreign tourists prior to the
COVID-19 pandemic (from 94,000 in
2014 to 174,000 in 2019). When
analyzing the types of
accommodations utilized by tourists,
most of the non-residents stayed in
hotels and motels (154,300),
followed by tourist villas (12,700),
and tourist and agritourism pensions
(6,100). The location of the
accommodations also reveals that in 90.5% of cases (or 157,500 foreigners in absolute numbers), tourists are largely
spending the night in the capital city of Chișinău. This is primarily due to a lack of accommodation options in the rest of
the country, the location of the international airport in the capital, and the concentration of business activities in Chișinău.
In 2019, the average length of stay was 2.22 nights. From preliminary discussions with hotel representatives, the average
length of stay of those on business travel is around 2 nights while those visiting for leisure tourism is higher at 2.5 to 3
nights.

Romania, Ukraine, Russia and the United States comprise 53.6% of those staying in accommodations, the order of which
has not changed since 2014.

Impact on visitation from COVID-19

The travel industry has faced unprecedented challenges from the coronavirus pandemic. Statistics released from the
United Nations Secretary General in August 2020 reported the devastating impacts of COVID-19 on the global tourism
industry—including a loss of $320 billion due to a decrease by more than half in international tourist arrivals since travel
restrictions began globally in mid-March.

According to the data presented by the National Bureau of Statistics from the period between January and June 2020,
travel agencies and tour operators provided tourist services to 6,700 inbound foreign tourists and backpackers, a decrease
of 56% when compared to the same period in 2019. In 2020, 95.9% of visitors have arrived for leisure purposes, 2.7% for
business and 1.4% for medical treatment. The vast majority have been from the neighboring countries of Romania and
Ukraine, with some visitors from Russia, Turkey, Italy, Denmark, Georgia, Germany and the United States.

A study on the economic impacts of COVID-19 for Moldova shows that the restriction of interstate circulation imposed by
both the Moldovan authorities and other states has severely affected tourism. Challenges began immediately in March

17
with the cancellation of existing bookings. The situation persists with representatives of the sector struggling to stay in
business. Only the hotel industry (HoReCa GRUP) is showing some signs of life. According to National Statistics, the
number of foreign visitors who spent the night in hotels during the period January - September 2020 in comparison with
the same period of 2019 decreased by 82.2% and in guest houses by 79.5%. Tourism from business visits and official
delegations has been replaced by remote working and virtual conferences for the foreseeable future. Local wineries have
fared the best, which have maintained 50% capacity from domestic tourism. Many local tour operators and travel agencies
have ceased operations or laid off the majority of staff.

While people will travel again, it will look a bit different. Increased safety and cleanliness measures are the major change,
followed by a dramatic increase in traveling domestically or to neighboring countries. Of relatively greater importance will
be building back the industry through more sustainable and eco-friendly activities where people can experience nature
over those that involve more crowded areas. The hotel industry is also trying to adapt to new realities by implementing
security protocols and reducing staff costs. The number one priority in relation to the Government is the implementation
of security measures that ensure Moldova does not appear on the "red list" of other countries, where travelers are issued
warnings for visiting Moldova and / or imposing requirements on people visiting the country.

3.3 Supply Side Analysis

Inbound Tour Operators

A handful of initial inbound tour operators in Moldova were established in 2005 when tourism was managed by the
Ministry of Culture and Tourism. These numbers steadily increased with around 20 inbound tour operators working in the
country at the end of 2015. The largest growth in operators was after 2016 when USAID, and later the Sweden Embassy
and UK AID began to support the tourism industry in Moldova. The liberalization of the market after the revocation of the
license for providing tourist services in 2018 also contributed to the growth. New online travel agencies and activity
operators also began to appear during this period. As of October 2020, there are 43 registered companies in Moldova,
which present their tour offerings on publicly available sources such as individual websites and Facebook pages. Refer to a
full list of tour operators in Annex C. The largest number of foreign tourists from inbound tour operators was recorded in
2019 at 19,848, or 11.4% of total foreign visitors (174,021) who stayed in registered accommodation structures.

Source countries

The list of the top 10 countries of tourists booking through inbound tour operators has not changed significantly in the last
5 years. The number of tourists depends on the activities of outgoing tour operators in the source market, but also on the
focused marketing efforts of Moldova in the given markets (see Table on the following page). In 2019, for example, the
largest growth was recorded in Austria and China, in connection with the beginning of cooperation with important
outgoing operators within Austria, and with the presentation of Moldova for the first time at the travel exhibition in China.

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The source markets for Moldovan tourist companies
2011 2014 2018 2019 CAGR 2019 vs 2019 vs
14/19 2018 2014

Total by countries 10,788 14,362 19,276 19,848 6.7% 3.0% 38.2%

1 Romania 1,600 3,046 3,715 3,455 2.6% -7.0% 13.4%

2 Austria 95 269 1,641 2,622 57.7% 59.8% 874.7%

3 Germany 1,001 708 1,552 1,585 17.5% 2.1% 123.9%

4 Russia 1,404 1,999 1,729 1,398 -6.9% -19.1% -30.1%

5 Ukraine 1,189 1,537 1,542 1,312 -3.1% -14.9% -14.6%

6 Poland 371 430 1,103 990 18.1% -10.2% 130.2%

7 UK/Ireland 350 418 615 958 18.0% 55.8% 129.2%

8 China 166 49 644 841 76.6% 30.6% 1616.3%

9 Italy 445 575 616 571 -0.1% -7.3% -0.7%

10 USA 558 564 405 491 -2.7% 21.2% -12.9%

11 Netherlands 219 336 506 452 6.1% -10.7% 34.5%

12 Japan 258 68 476 431 44.7% -9.5% 533.8%

13 Turkey 477 692 393 357 -12.4% -9.2% -48.4%

14 Sweden 334 238 189 288 3.9% 52.4% 21.0%

15 Finland 128 76 451 277 29.5% -38.6% 264.5%

CAGR: Compound Annual Growth Rate

Source: National Bureau Statistics data, authors' calculations

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Most travel companies (37 out of 43) focus on mass leisure tourism, nine of which serve the MICE segment (meetings,
incentives, conferences, and events) and organize more complex stays to include the audio / video equipment rentals
preparation of printed materials, brochures, invitations, gala evenings with artists, branded gifts for participants, etc.
Other notable findings of current operators include:
● 29 companies offer private tailor-made tours
● 21 companies offer a guaranteed tour for a specific date
● 11 companies focus on larger group tours (up to 45 people)
● 7 companies offer itineraries for families with children
● 6 companies offer multi-country itineraries with Romania, Ukraine, and Belarus
● 2 tour operators offer self-guided tours; otherwise, itinerary suggestions for independent travelers are difficult to
find online

Over 75% of the tour operators analyzed (33 out of 43) offer wine and gastronomic tours in combination with cultural and
historical tours. Other types of tours available on the market include:
● Soft adventure and active recreation: 13 companies
● Religious tourism: 1 company
● Sports tourism: 3 companies
● New types of programs (eco, relaxation, photography): 3 companies
● Medical tourism: 1 company

Each of the 43 analyzed companies offer day excursions or shorter trips for tourists who are already accommodated in
Moldova (i.e. in-site tourists).

The current demographic make-up of clients was estimated by tour operators as the following:
● Tourism supply and demand is primarily dominated by wine, gastronomy, culture and history
● Approximately 50% of tourists are Baby Boomers ages 55+
● Approximately 30% are Generation X (40 - 55 years)
● Approximately 20% are Millennials (24-39 years)

Price comparison of offers

An objective comparison of offers from publicly available information is difficult, as there are no details on which the price
depends, such as the size of the group, the type of accommodation, meals and additional activities. The price scale is wide,
there are inexpensive tours and excursions, but also all inclusive, where the price is higher. Selected gastronomic activities
(tasting of cognac, black caviar with champagne, etc.) reach prices in the luxury travel segment, but Moldova is lacking
luxury accommodation options to attract the luxury market and demand a higher level of spending. The offers of tour
operators and most service providers also do not specify different prices depending on the seasonality (peak and off-peak
season) and depending on the day of the week (weekdays and weekends). A sample of tours is below:

20
Source: Travelomoldova.com

Sales and Distribution

Approximately half of the analyzed companies (21 out of 43) sell their services indirectly through international outbound
operators. All operators have their own website and Facebook pages through which they promote and sell their services.
Only two activity operators provide direct sales with an online payment option. This is primarily due to the insufficient
digitization of the banking sector as well as the processes of the tour companies.

Direct sales: # of companies

Website plus Facebook page 36

Facebook only 4

Online travel agent platform (with online payment option) 3

Total direct sales: 43

Indirect Sales: # of companies

Foreign outbound tour operators 21

Including local intermediary companies 4

Total indirect sales: 21

Source: authors' research

21
In the last two years, several (4-6) of the most progressive Moldovan travel companies have placed their offer on the
platforms of foreign OTA companies and sell tours and activities online, including the execution of payments. COVID-19
had encouraged the process of digitizing the work of tour operators and service providers (such as wineries) for contactless
booking, some of which are rapidly preparing their websites for online reservations and payments for services.

Travel Trade Shows

Until 2018 when reforms in the field of tourism reduced funding available from the state budget, tour operators typically
participated in and presented their services at 8 -10 international travel exhibitions each year. Tour operators now
individually pay to participate in closer to 5-6 exhibitions per year, which have now mostly been cancelled due to COVID-
19. The largest 5-7 tour operators organized FAM trips for their partner tour operators, as well as presentations of their
services for journalists and bloggers during press trips, organized by Moldova’s incoming tourism association (ANTRIM) as
well as the Moldovan Investment Agency1.

List of countries where Moldova participated at Travel Fairs and Trade Shows

Country Expo Name Years of Participation Additional Promotion Efforts

Romania TTR Bucharest 2014, 2015, 2016, 2017, 2018, 2019, 2020 1-2 press conference

Russia Intourmarket 2016, 2017, 2018, 2019, 2020 2 press conferences, 1 FAM trip, 2
Moscow Economic Forum Moldova - Russia

Poland TT Warsaw 2016, 2017, 2018, 2019 1 -2 press conference, FAM and
press trip

Poland Tour Salon Poznan 2011, 2012, 2013, 2014, 2015, 2016 press conference, FAM and press
trips

Italy BIT Milan 2017, 2018, 2019, 2020 press conference, FAM and press
trips

Italy TTG Rimini 2017, 2018, 2019 press conference, FAM and press
trips

Austria Ferien Messe Wien 2013, 2014, 2018 none

1
Currently, the Moldovan Investment Agency provides support for participation in international exhibitions by co-financing 50-80% of
the total cost.

22
 Germany ITB Berlin 2011, 2012, 2013, 2014, 2015, 2016, 2017, 1 press conference
2018, 2019

Germany CMT Stuttgart 2012, 2013 1 press conference

Uk WTM London 2013, 2014, 2015, 2016, 2017 1 press conference

China COTTM Beijing 2018 none

Japan JATA Tokyo 2012, 2013, 2014, 2018 2 press conferences

Finland Matka Helsinki 2019, 2020 none

Source: ANTRIM, Tatrabis

Accommodations Analysis
Moldova ranks 124th out of 140 destinations in terms of the number of hotel rooms per population, according to the WTO
index of global competitiveness. The availability of establishments and individual rooms is in the table below:

Number of Establishments 2019

Hotels and motels 110

Tourist and agritourist pensions 36

Hostels for visitors 3

Health-care structures 7

Recreation camps and other recreation structures 58

Children summer camps 53

Total 267

23
Number of Rooms 2019

Hotels and motels 2822

Tourist and agritourist pensions 468

Hostels for visitors 170

Health-care structures 1039

Recreation camps and other recreation structures 1382

Children summer camps 2132

Total 8013
Source: National Bureau of Statistics

Hotels
The availability of higher-end hotels in Moldova is particularly limited. According to official statistics, there were just under
1,000 rooms in four- and five-star hotels in 2018, representing an increase of 10% since 2014.
Higher-end accommodations are also unevenly distributed, with the vast majority located in Chișinău (100% of 5* hotels,
16 out of 18 hotels with 4*, and two out of two 4* aparthotels). There are only two international hotels—the Radisson and
Marriott Courtyard—both in Chișinău. According to domestic tour operators, there are few good quality accommodation
options outside of the capital, especially for larger groups of tourists.

Geographical Distribution and Capacity of Hotels and Motels as of December 31, 2018
HOTELS APARTHOTELS MOTELS
TOTALS
Total 5* 4* 3* 2* 1* U Total 4* U Total 3* U
NUMBER OF UNITS
Total Moldova 97 6 18 24 17 6 26 5 2 3 5 1 4 107
Mun. Chisinau 48 6 16 17 6 2 1 5 2 3 - - - 53
North 27 2 4 6 4 11 - - - 2 2 29
Center 8 3 2 3 - - - 3 1 2 11
South 7 2 5 - - - - - - 7
UTA Gagauzia 7 1 6 - - - - - - 7
NUMBER OF ROOMS
Total Moldova 2,695 287 711 734 523 189 251 95 51 44 45 18 27 2,835
Mun. Chisinau 1,976 287 638 591 287 159 14 95 51 44 - - - 2,071
North 400 - 73 50 157 30 90 - - - 16 - 16 416
Center 182 93 18 71 - - - 29 18 11 211
South 79 48 31 - - - - - - 79
UTA Gagauzia 58 13 45 - - - - - - 58
NUMBER OF BED PLACES
Total Moldova 5,093 486 1,274 1,397 997 435 504 181 102 79 99 36 63 5,373

24
 HOTELS APARTHOTELS MOTELS
TOTALS
Total 5* 4* 3* 2* 1* U Total 4* U Total 3* U
Mun. Chisinau 3,683 486 1,153 1,098 550 368 28 181 102 79 - - - 3,864
North 759 - 121 95 298 67 178 - - - 41 - 41 800
Center 379 204 37 138 - - - 58 36 22 437
South 163 96 67 - - - - - - 163
UTA Gagauzia 109 16 93 - - - - - - 109
U=Unclassified Source: National Bureau of Statistics

The quality of the 2- and 3-star hotels is considered low, according to tour operators and travelers. Most Tripadvisor
reviews mention outdated accommodations, cleanliness issues, and poor quality of services and food. There are a small
number of motels and hotels with a combined total of 215 beds.

Tourist and Agrotourism Pensions

Although the number of tourist and agrotourism pensions has increased since 2014 (from 19 to 26), the number of rooms
and beds has decreased, by 72 beds, or 8%. The number and capacity of four-star tourist and agrotourism pensions has
not changed, but there has been an increase in the number of three- and two-star properties, probably due to the higher
number of pensions that have been classified during this period.

Geographical Distribution and Capacity of Tourist and Agrotourist Pensions as of December 31, 2018
AGROTOURIST
TOURIST PENSIONS
PENSIONS TOTALS
Total 5* 4* 3* 2* 1* U Total 4* U
NUMBER OF UNITS
Total Moldova 26 - 6 10 5 1 4 7 5 2 33
Mun. Chisinau 13 - 3 4 3 1 2 - - - 13
North 4 - 1 1 1 - 1 - - - 4
Center 6 - 1 4 - 1 6 4 2 12
South 3 - 1 1 1 - - - - - 3
UTA Gagauzia - - - - - - - 1 1 - 1
NUMBER OF ROOMS
Total Moldova 394 - 133 84 50 11 116 60 50 10 454
Mun. Chisinau 217 - 109 28 37 11 32 - - - 217
North 102 - 10 9 3 - 80 - - - 102
Center 40 - 4 32 - - 4 50 40 10 90
South 35 - 10 15 10 - - - - - 35
UTA Gagauzia - - - - - - - 10 10 - 10
NUMBER OF BED PLACES
Total Moldova 828 - 277 170 102 22 257 136 116 20 964
Mun. Chisinau 445 - 227 56 72 22 68 - - - 445
North 227 - 22 18 7 - 180 - - - 227
Center 83 - 8 66 - - 9 115 95 20 198
South 73 - 20 30 23 - - - - - 73
UTA Gagauzia - - - - - - - 21 21 - 21
Source: National Bureau of Statistics

25
In the three-star category, the average number of beds per room has dropped from 2.8 to 2 beds per room, which may
reflect rising standards, but will limit the option of this type of accommodation for families.

Four-star tourist pensions tend to be larger, with an average of 22 rooms (46 beds) per unit, making them less attractive
for independent travelers, while improving their capacity for tours intended for groups. At the same time, their number is
limited, with just 6 in total, out of which 3 are located in Chisinau. This makes it harder four tourists to stay overnight
outside of Chisinau.

Location of Accommodation Structures

As mentioned above, luxury hotels (four and five stars) are located mainly in Chișinău. These properties are considered
difficult to book in advance and expensive. However, hotel owners (in Chișinău) complained about the low occupancy rate
of about 30% out of season and on weekends prior to COVID-19.

A limited number of accommodation units are offered at the larger

wineries (including Mimi Castle, Purcari, Château Vartely, for
example). The geographical distribution of agritourist pensions
seems to follow the main routes for travelers from eastern Romania
and Ukraine, together with several near Chișinău. There are no
registered rural accommodation structures in the north and
northeast of the country, where there is a relatively high density of
natural and historical attractions (including Rudi-Arioneşti
landscape reservation, “Pădurea Domnească”, etc.).

In addition to hotels and pensions, there are over 300 apartments

in the country included on Airbnb. Most of these apartments are
located in Chișinău (86% of the total) and 24 apartments are located
in Transnistria (10% of the total) with the remainder in the following
more touristic locations as indicated by the map to the right:

Seasonality

There is no publicly available data on hotel occupancy rates by time of year, however focus groups with both tour operators
and hotel operators identified the peak period as beginning the second half of April and peaking in late September and
early October, coinciding with National Wine Day (an annual celebration to recognize the significance of winemaking and
viticulture held the first weekend of each October). November through March is the low season for visitors. The difference

26
between the seasons is pronounced, the occupancy of hotels ranging between 80 – 95 percent during peak periods and
decreasing to 15 percent outside the peak period.

Occupancy Rates

The occupancy rate of accommodation structures is very low. Undoubtedly, there is available capacity in Chișinău for much
of the year and on weekends. Hotels tend to come with few offers for travel agencies and domestic tour operators,
however it tends to be limited to discounts or more flexibility on cancellations. It also seems that few of the hotels offer
multi-day packages to local tour operators. Following an online analysis of hotel offers, discounts are also not offered to
encourage longer stays. Outside of Chișinău, there is typically not enough capacity to accommodate medium and large
groups (from 40 to 120 people) in one location.

Tour and Activity Analysis

Tour operators typically plan two types of tours depending on where the tourists are staying. In most cases (around 70%), a
visitor is staying in Chișinău with a number of daily guided excursions, returning to Chișinău each evening. A typical
itinerary is below:
Day 1: Airport pickup, excursion, wine tasting and dinner (local food with a local wine pairing activity) in winery
Asconi, transfer to Chișinău hotel
Day 2: Tour of Chișinău, Curchi Monastery excursion; Orhei Vechi to visit archaeological sites, lunch, traditional
Moldovan food in the Eco Resort pension; wine cellars of Cricova, excursion, wine tasting and dinner; transfer to
Chișinău hotel
Day 3: Full day trip to Transnistria, visit to Tighina fortress, transfer to Tiraspol, lunch in a Ukrainian restaurant,
excursion with cognac tasting in the Kvint factory, city tour, transfer to Chișinău hotel
Day 4: Full day trip to Gagauzia; excursion, tour of the city of Comrat, visit to the National Gagauz Museum
Besalma; excursion, wine tasting and traditional Gagauz cuisine in the Vinuri Comrat winery; transfer to Chișinău
hotel
Day 5: half day trip; free time in Chișinău, visit to the central bazaar, souvenir shopping; transfer to Castel Mimi,
excursion and wine tasting with selected food (wine pairing); transfer to the airport.

The reason that Chișinău typically serves as a “home base” for these tours is due to an insufficient number and quality of
accommodation in the countryside. The second type of tour (around 30%) is a route with several overnight stays in various
parts of the country, an example of which is below:
Day 1: Airport pick up, transfer to Chișinău hotel, city trip
Day 2: Transfer to Trinca village, walking trip in Fetesti Nature Reserve, violin and cello factory excursion, lunch
in local guesthouse, Limestone Mine visit, transfer to hotel in Edinet city
Day 3: Transfer to La Castel landscape Reserve, walking trip, Zambriceni monastery excursion and lunch,
transfer to Glodeni, accommodation in guest house

27
 Day 4: Transfer to Suta de Movile Reserve, walking trip, lunch break, walking trip in Padurea Domneasca (the
Royal Forest), transfer to Duruitoarea camping resort
Day 5: Transfer to Pociumbeni, walking trip to Horodiste - Varatic (Moldova’s Fjords), transfer to Trebujeni,
accommodation in guest house
Day 6: excursion in Orhei Vechi Natural Reserve, lunch in Eco resort Butuceni, walking trip to Furceni, transport
to Cricova, excursion, wine tasting and dinner in Cricova, transport to Chișinău, accomodation in the hotel
Day 7: Chișinău, free time, shopping, transfer to the airport.

Other observations of interest related to tour offerings include:

● The average length of overnight stay of foreign visitors, both individual and through tour operators, was 3.2 days
in 2019
● Through analyzing the tour offerings of 30 local companies, the typical tour length is 2-4 days (19 offers) and 5-7
days tours (14 offers). Tours of eight days and more are only offered by three companies.
● Tour itineraries are typically all inclusive, providing accommodations, meals, transport, guide, tour leader,
excursions, and master classes
● Various modes of transport are utilized depending on the tour group size. Typical vehicles are cars (for two
people), minivans (for 3-6 people), minibuses (for 7-20 people), and larger buses for groups over 20. For tourists
from some countries (Japan), a bus is required for a group of less than 20 people so that everyone can sit by the
window. The experience of traveling by train can be planned on the way to Transnistria, Odessa, or Bucharest
during combined tours.
● Almost all tours are accompanied by a guide or team leader. During visits to museums, wineries, they also play
the role of translator into a language spoken by the group of tourists. During excursions for 1-2 people, to keep
the prices lower, tourists are typically without a guide during the transport, and a guide will meet them at the
location of the excursion.

The tourist season in Moldova is from the end of April to the end of October. The peak season is during May - June and
September - October (corresponding with the annual Wine Festival in Moldova), which is attended by many international
visitors. Accommodation capacities in Chișinău and the surrounding area are sold out. There are also special offers for the
winter season, including Christmas market tours in December, New Year's tours as well as festivals and sports activities
organized in underground wine cellars during the colder months of January and February.

Types of Tours and Excursions

Tours and excursions from the tour operators have a variety of names, typically classified according to content, program,
theme (wine, gastronomy, soviet history), location (urban, countryside, Transnistria), but also according to the period
(Christmas, New year, weekend tour) or ethnicity (Gagauzia, Jewish heritage). For the purposes of our analysis, and to

28
obtain a sense of what activities are currently offered and sold, we have divided tour offerings into four categories
according to the type of program:
1) Wine & Gastronomy - emphasis on visiting wineries, excursions associated with wine tasting in combination
with national Moldovan food
● Itinerary features: visit to cultural monument, lunch with traditional Moldovan food, gastronomic course, visit to
the winery with wine tasting and dinner
● Example: excursion to Curchi monastery, Orhei Vechi nature reserve, culinary master class and lunch at Eco
Resort Butuceni, excursion, wine tasting and dinner in the underground Cricova wine cellar

2) Culture & History - emphasis on visiting cultural and historical attractions, monuments and regions, territories
with different cultures, lifestyle (Gagauzia, Transnistria)
● Itinerary features: visit to cultural monument and museums, tour of studio where traditional Moldovan carpets
are produced, master class of small souvenir production, visit to a medieval fortress, lunch with traditional
Moldovan food, experience with local people, visit to a monastery
● Example: excursion to the carpet museum in Clisova Noua and the production of a small souvenir, Soroca
Fortress, lunch in a restaurant with traditional Moldovan dishes, meeting with a Gypsy ethnic group on the
Soroca Gypsy Hill

3) Active and Adventure Tours - emphasis on physical activities and enjoying the outdoors and scenery
● Itinerary features: shorter itineraries (1-2 days) are focused mainly on the activity (walking, kayaking, or cycling).
Itineraries several days in length tend to include the main wine, cultural and historical attractions.
● Example: getting acquainted with the production of lime in the village of Trinca, hiking tour from Trinca to
Fetesti, lunch in a restaurant with traditional Moldovan dishes, ascent to the Fetesti quarry, hiking tour to
Gordinesti, dinner with a tasting of Moldovan wines in the guest house.

4) Multi-country Itineraries - typically seven or more days and include one or more neighboring countries
● Itinerary features: arrival in a neighboring
country, visit to the main attractions, transfer to
Moldova, visit to the main attractions, departure
home, possibly continuation to a third country
● Example: 4 days on the route Chernobyl, Kiev,
Odessa, transfer to Moldova, 3 days in Moldova,
transfer to Romania via Iasi to Bucharest, 3 days
in Romania, departure home. Combined tours to
Moldova with a visit to Kiev, Odessa, or Iasi are
interesting for those tourists for whom Chișinău

29
 and Moldova are unknown and more of them are tempting to visit neighboring cities as well as for tourists from
other continents (Asia, America) during their long-haul flights.

Prices of tours and one day excursions

The table below shows freely published prices of tours and excursions of 30 analyzed companies.

For stays of more than 8 days, tour operators typically offer tours combined with other nearby countries. This is related to
the demand from tourists coming from source countries who prefer a shorter length of tours when choosing tours such as
wine & gastronomy, culture & history, and active recreation, which are typically 3-5 days. Tours suitable for longer stays
(including for study/educational purposes, recreational stays for families with children, and medical stays) are not
currently offered by tour operators from Moldova due to the lack of offer from service providers (educational institutions,
recreation centers, sanatoriums, spas). Stays due to visits by family members, which last 2-4 weeks, are preferred by
individual tourists, mostly Moldovan diaspora, who organize them themselves, without the participation of tour
operators.

Source countries preferring specific types of tours as well as their age are listed in the Table below. Tourists who prefer
wine tours, mostly from neighboring countries, come for a short period, during the weekend, or for 3-4 days. Cultural and
historical tours are popular among older tourists, mostly from Western Europe (including Germany, Italy and Austria).
Tourists from the Scandinavian countries tend to enjoy more active holidays combined with relaxation in spa and wellness
facilities. Tourists who come from distant Asian countries, the USA and Australia, tend to travel for a longer period of time
(8-14 days), during which they will visit several other countries in additional to Moldova (such as Romania, Ukraine,
Belarus, and Turkey).

30
Table: Preferences of tourists from source countries, their age and type of the tours
Type of Tour Wine & Gastro Culture & History Active & Adventure Combined Trips
Source Countries Romania, Ukraine, Germany, Austria, UK, Denmark, UK, USA, China,
Russia, Poland Italy, Japan Sweden, Finland Japan, Australia
Estimated age of 30 - 70 50 - 80 30 - 70 30 - 75
tourist segments

Importance of the Wine Industry

Moldova has a little over 100,000 hectares of vines, a larger proportion of its land covered with vineyards than any other
country. As a result, the wine industry and its rich history are extremely important for the economy and the tourism
industry. Decades ago, Moldova was known within the Soviet Union for making that country’s best wine. Under
communism, however, standards suffered as the emphasis shifted from quality to quantity. When the USSR collapsed in
the early 1990s, the wine industry was left to slowly rebuild. In the past few years, several new and privately-owned
wineries have opened up, with some offering overnight accommodations along with high-quality meals and tastings. It is
popular in Moldova for tour operators to include excursions with wine (or cognac) tasting, which increase the price of the
tour. The table below shows the prices of excursions of individual wineries and cognac producers (cost presented below
does not include transport or guide services). Refer to an analysis of wineries throughout Moldova in Annex D.

type of excursion, wine tasting price range in Eur average price in Eur notes

without wine tasting 8 - 18 10,4 most expensive Cricova

3 wines 8 - 23 12,5 most expensive Cricova

5 wines 10 - 31 18,5 most expensive Cricova

7 wines 13 - 33 21,5 most expensive Purcari

5 wines with lunch/dinner 15 - 34 30,6 most expensive Milesti Mici

6 wines with lunch/dinner 20 - 40 29,1 most expensive Asconi

7 wines with lunch/dinner 30 - 75 38,4 most expensive Milesti Mici

5 types of cognac 5 -10 years old 10 -17 12,7 most expensive Aroma

5 types of cognac 10 -30 years old 26- 30 28 most expensive Kvint

5 types of cognac 10 - 50 years old 70 70 most expensive Kvint

31
A total of 24 companies were analyzed, of which 21 are wine producers (from a total of 199 wine producers in 2019) and
three are spirit (cognac, brandy) producers (from a total of 14 spirits producers in 2017). All companies accept tourists,
they organize excursions for them with and without wine tasting. Prices for excursions with tastings depend on the
number of wines tasted and whether they are associated with lunch or dinner. The most expensive excursions and tastings
are provided by branded wineries, which are visited by more than 10,000 clients a year. These include Cricova, Milesti
Mici, Purcari, Asconi, Castel Mimi, the leader is the Cricova winery, which was visited by more than 100,000 clients a year
in 2019 and is one of the top five most visited wineries in the world.

Several conclusions can be drawn from this analysis:

● The most transparent pricing information can be found in the segment of wine and gastronomic tours and
cultural and historical tours, of which the majority of operators are focused
● The price range varies to appeal to a variety of markets with inexpensive one-day excursions and tours (at 8 -15
euros per person/day), but also more expensive excursions (from 70 euros per person/day)
● One-day excursions typically range from 17 - 40 euros / person
● One-day wine gastro excursions are 27% more expensive than cultural and historical excursions (44 Eur vs 32
Eur)
● 5 to 7-day wine & gastronomic tours are 36% more expensive than cultural - historical tours (521 Eur vs 334 Eur)
● One-day activities are the cheapest, e.g. hiking tours (29.5 EUR), which are intended for foreign tourists who
book after their arrival in Moldova and seeking an activity
● 5-7 days of adventure tours (540 Eur) are comparable to wine & gastronomy (521 Eur) and can be higher as they
include accommodation and additional activities such as wine tastings, which increase the total price of the tour
● The prices of combined tours are the highest (8 days or more for 1163 EUR) also due to additional transport costs
between neighboring countries

Touristic Routes for Independent Travelers

Previous efforts have been made to establish routes for
independent travelers, including 20 national touristic
routes and 7 wine routes, however they are not widely
promoted.

Perhaps the most interesting to independent travelers and

mentioned by Lonely Planet, the Wine Routes of Moldova is
a network of three routes. They reach into the country's
historic wine regions of Codru, Valul lui Traian and Stefan
Voda. The roads – begin in the capital, Chișinău – and serve
as cultural and adventure corridors that map out festivals,
events, and key points of interests such as B&Bs, fortresses,

32
monasteries, nature reserves, and archaeological sites. For travelers, this network and expansion of current information
provides clear itineraries to help string together and locate wineries and other points of interest along the way. The Wine
Routes of Moldova also adhere to the ITER VITIS ROUTE, the European Cultural Route of the Vine and Wine 'Iter Vitis – Les
Chemins de la Vigne', promoted by the European Federation Iter Vitis and certified 'Cultural Route of the Council of
Europe' in 2009.

In 2019, the first cross-border route in the region was created, “Voivode Stephen the Great and Saint”, including 29 tourist
attractions on both banks of the Prut River, historically linked to the name of the voivode. The cultural-tourist route
"Voivode of Stephen the Great and Saint" covers approximately 2,000 km and crosses eighteen localities in Romania,
eleven localities in the Republic of Moldova and thirteen vineyards. The tourist attractions represented by the founded
monasteries, the fortified fortresses, the ruins (royal cellars) over 500 years old, whose continuity has been preserved to
this day and, last but not least, the museums in which are organized exhibitions with vestiges from the reign of Voivode
Stephen the Great offers to the tourists spirituality and history lessons. The route is completed by another 80 additional
places, 34 from the Republic of Moldova and 46 from Romania, which offer wine tourism, adventure and gastronomic
experience2.

3.4 Incoming Flight Analysis

According to the Tourism Competitiveness Index 2019, the Republic of Moldova ranks 63rd out of 140 destinations for the
number of aircraft takeoffs. Four international airports are open to international traffic in Moldova, including Chișinău,
Balti, Cahul, and Marculesti. Only the Chișinău International Airport operates with passengers and cargo permanent
routes. The other airports operate with charter routes only. Moldova has in recent years modernized its airport facilities at
Chișinău International Airport. In October 2019, there were regular weekly connections with 17 countries, with strong
connections, in particular, with the countries of Russia, Turkey and Italy. The importance of these connections is largely
explained by the diaspora's connections with Russia and Italy and by the fact that Istanbul has become an important
regional hub for future connections. In 2018, 1.6 million air passengers utilized Chișinău International Airport. The main
airlines passing through Chișinău airport include Air Moldova, Aeroflot, FlyOne, Turkish Airlines, Lufthansa, Austrian
Airlines and LOT.

The main low-cost carrier utilizing Chișinău International Airport is Wizz Air, with flights to Barcelona, Beauvais, Bergamo,
Berlin-Schönefeld, Bologna, Charleroi, Dortmund, London-Luton, Memmingen, Rome-Fiumicino, Treviso, Vienna and a
seasonal charter to Athens. According to tour operators, flights are relatively expensive compared to other regional
destinations, for example round-trip LOT tickets from Warsaw to Moldova are around EUR 200.00.

Moldova’s Connectivity with Source Markets before COVID-19

2
https://invest.gov.md/en/news/the-cultural-tourist-route-voivode-stephen-the-great-and-saint-could-become-an-international-route

33
According to official data from Chișinău airport (in June 2019), the capital city was directly connected to 40 cities with a
strong concentration on three countries: Russia, Romania, and Italy. The traditional business and Diaspora connections
with Moscow and Bucharest and the heavy presence of Diaspora in Italy help to explain an intensive presence of flights
from these countries. There were 8 airports in Italy (Bologna, Florence, Milano, Parma, Rome, Torino, Venice and Verona)
with flights to Chișinău, with Verona and Milano serving as the main gateways.

Monthly air connections from Chișinău (reference month: June 2019)

Top 20 connected cities Number of flights and airports
per country

City # flights per City # flights per

month month # flights per month No. of Airports

Moscow 237 Rome 38 Russia 300 3

Bucharest 110 Venice 34 Italy 260 8

Antalya 90 Warsaw 34 Turkey 191 5

Istanbul 79 Tel Aviv 32 Romania 110 1

London 67 Paris 31 Germany 69 4

Vienna 55 Kyiv 30 UK 67 1

St. Petersburg 47 Minsk 30 France 39 2

Verona 44 Dublin 29 Belgium 38 1

Milan 42 Bologna 28 Poland 34 1

Frankfurt 41 Barcelona 20 Israel 32 1

Source: http://www.airport.md/full-flight-schedule-en. (Updated May 28th, 2019)

Impacts of COVID-19 on Incoming Flights

In mid-March 2020, all regular air flights were stopped as a necessary measure to prevent the spread of COVID-19
infection. It was initially for two months, until May 15, however the ban was extended until June 30. Only charter flights
were organized for the evacuation of Moldovan citizens abroad or for the transport of basic necessities including
medicines or protective equipment. As a result, air traffic was reduced by over 90%, and it severely affected airlines as well
as Chișinău International Airport.

34
Air passengers utilizing Chișinău International Airport (thousands of passengers)

Month/Year 2010 2015 2016 2017 2018 2019 2020 2020 vs 2019
(y-o-y)

-14%
January 29.4 77.4 71.7 98.6 108.2 101.3 87.1

-16%
February 23.1 48.1 52.8 72.6 77.5 78.5 66.0

-57%
March 31.3 49.2 58.9 79.2 86.9 90.2 38.9

-94%
April 38.6 70.1 64.3 113.6 116.7 103.5 6.7

-95%
May 52.7 93.7 86.8 134.8 122.7 138.8 6.7

-95%
June 58.5 125.9 114.3 198.2 188.4 182.7 8.3

-89%
July 70.6 145.8 143.8 224.8 211.7 202.7 22.0

-85%
August 82.2 152.0 159.8 235.9 226.7 225.7 34.2

September 73.3 110.9 121.3 173.6 171.6 168.7 na

October 67.3 77.0 96.8 117.0 118.4 117.5 na

November 58.7 66.7 72.8 90.7 96.8 80.5

December 63.5 68.6 85.2 101.4 102.6 85.4

Total 649.2 1085.4 1128.5 1640.4 1628.2 1575.5 269.9

Source: National Bureau of Statistics

While airlines operating flights from Chișinău partially resumed their flights beginning in July, the traffic is still extremely
low compared to the period before the pandemic began. In the first two weeks of November 2020, between 14 and 28
flights took off daily from Chișinău airport, well below the average pre-COVID, when the number of flights was at least four
times higher. Moreover, the number of airlines operating flights to Chișinău is much smaller at present (mainly limited to
Wizz Air, Air Moldova and Fly One). As a result, Chișinău Airport is currently publishing scheduled flights just one week in
advance, with regular cancellations of flights.

35
All scheduled non-stop flights from Chișinău for the week of November 13, 2020 include:
1. Bucharest – Romania
2. Lisbon – Portugal
3. Rome – Italy (2 airports)
4. Bologna – Italy
5. Parma – Italy
6. Verona – Italy
7. Treviso – Italy
8. Milan – Italy
9. Memmingen – Germany
10. Prague - Czech Republic
11. Frankfurt – Germany
12. Berlin - Germany
13. Dortmund – Germany
14. Brussels – Belgium
15. Paris – France
16. Hamburg – Denmark
17. London – United Kingdom
18. Liverpool - United Kingdom
19. Dublin- Ireland
20. Minsk – Belarus
21. Moscow – Russia
22. St. Petersburg – Russia
23. Tel Aviv – Israel

In summary, Moldova is currently directly connected with 24 cities from 14 countries as indicated by the map on the
following page. Chișinău Airport plans to resume flights in about 20 cities (including Petersburg, Warsaw, Verona, and
more). The largest number of cities with air connections with Moldova is from Germany (4 cities) and from Russia (2 cities).

36
In contrast, the map of direct air connections from Chișinău Airport before COVID-19 is below:

The list of the top 20 tour operator source markets and those with direct air connections to Chișinău is presented in the
Table below. The country with the largest number of tourists is listed first, followed by the countries in descending order.

37
Tour operators did not experience significant restrictions due to the lack of direct air connections from long haul
destinations (such as China, USA, Japan). Tourists coming from these destinations got to Moldova through international
HUB airports from neighboring cities such as Bucharest, Kiev, Odessa, Moscow, Vienna, Frankfurt, Warsaw.

At least one direct air connection from the Scandinavian countries was missing, e.g. from Sweden or Finland. Tourists from
these countries came to Moldova via the HUB in Kiev, Frankfurt, or from Vienna. An important role for the combined tours
was the air connection of European cities with the airports in Lasi (Romania) and with Odessa (Ukraine), from where
tourists continued by bus to Moldova (the distance from Lasi to Chișinău is 150 km and Odessa to Chișinău is 180 km).

Other factors currently influencing the flow of tourists include:

● Number of direct flights and frequency of flights
● Flight length. Up to four hours is ideal, destinations up to four hours of flight are suitable for short, 3-4 days and
weekend tours. The number of tourists from long-haul destinations (13 hours of flight) is also small due to the
high price of the air ticket, which makes planning a trip to Moldova more expensive.
● Flight price - cheaper flights have increased the number of tourists coming to Moldova
● Type of airline company – low-cost companies have a positive effect on the number of tourists coming to
Moldova in certain segments (adventure travel, cultural trips, festivals). Wine and gastro tourists prefer
traditional, full-service airline companies due to higher comfort and the possibility to bring home a few bottles of
wine without additional charges for luggage.

38
 ● Air connections with Moldova before COVID-19 were sufficient, missing direct connections from some
destinations were replaced by nearby cities in Romania and Ukraine (Iasi, Suceava, Odessa, Kiev), with which
there were air connections from some source countries (Austria, Germany)
● For tourists from long haul destinations, the airports of Istanbul, Frankfurt, Moscow, Vienna, Warsaw, Kiev and
Bucharest were used as HUB air terminals, with which air connections are currently being renewed (except
Vienna, as Austria is lock down)
● In connection with the growing economic cooperation with Germany, two new flight routes have been
established during the last 2-3 years, which are also active during the coronary virus pandemic. Germany
currently has the largest number of direct connections (4) with Moldova.
● The planned establishment of a new air connection with the USA will give the possibility to increase the number
of tourists from the USA and Canada.

3.5 Competitive Advantages of the Destination

According to the 2019 Travel & Tourism Competitiveness Report3 published annually by the World Economic Forum,
Moldova is ranked 103rd in general competitiveness out of 140 states evaluated. Romania ranked 56th (an increase in 12
positions in 2019 vs 2018). Ukraine, Moldova’s other neighbor, ranks 78th, while Georgia and Armenia, frequently used
as a reference for the country in the context of the tourism industry are in positions 68 and 79, respectively

While Moldova’s competitive position has steadily deteriorated in the rankings from 2011 to 2017, the latest report shows
a reversal of the trend. Although Moldova is not in the Top 100 of the most competitive countries in terms of tourism, the
dynamics compared to the previous report show that the country is the best performer in terms of progress. No other
country has achieved a higher lead in the ranking (up 14 positions in 2019, from 117th place to 103rd place). In this
context, it is worth analyzing the factors contributing to a dramatic increase, but also what are the growth reserves of the
sector to evolve in rating and first to increase the country's attractiveness for foreign tourists.

Moldova Travel & Tourism Competitiveness Index Rankings (World Economic Forum)

Sub index Pillars 2019 2017 2015 2013 2011 2019 vs 2017
(± positions)

MOLDOVA – overall ranking 103 117 111 102 99 +14

Enabling Business Environment 107 123 115 81 81 +16

Environment
Human Resources and Labor Market 80 90 68 102 97 +10

3
http://www3.weforum.org/docs/WEF_TTCR_2019.pdf

39
 ICT readiness 74 74 63 66 65 +0

Safety and Security 67 69 64 61 65 +2

Health and Hygiene 37 34 22 41 49 -3

T&T Policy and Prioritization of Travel and Tourism 117 120 114 112 115 +3
Enabling Conditions
International Openness 78 119 123 112 75 +41

Environmental Sustainability 63 79 60 93 78 +16

Price Competitiveness 16 32 64 41 54 +16

Infrastructure Air Transport Infrastructure 104 110 119 125 128 +6

Tourist Service Infrastructure 104 105 95 91 93 +1

Ground and Port Infrastructure 106 103 109 123 124 -3

Natural and Cultural Natural Resources 139 136 139 135 132 -3
Resources
Cultural Resources and Business Travel 117 129 135 125 121 +12

Source: World Economic Forum

The main trends for the Republic of Moldova in the last competitiveness report include:
● Moldova made the biggest jump in rankings among all countries for the international openness pillar (from 119
in 2017 to 78 in 2019). This is due primarily to significant improvements in the visa requirements chapter
making it easier for countries to visit, but also in regional trade agreements;
● Environmental sustainability, price competitiveness and the business environment are other areas where
significant progress has been made (+16 positions for each of the targeted indicators);
● Ground and port infrastructure, natural resources, health and hygiene are the dimensions of competitiveness
where the Republic of Moldova lost positions in the ranking compared to the last assessment (-3 positions for
each indicator);
● The strengths of the Republic of Moldova are price competitiveness (16) and health and hygiene (37) areas;
● The most vulnerable points of competitiveness are natural resources (139), cultural resources and Business
Travel (117) and the prioritization of travel and tourism (117).

40
Industry Enabling Environment

Regulatory Framework:
● Eased access of doing business including removal of license and regulatory conditions and the cancellation of
the mandatory evaluation of hotel quality levels (3,4,5 star)
● White Paper for Regulatory reform in tourism industry represents a common vision agreed by private and public
stakeholders to work towards
● Competitive rate of income tax (12%)

Institutional Framework:
● The division between the policy & regulation functions (MoEI) and policy implementation (promotion, product
development, investment attraction - MIA) and the controlling functions

Accessibility
● Safe and secure destination
● No visa requirements for visitors from European Union, United States, Turkey, and other key markets (WEF
23/140)4
● Direct air links with valuable regional and European markets

Research and Statistics

● Basic statistics on visitor numbers are collected and published quarterly (border crossings, tour operator reports,
hotel visitor and capacity reports)

Information and Communications Technology

● World-class mobile network coverage and low prices for internet connectivity

Business Support Organization Framework

● Multiple tourism industry support organizations and associations

Tourism Product

● Welcoming destination for visitors; common spirit of hospitality

● Rich and fascinating heritage, at the crossroads of cultures - Romans, Stephen the Great, Ottomans, Russians,
Polish and German roots
● Authentic experiential tourism in an unspoiled tourism destination (low investment, high value products)
● Thriving wine tourism sector, density of wine experiences and millennial traditions

4
World Economic Forum: Travel and Tourism Competitiveness Index 2019 for Moldova (ranking based upon comparisons with 140 countries)

41
 ● Rural life and authentic living traditions, agro-tourism; traditional food; Intangible culture: music, performance,
traditional celebrations; crafts, traditional carpets (WEF 52/140)
● Events (ToL Events Agenda; Wine festival, DescOPERA, etc)
● Orheiul Vechi (Old Orhei), cave monastery and natural environment
● Churches and monasteries, painted interiors
● Chișinău – cultural, entertainment and business destination
● Transnistria and its reminders of Soviet past
● Ancient forts (Soroca, Tighina), fort trails
● Activity products and trails (hiking, kayaking, biking)
● Natural assets: two major rivers and unspoiled rural landscapes

Marketing and Branding

● The new national country brand “Discover the Routes of Life” widely adopted
● Successful 5 years’ experience of destination marketing activities: trade fairs, public relations campaigns, press
visits, etc.
● Price competitiveness: moderate costs of air ticket taxes and airport charges (WEF 31/140)
● Planning, Investments and Infrastructure
○ An established international airport
○ Investment in road improvements;
○ New investment in higher-quality hotels (Marriott Courtyard)
○ Regional tourism development initiatives managed through Regional Development Agencies

Human Resources, Training

● Good language skills;

● Good level of cultural and arts education from Soviet times
● High number of universities offering tourism education programs (10+)

3.6 Competitive Disadvantages of the Destination

Industry Enabling Environment

Regulatory Framework:
● Tourism legislation and regulations need to be updated (per recommendations of White Paper)
● Tourism-related powers spread across Government, with no established mechanism/procedure to coordinate
strategy and operations
● Obsolete accommodation classification criteria

42
Policy and prioritization:
● Tourism not included among Government’s priority economic sectors (WEF 117/140): likely to affect eligibility
for European Union and donor aid

Institutional Framework:
● Insufficient personnel and specialist expertise in the MoEI, MIA, to manage their wide range of responsibilities;
● Lack of a separate and dedicated National Tourism Organization/Destination Management Organization with the
necessary human and financial resources to drive significant growth
● Inadequate financial resources in the public authorities responsible for developing and managing tourism
growth and destination marketing
● Insufficient coordination among the public authorities involved in tourism industry development

Accessibility
● Inadequate openness of bilateral Air Service Agreements (WEF 127/140)
● Poor reliability of police services (WEF 104/1400)

Research and Statistics

● Insufficient data on tourism performance, behavior and trends
● No systematic and reliable collection of data on visitors’ purpose of visit, length-of-stay, expenditure etc.
● Minimal data on domestic tourism

Information and Communication Technologies

● Inadequate promotion of the wifi networks
● Limited use of IT solutions, creative tools (AR, VR), in tourism industry operations, management and promotion

Business Support Organizations Framework

● Too many tourism associations with a fragmented voice; no clear specialization of Business Support
Organizations (with exception of ANTRIM, excellent in tourism marketing and promotion);

Tourism Product

Accommodation
● Limited choices in high-end hotel sector and internationally known brands
● Poor quality and limited choice of regional accommodation and hospitality services
● Shortage of rural pensions, B&Bs and guesthouses
● Shortage of camping sites and youth hostels

43
Attractions and Activities
● Only one core primary competitive product (wine tourism)
● Lack of product diversity
● Limited options for booking and paying for activities online
● Small capacity of many tourism sites
● Limited supply of modern conference or exhibition venues
● Natural assets such as rivers not utilized effectively
● Heritage attractions such as museums poorly maintained, lack adequate interpretation

Marketing and Branding

● Lack of clear strategic goals for destination marketing

● Insufficient sustained destination promotion in key source markets
● Limited effectiveness of marketing & branding in attracting tourists (WEF 114/140)
● Low usage of digital technology to research cultural and entertainment offer (WEF 113/140)
● Shortage of modern tourism marketing skills across the sector
● Tourism marketing unfocussed: insufficient resources directed at independent traveler and special-interest
markets
● Product themes and routes not adequately defined and promoted

Image and Positioning

● Lack of a distinctive destination image

● Moldova not clearly differentiated in relation to regional competitors

Information Distribution
● Lack of Tourism Information Centers throughout the country with limited coordination between each other and
the Investment Promotion Agency
● Very limited signage, in towns and on main tourist routes, to indicate main cultural and tourism attractions
● Limited online tourist information on Moldova, especially in foreign languages

Prices and Competitiveness

● Hotel rates not sufficiently competitive in relation to occupancy levels
● Air fares do not compare advantageously with regional competitor destinations
● Over-capacity of self-styled 4*/5* hotels in Chișinău, shortage of good 2*/3* hotels
● Only 2 international brand hotels in Moldova (Radisson, Marriott)

44
Planning and Infrastructure

Accessibility
● Poor quality roads (WEF 130/140) and Restricted road access to key tourism sites
● Relative low number of airlines serving Moldova (106/140)
● Lack of basic visitor facilities (toilets etc.) at key tourist sites
● No tourist hubs outside Chișinău, to stimulate increase in provincial tourism
● Lack of designated development zones (TDAs) to drive tourism development
● Lack of adequate recognition of and protection for built heritage (historic buildings, monuments etc)
● Lack of modern and available transportation in the provinces
● Low ICT use for B2B transactions (WEF 99/140)
● Low Internet use for B2C consumer transactions (WEF 82/140)

Investment
● Resources allocated to tourism development and promotion inadequate to drive significant growth
● Gross imbalance between domestic and outbound expenditures
● No specific financial incentives to encourage and direct tourism investment to key products and areas
● Significant but unquantifiable grey market in the tourism sector

Human Resources and Training

● Shortage of proficient well-trained manpower, with appropriate language skills
● Ease of finding skilled employees (WEF 135/140)
● Tourism training too theoretical or not relevant to market needs and Insufficient practical training or internships
available
● High proportions of qualified tourism students leave the country or the sector
● Industry wages too low to retain best young talent

3.7 Infrastructure and Communications Networks within Moldova

According to the Travel & Tourism (T&T) Competitiveness Index 2019, the Republic of Moldova ranks 104th out of 140
countries in terms of competitiveness of tourism services infrastructure. This is partly due to the availability of rooms in the
relatively few resorts and entertainment facilities. As for the presence of car rental companies, the Republic of Moldova
ranks higher (86th place), and in terms of availability of ATMs (82nd place). However, the difficulties related to car rental
and banking services were mentioned by visitors who completed the survey when leaving the country in 2018.

Another indicator of competitiveness, relevant to the tourist experience, is health and hygiene. This indicator has become
critical and crucial in the context of the pandemic crisis caused by the spread of COVID-19 virus. In the Republic of
Moldova the density of doctors is quite high (30th place out of 140 destinations worldwide) and there are a large number
of hospital beds.

45
However, there was a comparatively lower level of (drinking) water and sanitation services. Recommendations from
guides and travel agencies interviewed for the assessment were mixed, although most suggested avoiding tap water
consumption in the Republic of Moldova, others suggested that in modern hotels in Chișinău, tap water is safe and can be
consumed.

The Republic of Moldova has a strong ICT sector, with a high use of the Internet and, in general, of fast broadband
connections (a demand of today's traveler is quality Internet access). And mobile network coverage is considered very
good. Many T&T companies do not fully use online and mobile applications in marketing and sales. Moldova ranks 82nd
and 99th in terms of internet use for business-to-consumer transactions and ICT use for business-to-business transactions.
The lack of web pages of tourism companies and tourist attractions was mentioned by respondents when leaving the
country in the 2018 survey.

Ground and port infrastructure need to be improved, the quality of Moldovan roads is still ranked 130th out of 140
destinations covered in the WTO Competitiveness Index study. 15% of the respondents who participated in the 2018
survey when leaving the country mentioned as one of the problems the poor condition of the roads (registering the
highest percentage for the problematic issues addressed). One concern, especially for independent travelers, is the
availability and ease of use of public transport. 7% of respondents who participated in the 2018 survey when leaving the
country mentioned the difficulty of using public buses to travel through the Republic of Moldova, especially that they
could not find a timetable published in their mother tongue. Public transport drivers do not speak a foreign language and
only a few taxi drivers do. As for taxis, smoking has been reported as a problem, as regulations apparently do not apply.
Many vehicles are poorly maintained, and guests have no way of knowing whether or not the driver has a valid license
(because there is no centralized register for this).

For more adventurous travelers, the Republic of Moldova does not have locations or information about climbing &
mountaineering tours, hiking and off-road cycling (single trail) maps. Outdoor & adventure providers have limited access
to specialty equipment needed, including off-road bikes, e-bikes, sit-on-top kayaks, stand up paddle (SUP) boards, etc.,
according to local tour operators who participated in the evaluation groups. In Chișinău there are no safe lanes for cyclists
in tourist areas. In many of the protected areas of the country there are no facilities for viewing and interpreting nature
(nature trails, refuges, signage, etc.). Other infrastructure issues are the lack of road signs for tourist areas, as well as
attractions in regional hubs.

Another indicator of the competitiveness of the Republic of Moldova is the Adventure Tourism Development Index (ATDI).
It was developed by George Washington University and the Adventure Travel Trade Association (ATTA). Countries are
ranked in each of the ten Pillars of Adventure Market Competitiveness and the results compiled annually into a report. The
report offers practical information for global tour operators about country/regional resources attractive for adventure tour
development. It also provides detailed analysis and scores useful for monitoring adventure market development goals

46
year to year. In the last 2018 survey (where data from 2017 were used), the Republic of Moldova climbed nine places in
the global ranking, ranking 59th out of 163 destinations (from Developing Country Category).

The Republic of Moldova has shown improved scores in terms of adventure resources, which include wildlife and forest
cover, as well as cultural resources, which include a number of protected areas. Both indicators also include the opinions
of 165 adventure tour operators and tourism experts.

The Republic of Moldova has lost competitiveness to the pillar related to tourism infrastructure, which, in the ATDI survey,
refers to physical infrastructure: roads, airports, lodging facilities and trails; soft infrastructure, such as trail maps;
accessible information on heritage and culture; ground operators/ outfitters and training programs for adventure tourism
providers including guides/interpreters, ecolodges, etc.

47
Section 4: Segmentation Methodology
4.1 Analysis of Previous Segmentation Efforts
A number of previous studies have been undertaken to define and pinpoint target markets for Moldova which are
important to understand as we undertake our research efforts.

Tourism-2025 Strategy
The Tourism-2025 Strategy mentions the need to periodically review markets in order to seize new market opportunities.
This is particularly important given the dramatic changes to the tourism industry brought about by the COVID-19 global
pandemic.

2020 Tourism Development Strategy

The 2020 Tourism Development Strategy included the following “forms” of tourism:

Active Tourism Forms Tourism Forms to be Propelled Tourism Forms of Future Perspective

● Wine tourism ● Cultural tourism ● Academic tourism

● Business tourism ● Food tourism ● Transit tourism
● Rural tourism ● Social tourism ● Naval tourism
● Spa tourism ● Sports tourism ● Health and medical care
● Religious tourism ● Motor tourism ● Extreme tourism
● Excursion tourism ● Weekend tourism
● Urban tourism
● Nostalgic tourism
● Ecotourism

The 2020 strategy also notes the geographic markets targeted from 2009-2012 were Romania, Russia, Ukraine, Germany,
Great Britain, Turkey, Japan and Israel.

Tourism in the Republic of Moldova Comparative Study for 2012, 2016 and 2018
A survey was carried out by Magenta Consulting for the USAID Competitiveness Project and includes the compared
analysis of the surveys on tourists' perceptions about Moldova as a tourist destination in the years 2012, 2016 and 2018.

In 2012, most participants were from Russia, and had Russian residency as well – 19%. The 2016 (23%) and 2018 (24%)
surveys revealed that the number of visitors from Romania increased. Also, 22% of the 2016 visitors were Romanian
residents, while the share of Romanian residents visiting Moldova in 2018 was larger by 3%. Other visitors that have
participated in the 2016 and 2018 surveys were from: Russia, Italy, the USA and Ukraine. However, in 2016 and 2018, the
share of respondents whose country of origin was Moldova increased in comparison with the 2012 baseline survey.

48
The study also uncovered the following demographic characteristics on the respondents:

Socio-demographic characteristics of the respondents in the 2016 and 2018 study

2016 2018

% Nr.Q % Nr.Q

Age 18-25 14 149 12 121

26-35 25 255 28 287

36-45 23 241 28 285

46-55 21 211 19 193

56-67 13 129 11 109

68+ 4 43 3 30

Gender Female 31 316 37 379

Male 69 712 63 645

Education No completed studies 0 4 1 6

Incomplete general school 0 2 0.1 1

General school 5 49 2 24

Vocational school 2 21 1 13

High school 6 62 5 50

College 9 90 7 73

Incomplete higher education 12 124 7 72

Complete higher education (Bachelor’s degree) 39 406 45 460

Master’s degree, Ph. D. 25 262 31 313

Other 1 6 0.4 4

DK/NR 0 2 1 9

Marital Married, with children 52 530 53 546

Status
Married, without children 13 136 18 188

49
 Single 34 345 26 270

DK/DR 2 17 2 21

Total 100 1028 100 1025

USAID Moldova Competitiveness Project Tourism Marketing Strategy 2019-2021

Through their efforts under the USAID Moldova Competitiveness Project, the team undertook a renewed marketing
strategy and action plan for inbound tourism. It defined a new marketing vision and goal, key marketing issues, strategic
guidelines and defined the following target groups for tourism leading up to 2021:
● Leisure travelers under the age of 35
● Leisure travelers over the age of 55
● Diaspora visitors residing in Italy

It further narrowed down the top geographic source markets to Poland, Italy, Germany and the United Kingdom.

4.2 Our Segmentation Approach

To be effective, marketing strategies should target the segment with the most interest in the region’s product offering,
and therefore has the greatest potential for long-term growth. To do so, it is important to divide the market of potential
customers into groups, or segments, based on different characteristics. The segments created are composed of consumers
who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations. The
overall goal of segmentation is to divide the broad target market (i.e. travelers) into subsets of consumers with the
greatest potential demand for the Moldovan tourism product in order to reach them more effectively.

Identification of all Potential Segments

Potential segments for Moldova have been developed through analyzing the following groupings:
● Geographic: Location of origin of travelers
● Psychographic: Interests, activities, opinions, personality, etc.
● Socio-Demographic: Age, educational level, gender, age, family size, income, etc.
● Distribution: How they typically plan and book their travel, such as online or through a tour operator
● Behavioral: Preferences, usage frequency, brand loyalty, etc.
● Trip purpose: Business, leisure, visiting family, etc.

4.3 List of Preliminary Market Segments

Based on desk research conducted by the project team, a preliminary list of potential markets is presented below with a
preliminary assessment on their potential based on the experience of domestic tour operators. These markets and their

50
potential will continue to be investigated and supplemented further through data gathered through both the rapid
assessment and surveying process.
Persona/Segment
Wine Enthusiasts
Wine Aficionados
Food Enthusiasts
Budget Travelers
Independent Soft Adventure
Travelers (hiking, birdwatching,
biking)
Cultural Excursion Seekers
(organized touring of cultural sites,
churches, etc.)
Organized Adventure Travelers
(hiking, birdwatching, kayaking,
biking, 4X4, horseback, etc.)
Feeder Markets Demographics and Potential
Psychographics
Romania, Austria, Ukraine, Couples without children, Short-Term
Russia Small private groups
United States, France, Italy, Germany, Couples without children, Long-Term
China, United Kingdom, Spain, Argentina, educated, higher income
Australia
Romania, Ukraine, Russia Generation X, educated, higher Short-Term
income levels, looking to
Germany, Austria, Scandinavia, Italy, combine gastronomy with wine Long-Term
France, Spain, Poland, Benelux, UK and cultural themes
United States, Poland, Romania, Ukraine, Generation Z, Millennials and Short-Term
Hungary, Germany, France, United Retirees
Kingdom, Australia
Australia, USA, Canada, English-Speaking Backpackers Long-term
Western European countries (UK, Generation Y
Netherlands and Scandinavia) European Baby Boomers
countries speaking Romance languages Those that research and book
(Italy, France) and Slavic (Poland, Czechia, their next travel destination
Slovakia) independently and online
Israel, Austria, Germany, Switzerland, Baby Boomers Long-term
Italy, France, Spain, UK, Denmark, Religious and Choir Groups
Belgium, Luxemburg, Poland and Russia Utilize tour operators
Canada, USA, Australia, Brazil, Spain, Millennials (for more difficult Short-term and Long-
Italy, Germany, Austria, France, itineraries) term
Netherlands, Scandinavia, Czechia, Generation X and Baby Boomers
Slovakia, Poland, Romania, Ukraine (soft adventure)
Utilize tour operators
51
Multi-Country Itinerary
Augmentation with:
-Romania and Ukraine (culture and
history)
-Belrus (Soviet history
-Turkey + Moldova (long-term
potential for development)
1/Austria, Germany, Italy, France, Poland, Millennials from OTA platforms Long-Term
Czechia, Slovakia, combined trip Moldova Generation X from neighboring
with Romania plus Odessa tour operators
2/ long haul destinations including USA,
Canada, China, Japan, Australia,
combined trip Belorusia, Ukraine,
Moldova
3/ Scandinavian countries coming to
Moldova through Ukraine - Kiev
4/ tourists coming from different world
countries through OTA platforms
(Tourradar, Intrepid, Musament) or our
neighboring tour operators from Ukraine
and Romania
5/Japan, China, Korea (to be developed)

Study Abroad Students China for viticulture (wine) University Students Long-term
Western European countries for russian Independent travelers,
language study and agricultural study professional associations (wine
trips makers, farmers, etc)

Short-Term Art Courses Painting, photography, textile workshops, University Students and Long-term
art & design, culinary tours for tourists Independent travelers
from Germany, Italy, France, UK, Spain,
Scandinavia, USA, Japan

Weekend Trips from Europe
European cities with direct flight
connections to Chișinău (Vienna, Moscow,
St. Petersburg, Warsaw, Frankfurt, Berlin,
London, Istanbul, Rome, Milan)
From neighboring countries Kiev,
Moscow, Bucharest
Students in Europe Long-Term
All other segments which they
prefer short trips to a new Short-Term for
destination (for wine tasting, neighboring countries
entertainment, night life)

Scientific, Academic, Volunteer and
Educational (SAVE) Market
Countries which support development in Peace corps, volunteers, Long-Term
Moldova through their project US, International project managers
Sweden, Austria, Germany, UK, Denmark, and their families Short-Term for
Poland, Romania, Slovakia, Czechia ), neighboring countries
countries which pharmaceutical parent
companies are established in Moldova
(Romania, Germany, Hungary, Austria,
Russia, UK, Slovenia)

Meetings, Incentives, Conferences
and Exhibitions (MICE) Participants
Russia, Romania, Ukraine, Poland,
Germany, UK, Austria, Slovakia, and
Scandinavia
Participants from developing countries
candidates for association with the EU
(Georgia, Ukraine, Armenia)
Foreign corporate clients from IT & Long-Term
telecom, pharmaceutical,
automotive, banking, industrial Short-Term for
companies, distribution neighboring countries
companies of FMCG which have
subsidiaries in Moldova

Slow Tourism and Countryside Countries with larger industrial and Families with children seeking to Long-Term
Lifestyle Seekers digital economies such as Japan, UK, escape industrial cities or

52

Festival and Celebration Attendees
Soviet History and Heritage Buffs
Spa Tourism
Medical tourism (dentistry)
Novelty Seekers (looking for
unusual or off-the-beaten path
destinations)
Travelers Century Club Pursuers
and Members (someone looking to
visit 100+ countries)
*Age breakdown of various demographic markets referenced:
USA, Scandinavia, Netherland, Italy, cold/bad weather
Austria, Germany, France, Belgium, Baby Boomers
Russia (Moscow), Poland, Slovakia Millennials
Neighboring countries and tourists from Millennials Short-Term
countries who like to participate in the Generation X
cultural, folklore, wine and sporting Baby Boomers
events
Western EU countries behind the Iron Baby Boomers who want to know Long-Term
Curtain, special tour operators who focus history of soviet period
on this type of tours to restricted areas Millennial adventure travelers,
(such as Chernobyl ), closed zones and who like adrenalin
separated republics (Transnistria)
Israel, Russia, Germany Baby Boomers and Generation X Long-term
seeking medical treatment from
former soviet countries and
partner cities and countries
Western EU countries People searching for cheaper yet Long-term
high-quality dental treatments
United States, Germany, France, United Millennials Long-Term
Kingdom, Australia Generation X
United States, United Kingdom, Australia, Baby Boomers Short-Term (those
Germany Retirees satisfied simply by
Millennials crossing the border)
Long-Term
53
4.4 Feeder Markets
While our approach to segmentation is less about the country of origin, it is important to understand the current and
potential feeder markets. The top twelve are presented below:

Source Market Country Size of Outbound Number of # of Visitors

Market Departures, coming through
(population) International Tour Operators to
Tourism5 Moldova in 2019

Romania 19.41 million 21,039 2,943

Austria 8.859 million 11,883 2,232

Germany 83.02 million 108,542 1,353

Russia 144.5 million 41,964 1,184

Ukraine 41.98 million 27,811 1,116

Poland 37.97 million 12,800 846

United Kingdom and Ireland 71.55 million 70,386 812

China 1.393 billion 149,720 710

United States 328.2 million 92,564 423

Netherlands 17.28 million 22,115 389

As we carry out the more in-depth analysis of potential latent demand, other markets such as Western Europe, Central
Europe and North America will be considered.

The Moldovan Diaspora

Ever since independence in 1991, Moldova has been afflicted by political upheaval, poverty and corruption that have
caused many citizens to leave the country seeking economic opportunities or a different way of life. The country has also
been divided between those who want its future more closely aligned to that of the EU and the West versus those who
want closer ties to Russia. Since 1989, the country’s population has shrunk by almost a third and some estimate that in 15
years it may be only just over half of what it was just prior to independence. Another potential important feeder market
that will be considered is the large numbers of Moldovan diaspora living around the world, large concentrations of which
are currently in Italy, France, Germany, and the UK.

5
Source: World Bank International Tourism, Number of Departures (2018) https://data.worldbank.org/indicator/ST.INT.DPRT

54
4.5 Criteria to be used for Analyzing and Prioritizing Segments
The following criteria will be utilized to analyze and prioritize the segments:
● Current arrivals to Moldova (with emphasis on arrivals for leisure and MICE purposes)
● New planned arrivals to Moldova (such as the opening of flights from the United States)
● Size of total outbound tourism market
● Demand/preferences of source markets vs. tourism supply in Moldova
● Growth dynamics of the number of tourists from source countries traveling to Eastern European developing
countries
● Air connectivity to Moldova
● Duration of the flight
● Distance from the source country when using land transport (bus and train)
● Wine consumption per capita
● Average monthly salary in the source country
● Positive image of Moldova at source country
● Historical, cultural and economic relations with the source country
● Visa requirements
● Language preferences
● Accepted ways of advertising and communication (including receptiveness to social media, direct advertising,
etc.)

The criteria will be organized according to the following priorities:

Priority one (incidence and propensity to select Moldova):

● Size of the segment outbound tourism market
● Growth dynamics of the number of tourists within the segment from source countries traveling to Eastern
European developing countries
● Positive image of Moldova at source country
● Match between persona values and lifestyle and current Moldova tourism assets
● Visa requirements (or lack thereof)
● Air connectivity to Moldova

Priority two (market penetration and diaspora):

● Current arrivals to Moldova
● Duration of the flight
● Distance from the source country when using land transport (bus and train)
● Wine consumption per capita in potential feeder country
● Dynamism of the soft adventure tourism in feeder country

55
Priority three (aspirational markets):
● Average household income in the source country
● Long-term demographic trends in potential feeding country (i.e., how many new empty nesters in 10-20 years in
the potential country)
● New activity demand (trends in outbound tourism from potential feeder country)
● Travel Culture (the stage of travel development of the feeder country which includes type and style of travel
including the way of sales and distribution of travel services)

56
Section 5: Market Research Methodology
5.1 Surveying Tool
Through our analysis of potential visitors to Moldova, a survey will be developed in order to identify the proper personas
and collect more information on their interests, perceptions of Moldova, modes of travel, and travel planning among
other information to allow the team to successfully prioritize potential markets. In addition, incidence of the personas or
population proportions, the quantitative data collected will inform the prioritizing and selection of buyer personas.

Based on the desk research, markets (i.e., countries) will be selected on the basis of their propensity to have as many
personas as possible. In essence, these markets will be chosen for their representativity of all markets rather than because
they should be the only market Moldova should go after. For example, Germany might have a multitude of persona that
match Moldova’s current and future offerings, but more importantly, responses specifically from Germany might also be
representative of travelers from Western Northern Europe as a whole (i.e., UK, Netherland, Belgium, France, Austria).

The point of departure will be the list of current feeder markets found in Section 4.4. The survey tool will then be designed
with the following short-term and long-term goals in mind.

Short-Term:
● Match persona with existing Moldova assets (including products, activities, price points, infrastructure)
● Determine likely patterns of travel--including modes of travel, key air access hubs, entry points and preferred
itineraries
● Gauge the persona’s perception of Moldova, attitude toward the destination and intention to travel
● Determine likely group structures (such as singles travelling alone or in groups, couples, families, self-guided or
through packaged tours, etc).
● How Moldova can best be packaged
● Evaluate the reachability of potential travelers within each market and their receptivity to marketing messages
● Determine how Moldova can be set apart from the crowd, both regionally and internationally
● Example: capitalize on food and wine for empty nester couple in their 50s+

Long-term
● Help inform what these markets will need in terms of strategic interventions and infrastructure necessary for
Moldova to successfully attract new persona from new or existing markets
● Evaluate how this market is growing over time? What will future demand to this market look like?
● Example: evaluate the needs of adventure travelers in terms of infrastructure, operators, guides, languages,
accommodations.

The research should be able to also identify priorities in terms of persona and feeder markets by calculating the proportion
of each persona in each market and inferring the population’s size for each persona.

57
The prioritization of the persona/segments will incorporate the market size of each persona, its attitude, opinion and
intention toward the destination, and its short-term value versus long-term value to Moldova.

For example, if Germany is one the several country surveyed, and after travelers have been screened for broad
demographic and behavioral traits (such as empty nesters over 55 travelling abroad in the summer), then we will have
collected enough data (refer to the table in Section 5.4) in order to identify several persona in Germany that would be
representative of several similar feeder countries such as the UK, France, and Italy. Each of these persona proportions will
allow us to calculate the size of each persona in the different feeder countries. Moldova would therefore be able to project
a market penetration for each persona given time, marketing investment and tourism development in the short-term vs
long-term.

Furthermore, the survey by persona will describe in detail the psychographic traits of the typical tourist along with their
destination research and purchasing behavior and most importantly their perception of Moldova as a potential destination
where they could undertake their favorite travel activities. In doing so, we will open up the research to potential latent
demand of travelers unaware of Moldova, that have a positive or no opinion on the country, and is a match with Moldova
tourism assets both present and potential (i.e. not yet offered).

A copy of the survey will be submitted to the client for approval in the coming weeks.

5.2 Survey Population

The population of those to be surveyed will be all travelers willing and able to travel outside of their country of residence
for leisure purposes. Age groups will be targeted according to our rapid assessment and an evaluation of current research
(for example, ages 25-34 in the Millennial Market and 55-64 empty nesters). Responses will be further targeted through
geographical areas with the greatest potential for current or long-term latent demand (such as Germany, Italy, France,
Poland, UK, Romania, and Ukraine).

5.3 Survey Design and Qualification

The survey instrument will be composed of the following content:

● Screening questions for population identification to ensure the survey is completed by a representative of a
market we are looking to reach
● Evaluation of current behavior when traveling outside of the country of residence for leisure, and for more than
three days (inspiration, search, booking, price, size of party, activities, evaluation, influence through word-of-
mouth, loyalty, etc.)
● Evaluation of attitudes, opinions, lifestyle and intention/interest for Moldova as a destination for next vacation
(particularly given travel restrictions surrounding COVID-19)
● A number of psychographic questions aiming at sizing up the persona

58
 ● Demographic questions to pinpoint feeder markets
● Attention question to control validity (for example, a question that would be naturally answered as "definitely
yes" would be restructured as “definitely no” to eliminate those who do not pay proper attention to the survey)
● Capture of contact information (on a voluntary basis) for the benefit of future direct marketing efforts post survey

5.4 Survey Distribution Methodology and Sampling Error

Due to the difficulty of surveying small niche populations several strategies will be employed for distribution.

All sources of survey responses will be subject to post-stratification. Post-stratification weights the responses by
demographics to mirror the actual population. For instance, if the survey gets an over-participation of males then the post-
stratification mechanism will re-weight male answers downward to the population’s proportion.

The following sources will be utilized to collect 3,000 complete and valid surveys from three representative geographical
markets, and five potential segments/personas.
● Collaborating with Asociaţia Națională pentru Turism Receptor din Moldova (ANTRIM) and eventually Tourism
Industry Employers Association of the Republic of Moldova (APIT), the non-profit organizations representing the
voice of the private sector in Moldova's inbound tourism industry. We will work with this organizations to access
the traveler databases of their members.
● Leveraging business to business relationships the access the client databases and email addresses of both
Moldovan and International Tour Operators.
● Using a reputable behavioral panel company to collect very targeted respondents. A panel company is an
organization that matches online respondents to the target audience of the survey, for a fee per complete
response.

In addition:

• An incentive will be offered to stimulate speed and engagement.

• The survey instrument will be developed on the Qualtrics platform and will be optimized for viewing on
computer screens, tablets and smartphones.
• The Margin of Error (MoE) for each persona will be no more than 4%, and for each market no more than 3.1%.
Overall MoE will be 1.79%.
• The following formula for Margin of Error will be used:
o MoE = 1.96/(2√(Sample Size )

The following table represents the cross tabulations of segments/personas and surveyed markets to be achieved:

59
Once all data is collected and analyzed, a series of personas will be developed as a result of a segmentation analysis that
will incorporate demographic, geographic, behavioral and psychographic data.

60
Section 6: Remaining Deliverables and Timeline
6.1 Progress Report #1
Estimated Date of Submission: March 4, 2021

Market Research Summary

The quantitative data collected from 3,000 survey responses will be summarized to provide information on the insights
about the market of travelers to Moldova. This first-hand information will be used to further define the buyer personas
with specificity, which will be included as part of this report.

Value Chain Analysis

Tourism is a labor-intensive field with workers participating in multiple sectors that cumulatively represent the tourism
industry. A global value chain (GVC) framework will help to follow a tourist’s “footprint” through the series of their
interactions with various businesses that include the distribution, transportation, lodging and excursion segments.

The value chain analysis is also intended to help inform strategic interventions at these various touchpoints to better
appear to the selected buyer personas. Examples include but are not limited to:
● Adding more tourism products that directly appeal to the buyer persona
● Improvements to tourism infrastructure from signage to road connectivity
● Workforce development and training initiatives
● Upgrading in lodging and other local services (such as the wine industry)
● Functional upgrading along the excursion and distribution segments to improve inbound/outbound
partnerships and itinerary offerings
● Adopting improved web marketing, online purchasing, and social network capabilities

Visual Representation of Tourism Value Chain

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6.2 Progress Report #2
Estimated Date of Submission: April 1, 2021
This report will study the customer journey that the buyer personas undertake throughout the inspiration, consideration,
and booking phases in order to uncover opportunities for Moldova to reach and influence traveler purchase decisions. This
phase of the project will also focus on collecting inputs to inform strategic interventions necessary to capture these
targeted markets through a participatory stakeholder workshop. All findings will be summarized in progress report #2.

6.3 Progress Report #3 and Final Report

Estimated Date of Submission: May 27, 2021
The final progress report and final report will focus on taking the qualitative and quantitative research data combined with
the team’s analysis and the outputs of the workshop to develop a comprehensive list of recommended interventions for
Moldova to attract the target markets and segments. These interventions could include but are not limited to policy
changes, marketing and promotion, infrastructure investments, access networks, quality standards, service
improvements, product/experience development and capacity building required to enable growth of the key markets and
segments.

62
Annex A: Project Fact Sheet

63
 TOURISM MARKET
SEGMENTATION
AND MARKETING
PROJECT DATES:
JOURNEY PROFILING October 2020 – May 2021
UNDER THE SECOND PROJECT PARTNERS:
COMPETITIVENESS World Bank Second Competitiveness Enhancement
Project (CEP II) and the Tourism Promotion
ENHANCEMENT Department of the Moldovan Investment Agency

PROJECT (CEP II) IMPLEMENTING PARTNERS:

Solimar International, Business
Intelligence Services and Tatrabis

OVE R V I E W
The Republic of Moldova recognizes the considerable importance of tourism as an
economic growth sector for the country and is prioritizing the competitiveness of
the Moldovan tourism industry and its post-COVID recovery through the development
of critical information to inform decision making.

Tourism can contribute directly to the economy and cultural protection of Moldova by
attracting visitors to learn, participate, and support local businesses. Revenue from
taxes and tourist activity revenues can be allocated specifically to improving
marketing efforts and infrastructure, while tourism revenues for small enterprises
can provide incentives to local communities to value and protect their cultural
heritage and traditions.

In order to determine the interventions needed to put Moldova on the tourism

map, it is critical to first develop a comprehensive understanding of the nature of
current tourist demand to the country. The main objectives of this assignment are
to conduct market research and segmentation to determine the outbound
markets that have the most potential for growth in Moldova and help inform
strategic interventions that can assist Moldova to attract investment and become
a well-known tourism hub.

M AJ OR AC T IVITIE S:
Determine priority markets for detailed investigation through a rapid assessment
of stakeholders.
Identify a comprehensive list of market segments with both short and long-term
potential and analyze their comparative value against a set of criteria.
Conduct consumer market research on three priority markets through the
administration of surveys. For more information
Develop a value chain analysis of the three priority segment to understand the on the project, please
end-to-end experience of travelers and assist entities within the tourism industry contact Stas Mandan
communicate and coordinate their processes more effectively. at stas.madan@bis.md
Employ a customer journey analysis to identify the expected journey that a tourist
from each market would take to Moldova and identify any weaknesses at the
destination level and beyond.
Compile a set of recommended interventions to support the development of the
market segments identified for Moldova.
Annex B: Rapid Assessment Questionnaire

65
Dear Sir / Madam,
We invite you to join the initiative to conduct the following survey on behalf of the consulting assignment
”Tourism Market Segmentation and Marketing Journey profiling”, under the Second Competitiveness
Enhancement Project (CEP II). The main objectives of this assignment are to conduct market research
and segmentation to determine the outbound market segments that have the most potential for growth in
Moldova and help inform strategic interventions that can assist Moldova to attract investment and become
a well-known tourism hub.
Your answers to this voluntary survey will be treated in strict confidence, and only be used for statistical
or policy research purposes in aggregate form.
Thank you in advance for your efforts and participation!

QUESTIONNAIRE
Interviews with stakeholders from tourism sector from Republic of Moldova

1. Company name
2. Contacts (e-mail, phone/fax)
3. Interlocutor's name and position held

4. Please mention the types of tourism that characterize/describe Republic of Moldova?

5. Based on your experience in the tourism sector, list Top 3 countries where from foreign tourists came to
Moldova until the pandemic?

6. Based on your experience in the tourism sector, list Top 3 countries with the highest growth of foreign
tourists who came to Moldova in the last 2-3 years before the pandemic?

66
 7. Based on your experience in the tourism sector, list Top 3 feeder markets (countries) by tourist spending
before the pandemic?

8. During which months of the year the flow of tourists coming to Moldova is usually the highest?

9. During which months of the year the flow of tourists coming to Moldova is usually the lowest?

10. What is the average of stay period for foreign tourists in Moldova?

One day 1
A weekend 2
3-6 days 3
More than 6 days 4

11. Based on your experience in the tourism sector, until the emergence of the pandemic, most often foreign
tourists come to Moldova in order to?

Vacations, recreation and rest 1

Business and professional reasons 2
Visiting friends / relatives 3
Other purposes ______ name it 4

12. Please mention Top 3 tourist attractions visited by foreign tourists?

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 13. Please mention Top 3 tourist attractions in Moldova that are not sufficiently promoted, but that deserve to
be included in the packages offered to foreign tourists?

14. Please mention Top 3 events visited by foreign tourists?

15. For what tourist offers (packages) is there an important / real demand from foreign tourists, but the tourism
market is not yet ready to offer them?

16. From your point of view, name Top 3 elements that positively influence tourism in the Republic of Moldova

Characteristics Select 3 answers

the quality of environmental factors 1
customs and traditions specific to the area 2
the beauty of the landscape 3
peace and quiet 4
historical monuments 5
the way tourist information is made available and maintained 6
infrastructure (ex: transport, etc.) 7
leisure facilities 8
business tourism facilities 9
spa-medical tourism facilities 10
the opportunity to interact with local people 11
accommodation and food facilities 12
the possibility to visit tourist attractions in organized tourism 13
the possibility to visit tourist attractions as an independent traveler 14
competitiveness of local prices (lower prices compared to other competing countries for comparable
15
services)
communication and marketing campaigns, international PR 16
other______ name it 17

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 17. From your point of view, name Top 3 elements that negatively influence tourism in the Republic of
Moldova

Characteristics Select 3 answers

pollution 1
the industrial character of the cities / region 2
lack of tourism information (for example: tourist signs, tourist information centers, etc.) 3
infrastructure (for example transport, etc.) 4
leisure facilities 5
business tourism facilities 6
spa-medical tourism facilities 7
non-compliance with the traditional specifics 8
accommodation and food facilities 9
the possibility to visit tourist attractions in organized tourism 10
modest / non-targeted / inefficient communication and marketing campaigns, international PR 11
other_____name it 11

18. Evaluate the main targets aspects that characterize tourist services in the Republic of Moldova (select an
option for each row):

Scale: 1 = very unsatisfied; 2 = unsatisfied; 3 = neutral ; 4 = satisfied; 5 =

# 1 2 3 4 5 N/A
very satisfied
1 The quality of the accommodation services 1 2 3 4 5 99
2 Quality of services provided by public catering units 1 2 3 4 5 99
3 The quality of the services offered by the leisure units 1 2 3 4 5 99
4 Treatment and Care Facilities 1 2 3 4 5 99
5 Auxiliary services offered to tourists 1 2 3 4 5 99
6 Attitude and behavior of tourism service providers 1 2 3 4 5 99
7 The training level of employees from tourism sector in tourist destination in Moldova 1 2 3 4 5 99
8 Organization of special events 1 2 3 4 5 99
9 General opinion about staying in tourist destinations in Moldova 1 2 3 4 5 99
10 other____name it 1 2 3 4 5 99

19. From your point of view, when the tourism sector in Moldova will return to the level of 2019, before the
pandemic?

2021 1
2022 2
2023 3
2024 4
2025 5

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20. From your point of view, what types of tourism the Republic of Moldova should be focused on in the next 3-
5 years?

21. From your point of view, which are the countries Republic of Moldova should focus its marketing efforts on
attracting tourists in the next 3-5 years?

22. From your point of view, which segments of tourists Moldova should make marketing efforts to attract
them (depending on income, age, interests, etc.)?

70
Annex C: Stakeholder Consultation List

71
12/9/20
Stakeholder Persoana de contact
Travel Agencies focused on inbound tourism (Agenții axate pe turismul receptor)
1. TATRA-BIS Emilian Dzugas
2. Solei-Turism Victoria Rusu
3. Best Travel Ana Colta
4. Voiaj International (Vizit Moldova) Esanu Afanasie
5. Wine tours Moldova Veronica Tomescu

6. Go adventure Andrei Russu

7. Hi Moldova Larisa Luchian

8. Go Travel Moldova Natalia Esanu
9. Hai la țară Gutaga Alexandru
10. Safe Travel Alin Patru
11. Corina Travel Zinaida Jarcuțchi
11. Campers MD + x-style adventure club Alexandru Cojocaru
12. SUP moldova Sergiu Iliescu

International Tour operators selling Moldova (Operatori care vând excursii în Moldova)
1. Franco Rosso - Italia Carla Zanella
2. Accent Travel - Romania Mircea Bratu
3. Ruefa Reisen - Austria Preiss Clemens
4. Iventus Travel - Suedia Olle Steiving
5. Albatros Travel - Ukraina Olena Gordienco
6. Vand - Rusia Bondarenco Elena
7. Intrepid - Australia Adam Kahil
8. Expat Travel - UK Violaine Burel

Air Carriers (Transportatori aerieni)

1. AIR Moldova Luca Tamara
2. Fly One Alexandru Romanciuc

Ground Transportation Services (taxis, rental cars) Servicii de transport terestru (taxi, inchiriere masini)
1. SIXT Rodica Iachimov
2. Good Rent Alexandru Donici
3. Taxi Chișinău
4. Yandex Taxi
5. Itaxi
6. Calea Ferată din Moldova
7. Gările Auto Moderne
8. Agenția Națională Transport Auto

Luxury Hotels (Hotelurile de lux)

1. Radisson blu Leogrand Hotel Daniela Banari
2. Bristol Central Park Hotel Elena Caraji
3. Zentrum Eugeniu Levitchi
4. Jolly Alon Aliona Rusu
5. Regency Hotel Alina Agachi

6. BERD'S Design Hotel Tatiana Istrati

7. Nobil Butique Hotel Ana Spatari
8.President Resort Hotel
9. City Park Hotel
10. Savoy Hotel
11. Diplomat Club Hotel

Business Hotels (Hoteluri de afaceri)

1. Courtyard by Marriott Chisinau Ana Jigau
2. Jazz Hotel Elena Stepanov
Weekend Boutique Hotel
Luna Hotel
Villa Rossa Hotel
Ambassador Hotel
Jumbo Hotel

Pensions and Guest houses (Pensiuni și case de odihna)

1. Eco resort Butuceni Olesea Cojocaru
2. Hanul lui Hanganu Sergiu Hanganu
3. Pensiunea Turistică ,,Casa Veche”
4. Vila Roz Liuba Railean
5. Casa de sub Stîncă Buzilă Galina
6. Casa din Luncă Ala Benzin
7. Casa Părintească Tatiana Popa
8. Pensiunea La Gura Cuptorului și Muzeul Pâinii Vera Caminschi
9. Fata Morgana
10. Agropensiunea Casa Verde Ludmila Buzilă
11. Zăvoiul Nistrului Eco Village
12. Turnul Alb Dan Mereacre
13. Duruita Camping la Grote Adrian Mustață
14. Casa Agricultorului Varzari Varzari Mihai
15. Meșter Faur Pavel Țăranu
16. Complex Doi Haiduci
17. Hanul lui Vasile
18. Complexul Turistic Costești
19. Reședința Rotundu
20. Gagauz Sofrasi Anna Statova
21. Conacul Mierii Victor Ciolacu
22. Casa Karaman Victoria Cazac
23. La Popas
24. Vila Drago
25. Sky Land Camping & Resort
26. Complexul de agrement Stejăriș
27. La Horești
28. Zona de agrement ,,Ciocârlia”
29. Bahmut Club
30. Pensiune agroturistică "Casa Albinei"

Local guides (Ghizi locali)

1. Engleza (clienti care vorbesc/cunosc) Maria Axenti
2. Româna (clienti care vorbesc/cunosc) Eleonora Cpjocari
3. Rusa (clienti care vorbesc/cunosc) Zinaida Matei

Ro Nicolae Bulat

ru Feodor Evstigneev

en Rusxanda Spătari

Wineries (Vinării)
1. Asconi Mihaela Sîrbu
2. Etcetera Olga Luchianov
3. Purcari Winery Ana Sandra
4. Cricova Olga Bordianu
5. Milestii Mici Viorel Goraz
6. Mimi Olga Ovcinicova

Administrators & representatives of tourist attractions (Administratori si reprezentanți ai atracțiilor turistice)

1. Casa Varatic Rodica Chitic
2. Pensiunea "La Tudora" Dorina Onici

Public Authorities (Autorități Publice)

 Victor Ciobanu
Ministry of Eonomy and Infrastructure
Consultant principal, Secția
(Ministrul Economiei și Infrastructurii)
reglementarea mediului de afaceri și ÎMM

Galina Petrachi,
Ministry of Agriculture, Regional Development and Environment
șef direcție politici și programe de
(Ministerul Agriculturii, Dezvoltării Regionale și Mediului)
dezvoltare rurală
Moldovan Investment Agency
Rodica Verbeniuc
(Agenția de Investiții)
Organization for the Development of Small and Medium-sized Enterprises
(ODIMM) Iulia Costin
(Organizația pentru Dezvoltarea Sectorului Întreprinderilor Mici și Mijlocii)

National Office of Wine and Vine

Gheorghe Arpentin
(Oficiul Național al Viei și Vinului)
Regional Development Agencies Center
Jardan Viorel
(Agenția de Dezvoltare Regională Centru)

Regional Development Agencies North

Constantin Bândiu
(Agenția de Dezvoltare Regională Nord)

Regional Development Agencies South

Maria Culeșov
(Agenția de Dezvoltare Regională Sud)
Regional Development Agencies Gagauzia
Valeri Ianioglo
(Agenția de Dezvoltare Regională Gagauzia)

National Bureau of Statistics Laura Muntean, şef direcție statistica

(Biroul Național de Statistică) transporturilor, turismului și TIC

Monument Inspection and Restoration Agency

(Agentia de Inspectare si Restaurare a Monumentelor din Republica Ion Stefanita
Moldova)

Other interested parties (Alte părți interesate)

Associations and supporters
USAID Moldova Competitive Project
Diana Lazar
(Proiect de Competativitate USAID Moldova)
ANTRIM
Victoria Bucătaru
(Asociatia Nationala pentru Turism Receptor)

Association of Tourism Development in Moldova

Viorel Miron
(Asociatia de Dezvoltare a Turismului în Moldova)

National Association of Travel Guides

Irina Popa
(Asociația Națională a Ghizilor din Moldova)
Asociația EcoContact Rodica Iordanov

National Association of Rural, Ecological and Cultural Tourism (ANTREC)

Svetlana Lazar
(Asociatia Nationala de Turism Rural, Ecologic si Cultural din Moldova)

Public Association “National LEADER Network of the Republic of Moldova

Ana Cerneva
(Rețeaua Națională LEADER din Republica Moldova)

Solidarity Fund PL in Moldova

Marina Albu
(Reprezentanța "Solidarity Fund PL")
Asociaţia Patronală a Industriei Turismului din Republica Moldova – APIT Sergiu Manea

Asociația Națională a Agenților Economici de Turism din Moldova Anna Colța

Asociaţia Ghizilor , Lectorilor şi Translatorilor din Republica Moldova Nina Belei

Asociația Proprietarilor Pensiunilor Turistice Rurale ,,Cheia Satului” Aurelia Duca-Gribincea

Centrul de Promovare a Turismului Vinicol din Moldova Veronica Tomescu

Asociaţia Naţională a Hotelurilor şi Restaurantelor din Republica Moldova Stanislav Rusu

Centrul de Informare și Promovare în domeniul Turismului din RM Nicolae Platon

Asociația Națională a Restaurantelor și a Localurilor de Agrement din

Aneta Zasavițchi
Republica Moldova
Asociația Obștească ,,Travel Forever” Elena Bălățel

Restaurants and catering (Restaurantele și catering)

1. Select Vladislav Botnarenco
2. The box Dumitru
3. Capitoles Park Nadejda Herta

Moldovan Guides, Lecturers and Translators Association (Asociația Ghizilor, Lectorilor și Traducătorilor din Moldova)
1. Traducator ru -ro -ru Angela Huzun
2. Traducator eng-ro-eng Inna Grinco
3. Traducator eng-ro-eng Diana Revenco

Universities (Universități)
Academy of Economic Studies (ASEM)
Turcov Elena
(Academia de Studii Economice din Moldova)
Moldovan State University
Alexandru Solcan
(Universitatea de Stat din Moldova)
Universitatea Pedagogică de Stat ,,Ion Creangă” Valentina Ursu
Universitatea de Stat din Tiraspol Elena Sochircă
Universitatea Agrară de Stat din Moldova

Universitatea Cooperatist Comercială din Moldova Tatiana Zavițchi

Universitatea de Studii Europene din Moldova

Universitatea Liberă Internațională din Moldova Igor Balan
Universitatea de Stat ,,Alecu Russo” din Bălți Ina Ciobanu
Universitatea de Stat "Bogdan Petriceicu Hasdeu" din Cahul
Colegiul Național de Comerț al ASEM
Colegiul Agroindustrial din Rîșcani
Centrul de Excelență în Administrarea Afacerilor
Centrul de Excelență în Viticultură și Vinificație din Chișinău
Colegiul de Ecologie

Influencers
1. Influencer #1 Eugen Boico
2. Influencer #2 Iulian Bercu
3. Influencer #3 Nata Albot

Embassies & Donors (Development Partners)

1. Austrian Development agency (ADA) Otilia Sirbu
2. GIZ Office Moldova Siegmund Müller
3. UK AID Gary Davies
4. Sweden Embassy Anna Lyberg
Annex D: Tour Operator Analysis

69

type og company: ( agency,
touroperator, DMC, activitiy
Nr. company name web page, facebook contact and tour operator, OTA
platform, domestic or foreign
representation in MD )
type of travel: ( leisure -
demographic clients
company activities: FIT fully independent duration of promotion used:
demographic travel target segment - age, segmentation by distribution implemented
Inbound , local, travelers, small groups, trips/excursions: ( half news letters, direct
segment B2B/B2C: ( geografic segmentation, generation theory: price of the trips, channels: direct (own online payments
outbount, events, private groups, big tours tour/excursions types day, full day, multiday mailing, social
leisure, MICE, business source markets: baby boomers excursions, shops, web page, face system on web page
representation out of 45 people, guaranted trips, longer 7-15 days media, exhibition
travel, teambuildings, ) Generation Z activities boook ( yes/no )
Moldova...) tours - fix data, self guided, combined trips participation
,millennials
families with children

B2C , leisure, medical wine and gastro, culture, 8-10 EUR / pers. (1 social media, direct
1 Okay SRL http://www.okaymd.com/moldova/ travel agency outbound, local Moldova leisure, guaranted tours 1 day tours web page, facebook No
tourism history day excursion) mailing
550 EUR / pers web page, facebook, social media, direct
outbound, local, Poland, Moldova, leisure, guaranted tours, wine and gastro, culture, half day, 1 day tours,
2 Corina SRL http://corina-travel.com/ travel agency, touroperator B2C, B2B, leisure tourism (3 days tour in partners No mailing, exhibition
incoming Romania, Italy big tours history, Transnistria region multiday trips
Moldova) touroperators participating
web page, facebook,
outbound, local, leisure, guaranted tours, wine and gastro, culture, half day, 1 day tours, from 190 EUR / social media, direct
3 ISIDA http://isida.md/ travel agency, touroperator B2C, B2B, leisure tourism partners No
incoming private tours history citybreaks, 5 days tour pers. (3 days tour) mailing
touroperators
Romania, Ukraine, leisure,private tours, wine and gastro, culture, half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, outbound, local, B2C, B2B, leisure tourism,
4 Solei Turism https://moldova.solei.md/ Poland, China, Russia, families, big tours, services history, heritage tours, multiday trips, partners No mailing, exhibition
DMC incoming MICE
Austria, Franch, Japony for sport fans Transnistria region combined tours touroperators participating
web page, facebook, social media, direct
outbound, local, Russia, Moldova, leisure private tours, wine and gastro, culture, half day, 1 day tours, 267 EUR / pers, (3
5 Cheie-Tur http://cheie-tur.md/ travel agency, touroperator B2C, B2B, leisure tourism partners No mailing, exhibition
incoming Ukraine, China guaranted tours, big tours history, Transnistria region 5 days tour days tour)
touroperators participating
https://travel-
web page, facebook, social media, direct
chisinau.com/?fbclid=IwAR1giQspkuq outbound, local, wine and gastro, culture, 10 EUR / pers (half
6 Slavion Travel travel agency, touroperator B2C, B2B, leisure tourism leisure, private tours half day, 1 day tours partners No mailing, exhibition
N3EYM_B61L0YZDZEUoj5Qen- incoming history, Transnistria region day tour)
touroperators participating
bcoDoUjHiie-AmXdRRJK405Q
http://www.grandvoyage.md/moldov leisure, guaranted tours, wine and gastro, culture, 69 EUR / pers (1 web page, facebook, social media, direct
7 Grand Voyage travel agency outbound, local B2C , leisure tourism Moldova half day, 1 day tours No
a/ private tours history day tour) touroperators mailing, newsletter
wine and gastro, culture, half day, 1 day tours, 270 EUR / pers (3 social media, direct
8 Moldova-TUR http://www.moldovatur.md/ travel agency, touroperator incoming, local B2C, B2B, leisure tourism Moldova leisure, guaranted tours web page, facebook No
history multiday trips days tour) mailing

outbound, local, B2C, B2B, leisure, business leisure, guaranted tours, wine and gastro, culture, half day, 1 day tours, social media, direct
9 Voiaj International https://voiaj.md/ travel agency, touroperator web page, facebook No
incoming, business tourism private tours history, Transnistria region multiday trips mailing, newsletter

wine and gastro, culture,

Russia, Romania,
history, adventure(hiking,
Ukraine, Scandinavia, leisure, guaranted tours, half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, outbound, local, B2C, B2B, leisure, MICE, cycling, kayaking), sport Baby boomers, Gen X, 370 EUR / pers (3
10 Tatrabis https://incoming.tatrabis.md/ Italy, Germany, Austria, families, big tours, private multiday trips, partners No mailing, exhibition
DMC incoming, business teambuildings activities (off road, Millenials days tour)
Poland, UK, Japony, tours combined tours touroperators participating
shooting), Transnistria
Israel
region
Yes (availbaility social media, direct
travel agency, touroperator, leisure, guaranted tours, wine and gastro, culture, 15 EUR / pers (1 booking system, mailing, exhibition
11 Panda Tur https://pandatur.md/ outbound, local B2C , leisure tourism Moldova half day, 1 day tours web page, facebook
online travel agency families history, Transnistria region day tour) payment system) participating,
OTA newsletter
Germany, Moldova,
half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, outbound, local, Romania, Ukraine, leisure, guaranted tours, wine and gastro, culture, 39 EUR / pers (1
12 Amadeus Travel https://visitmoldova.travel/en/ B2C, B2B, leisure, MICE multiday trips, partners No mailing, exhibition
DMC incoming, business Austria, Russia, Japony, big tours, private tours history, Transnistria region day tour)
combined tours touroperators participating
USA
Moldova, indestination
web page, facebook, social media, direct
travel agency, touroperator, visitors: Romania, leisure, big tours, private wine and gastro tours, half day, 1 day tours, 100 EUR / pers (1
13 Winetours https://winetours.md/ local, incoming B2C, B2B, leisure Gen X, millennials partners No (request form) mailing, exhibition
DMC, online travel agency Ukraine, UK, Polonia, tours Transnistria region multiday trips day tour)
touroperators participating
USA
wine and gastro, culture,
Indestination visitors: history, adventure (hiking, web page, facebook, social media, direct
travel agency, touroperator, leisure, big tours, private half day, 1 day tours, 47 EUR / pers (1
14 Go Adventure https://goadventure.md/ local, incoming B2C, B2B, leisure, MICE UK, Germany, Romania, kayaking, cycling), sport Gen X, millennials partners No mailing, exhibition
DMC tours multiday trips day tour)
Moldova, Poland activities (off road), touroperators participating
Transnistria region
wine and gastro, culture,
half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, Austria, Germany, leisure, big tours, private history, adventure (hiking,
15 Best Travel https://best-moldova.md/ local, incoming B2C, B2B, leisure, MICE multiday trips, partners No mailing, exhibition
DMC Romania, Moldova tours kayaking), Transnistria
combined tours touroperators participating
region

leisure, private tours, wine and gastro, culture,

local, incoming, half day, 1 day tours, social media, direct
16 Azbuca Travel https://azbuca-travel.md/ru/ travel agency, touroperator B2C leisure, MICE Moldova, Russia, Ukraine families tours, guaranted history, adventure web page, facebook No
outgoing multiday trips mailing
tours (hiking),Transnistria region

leisure, guaranted tours, wine and gastro, culture, 24 EUR / pers (1 social media, direct
17 Enjoy Travel https://www.enjoytravel.md/ro travel agency local, outgoing B2C leisure Moldova half day, 1 day tours web page, facebook No
private tours history day tour) mailing
leisure, guaranted tours, wine and gastro, culture, 59 EUR / pers (1 web page, facebook, social media, direct
18 Go Travel Moldova https://go-travel.md/ travel agency, touroperator local, outgoing B2C leisure, MICE Moldova, Romania half day, 1 day tours No
private tours history day tour) touroperator mailing, newsletter
wine and gastro, culture, half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, Austria, Germany, leisure, big tours, private 45 EUR / pers (1 No (availability but
19 Hi Moldova https://www.himoldova.md/ local, incoming B2C, B2B, leisure history , Transnistria multiday trips, partners mailing, exhibition
DMC Romania, Moldova tours day tour) not payment)
region combined tours touroperators participating

type og company: ( agency,
touroperator, DMC, activitiy
Nr. company name web page, facebook contact and tour operator, OTA
platform, domestic or foreign
representation in MD )
type of travel: ( leisure -
demographic clients
company activities: FIT fully independent duration of promotion used:
demographic travel target segment - age, segmentation by distribution implemented
Inbound , local, travelers, small groups, trips/excursions: ( half news letters, direct
segment B2B/B2C: ( geografic segmentation, generation theory: price of the trips, channels: direct (own online payments
outbount, events, private groups, big tours tour/excursions types day, full day, multiday mailing, social
leisure, MICE, business source markets: baby boomers excursions, shops, web page, face system on web page
representation out of 45 people, guaranted trips, longer 7-15 days media, exhibition
travel, teambuildings, ) Generation Z activities boook ( yes/no )
Moldova...) tours - fix data, self guided, combined trips participation
,millennials
families with children

half day, 1 day tours, web page, facebook, social media, direct
travel agency, touroperator, leisure, big tours, private wine and gastro, culture,
20 Safe Travel http://safetravel.agency/ local, incoming B2C, B2B, leisure, MICE Romania, Moldova multiday trips, partners No mailing, exhibition
DMC tours history
combined tours touroperators participating
wine and gastro, culture,
local, outgoing, leisure, guaranted tours, half day, 1 day tours, Gen X, millennials, Gen 50 EUR / pers (1 social media, direct
21 Cunoaste-ti tara https://cunoastetitara.md/ travel agency, touroperator B2C leisure Moldova, Romania history, adventure (hiking, web page, facebook No
activities operator families multiday trips Z day tour) mailing
cycling, kayaking)
https://www.facebook.com/Easy-
wine and gastro, culture, half day, 1 day tours,
22 Easy Travel Travel-Moldova- travel agency local, incoming B2C leisure leisure, private tours web page, facebook No social media
history multiday trips
1620219284874792/
Germany, Molodva, web page, facebook, social media, direct
travel agency, touroperator, leisure, big tours, private wine and gastro, culture, half day, 1 day tours,
23 Ways Travel https://ways.md/en local, incoming B2C, B2B, leisure Romania, Ukraine, partners No mailing, exhibition
DMC tour, guaranted tours history, Transnistria region multiday trips
Austria, Italy touroperators participating
travel agency, incomig, outbound, local, leisure, guaranted tours, wine, culture, history, 25 EUR / pers social media, direct
24 Piligrim Travel http://piligrimmd.com/ B2C, leisure Moldova, Russia, Ukraine half day, 1 day tours web page, facebook No
touroperator incoming private tours pilgrimage tours (half day tour) mailing, newsletter
web page, facebook, social media, direct
outbound, local, wine, culture, history, half day, 1 day tours, 126 EUR / pers
25 Condor Tourism http://condor.md/ travel agency B2C, B2B. leisure Moldova leisure, private tours partners No mailing, exhibition
incoming Transnistria region multiday trips (3 days tour)
touroperators participating
10 EUR / self
26 Teleport Travel http://teleportravel.com/ online travel agency local, incoming B2C leisure Moldova leisure, self guided tours culture, adventure (hiking) 1 day tours millennials, Gen Z web page, facebook No social media
guided tour
http://xstyle.md/blog?fbclid=IwAR3u
Equipment for tourism and
MEQ- leisure, guaranted tours, cultural, adventure 1 day tours, 2 days 20 EUR / pers (1
27 X-Style tourism services, activities Local, outgoing B2C leisure Moldova millennials, Gen Z web page, facebook No social media
SBGSvhTvIiFqgccUBwEF73LvV58wIA families with children (cycling, hiking, kayaking) tours day tour)
operator
Mq7J-ONuI73U615UtL8qk
leisure, guaranted tours, wine and gastro, culture, 75 EUR / pers social media, direct
28 Avia Tur https://www.aviatur.md/ro/ travel agency local, outgoing B2C leisure Moldova half day, 1 day tours web page, facebook No
private tours history (1 day tour) mailing, newsletter
Gagauzia, wine and gastro, half day, 1 day tours, 197 EUR / pers social media, direct
29 Discover Gagauzia https://discovergagauzia.md/en/ tour operator local, incoming B2C, leisure Moldova, Turkey leisure, private tours web page, facebook No
culture, history multiday trips (3 days tour) mailing
leisure, private tours, Gagauzia, wine and gastro, half day, 1 day tours, 23 EUR / pers (1 social media, direct
30 Gagauzia Tur http://gagauziatur.md/ travel agency local, outgoing B2C, leisure Moldova web page, facebook No
combinetd tours Ukraine culture, history multiday trips day tour) mailing
Yes (OTA, booking social media, direct
tour operator, Activities private tours, guaranted Kayaking tours, Cycling half day, 1 day tours, 20 eur / pers (1
31 Hai la Tara www.kayakingtours.md local, incoming B2C, leisure, MICE Moldova millennials, Gen Z web page, facebook form, availability mailing, exhibition
operator tours, family tours Tours, self guided tours multiday trips day kayaking)
calendar) participating
29 EUR / pers (1
wine bar, online travel agency, wine tours, wine events at Yes (calendar of social media, direct
32 Wine.md https://wine.md/ local, incoming B2B, B2C Moldova Private tours, events, OTA half day, 1 day tours excursion at web page, facebook
Activity operator wine bar availability) mailing
Cricova WInery)
wine and gastro, culture, 15 EUR / pers (1 social media, direct
33 Sicro Travel https://sicro.md/ tour operator local, outgoing B2C leisure Moldova Private tours half day, 1 day tours web page, facebook No
history day tour) mailing, newsletter

https://www.facebook.com/Infinit- travel agency, Activities Private tours, guaranted culture, history, 18 EUR / pers social media, direct
34 Infinit Tur local B2C leisure Moldova half day, 1 day tours facebook No
TUR-112836916823293/?ref=py_c operator tours Adventure (hiking) (1 day tour) mailing

Private tours, guaranted wine and gastro, culture, 15 EUR / pers (1 social media, direct
35 Vanessa Tur http://vanessatur.md/ travel agency local, outgoing B2C leisure Moldova half day, 1 day tours web page, facebook No
tours history day tour) mailing
Transnistria region: social media, direct
half day, 1 day tours, 55 EUR / pers (1
36 Go Transnistria https://www.go-transnistria.com/ touroperator local, incoming B2B, B2C private, big group tours culture, urban tours, web page, facebook No mailing, exhibition
multiday trips day tour)
gastro, history participating
Cultural, history, gastro,
25 EUR / pers social media, direct
37 Transnistria Tour https://transnistria-tour.com/en/ touroperator local, incoming B2B, B2C private, big group tours wine tours, heritage tours, half day, 1 day tours web page, facebook No
(half day tour) mailing
sport tours
local, incoming, Cultural, history, heritage
38 Your Guide Moldova https://ygmoldova.com/ travel agency B2B, B2C guided tours, private tours half day, 1 day tours web page, facebook No social media
assistence tours
Cultural, history,
https://www.facebook.com/highlowe guaranted tours, small 23 EUR / pers (1
39 High&Low Expeditions travel agency local B2C Moldova adventura tours (hiking, half day, 1 day tours facebook, Telegram No social media
xpeditions/?ref=py_c groups day tour)
cycling)
tourism and ecological
https://www.facebook.com/BikeGuid Activities operator, eco guaranted tours, small half day, 1 day tours,
40 Bike Guide Chisinau local, incoming B2C, B2B Moldova transport, adveture tours facebook No social media
eChisinau/ touroperator groups, private groups multiday tours
(cycling)
https://www.facebook.com/moldova travel agency, Activities guaranted tours, small 25 EUR / pers
41 Moldova pe Jos Local B2B, B2C Moldova adventure tours (hiking) half day, 1 day tours facebook No social media
pejos/ operator groups, private groups (1 day tour)
Cultural, history, gastro, half day, 1 day tours, 668 EUR / pers (4 social media, direct
42 Sakura Tur http://sakuratur.md/ travel agency, touroperator local B2C Moldova private, big group tours web page, facebook No
wine tours multiday tours days tour) mailing
https://www.facebook.com/semiluna travel agency, Activities guaranted tours, small Cultural, history, 25 EUR / pers
43 Semiluna de Bronz local B2C Moldova half day, 1 day tours facebook No social media
debronz/ operator groups, private groups ecological tours (1 day tour)
Annex E: Winery Analysis

70
 Online booking Event offers (conference rooms
Nr. Winery name Description Web page contact e-mail Packages (wine tastings) Prices Prices Accommodation offer Events and festivals over the year Additional activities
system (Yes / No) and facilities)
Category: Underground Wine Cellar, state Excursion without wine tasting 18 EUR / pers Complex of tasting rooms rental 500 EUR 1.Undergrount Wine and Music 1. Photosessions
company Excursion and 4 types of wine Festival (February) 2. Private wine tastings
The biggest and one of the most impressive Presidential hall rental 2.Sparkling Night Festival (May) and dinners
tasting 23 EUR / pers 150 EUR / h
wine cellar from Europe.. Excursion and 5 types of sparkling 3.Must Fest (September)
Shows to tourists the sparkling wine European hall rental
wine tasting 31 EUR / pers 75 EUR / h
production according to the French classic
Excursion, 4 types of wine tasting
method -“Méthode Champenoise”. “Sea bottom” hall rental
and lunch 35 EUR / pers 75 EUR / h
1 Cricova Winery The wine town occupies an area of ​5 3 hectares, https://cricova.md/ cricova.vin@gmail.com YES No
Excursion and 6 types of wine
and the underground galleries, transformed “Fireplace hall” rental
tasting 34 EUR / pers 75 EUR / h
into streets, have a total length of 120
kilometers. In the cellars there is a collection of
old wines, the oldest from 1902, wines from
the interwar period as well as collections of “Casa Mare” hall rental
well-known people and politicians (Putin, Excursion, 8 types of wine tasting
Merkel, ...) and lunch / dinner 60 EUR / pers 75 EUR / h
Category: Underground Wine Cellar, state 1.Underland wine festival
company "The Golden Excursion without wine tasting 10 EUR / pers (November)
Collection” Milestii Mici was registered in the Excursion and 3 types of wine 2. Milestii Mici Wine Run
Guinness Book of Records as the largest wine tasting 23 EUR / pers (February) 3.
collection in the world, counting about 1,5 Excursion, 5 types of wine tasting Wine Festival (October) 4.
mln. bottles. The and lunch 34 EUR / pers Picnic Day (May)
https://www.milestii-
2 Milestii Mici Winery underground wine city “Milestii Mici” is one of turism@milestii-mici.md Excursion, 7 types of wine tasting YES No No
mici.md/ro/
the most important tourist elements in and lunch / dinner 43 EUR / pers
Moldova and attracts visitors from all over the Excursion and 7 types of wine
world. tasting 30 EUR / pers
Excursion, 7 types of wine tasting 50 - 75 EUR / pers
and lunch / dinner (3 (depending of
course menu) menu)
Category: Wine Chateau Excursion and 3 types of wine STD DBL room - 118 EUR 1. Purcari Wine Run (August) 2. 1. Grape Harvesting
Château Purcari replanted 250 hectares of tasting 15 EUR / pers Deluxe DBL - 130 EUR Wine Festival (October) 3. 2. Blind tasting 3.
Restaurant hall (60 persons)
vineyards, and installed state-of-the-art Excursion and 4 types of wine VIP room - 145 EUR Hello Spring Festival (March) Blending workshops 4.
technology at the winery. Purcari’s modern tasting 20 EUR / pers Exotic House - 110 EUR 4. Hello Summer Festival (June) Labeling workshops
technologies and traditional delights rests Excursion and 6 types of wine Sky House - 175 EUR 5. Placinta mastre class
among verdant hillsides. Nearby lakes offer tasting 28 EUR / pers
Restaurant hall (120 persons)
fishing, boating, and other relaxing pursuits Excursion and 7 types of wine
that heighten the senses. tasting 33 EUR / pers
4 Chateau Purcari Negru de Purcari and Rosu de Purcari have been https://purcari.wine/ro/ turism@purcari.wine Excursion and 9 types of wine No
the choice wine for some of the world's most tasting 44 EUR / pers
recognized dignitaries, which is known to be Excursion and 10 types of wine
served at the table of Queen Elizabeth II. tasting 51 EUR / pers
Terrace (170 persons)

Excursion and 3 types of vintage

wine tasting
21 EUR / pers
Category: Family-owned Winery Excursion and 3 types of wine Single room - 75 EUR Harvest Festival (September) 1. Master class of making
A small family owned winery, where 2 brothers tasting 10 EUR / pers Double room - 95 EUR placinta 2. Grape
are managing the winemaking process. Excursion and 4 types of wine Harsveting 3. "Make
Winetasting for tourists will be held by the tasting 13 EUR / pers your wine" activities
5 Et Cetera Winery owner of the winery who will tell you about https://etcetera.md/ tourism@etcetera.md Yes Conference hall 4. Cycling in the
winemaking methods that go into creating the 18-25 EUR / pers vineyards 5.
Excursion and 5 types of wine
wine. (depending of Fruit picking
tasting
wines)

Category: Wine Chateau Excursion without wine tasting 8 EUR / pers 2 restaurants - 260 persons 3 Villas: 60 EUR - 110EUR / 1. Strawberry Day Festival (June)
Chateau Vartely is a tourist resort with a Excursion and 3 types of wine capacity room 2. Wine Festival (October)
9 EUR / pers
Chateau where is making wine and a resort tasting
where tourists can stay for accommodation at Excursion and 4 types of divins
15 EUR / pers
tourist villas that were built following the tasting
regional traditions of the Northern, Central and Excursion and 5 types of wine
Southern parts of Moldova All were designed to 12 EUR / pers
tasting
6 Chateau Vartely offer the joy of relaxing and comfortable https://www.vartely.md/ reception@vartely.md Excursion, 5 types of wine tasting Yes
atmosphere. If desired, the guests can use 18 EUR / pers
and lunch
optional facilities such as sauna, billiards, dice,
fireplace, and a safe playground for children.
Excursion, 7 types of wine tasting
30 EUR / pers
and lunch / dinner

Category: Family-owned Winery Excursion and 3 types of wine Standard room - 90 EUR 1. Mai Vin Festival (May) 2. 1. Master class of making
8 EUR / pers
The Winery was founded in 1994 and to this tasting Suite - 120 EUR Wine Festival (October) placinta 2.
day remains a family business. Currently, Excursion and 5 types of wine Painting with wine
10 EUR / pers
there is opened a hotel complex which includes tasting
12 traditional houses in a rustic style. The
houses and rooms are decorated in the
traditional way of our ancestors.
7 Asconi Winery This winery shows to foreign tourists real https://asconi.md/ asconi@asconi.md No No
Moldovan traditionas, starting from making
wines, cuisine and finishing with folk music and
dances.
 Category: Family-owned Winery Standard room - 90 EUR 1. Mai Vin Festival (May) 2. 1. Master class of making
The Winery was founded in 1994 and to this Suite - 120 EUR Wine Festival (October) placinta 2.
day remains a family business. Currently, Online booking Event offers (conference rooms
Nr. Winery name Description Web page contact e-mail Packages (wine tastings) Prices Prices Accommodation offer Events and festivals over the year Painting with activities
Additional wine
there is opened a hotel complex which includes system (Yes / No) and facilities)
12 traditional houses in a rustic style. The Excursion and 7 types of wine
houses and rooms are decorated in the 13 EUR / pers
tasting
traditional way of our ancestors. Excursion and 5 types of dessert
7 Asconi Winery This winery shows to foreign tourists real https://asconi.md/ asconi@asconi.md 18 EUR / pers No No
wine tasting
Moldovan traditionas, starting from making Excursion, 6 types of wine tasting
wines, cuisine and finishing with folk music and 40 EUR / pers
and lunch / dinner
dances.
Excursion, 3 types of wine tasting
23 EUR / pers
and lunch
Excursion, 3 types of wine tasting
28 EUR / pers
and dinner
Category: Wine Chateau Excursion and 3 types of wine Double room - 250 EUR 1. Rose Day (June) 2. 1. Blending workshop
15 EUR / pers
The Castle Mimi is located 30 km from Chisinau tasting Open Air Dinners (all year) 3. 2. Wine tasting from the
Airport and is currently listed among the most Excursion and 5 types of wine VinOpera Festival (September) barrels
25 EUR / pers Diaphragm hall (150 pers) 60 EUR / h
beautiful architectural masterpieces in the tasting 4. Wine Festival (October)
world of wine. It is a real castle in the middle of Excursion, 4 types of wine tasting 5. Christmas Yard (December)
a Moldovan village. Castel https://www.castelmimi.md 38 EUR / pers
and lunch / dinner
8 Castel Mimi Mimi is also famous by it's restaurant with office@castelmimi.md Yes
/ 50-58 EUR/pers
traditional cuisine made in a modern way "fine Excursion, 5 types of wine tasting
(depending on
dinning". and lunch / dinner
menu)
Glass hall (300 pers) 100 EUR / h
Excursion, 6 types of vintage wine
125 EUR / pers
tasting and lunch / dinner

Category: Private Winery Excursion and 3 types of wine

In Ulmu village, in the middle of the Moldovan tasting 20 EUR / pers
Codri forest, Poiana winery is located. The Excursion, 6 types of wine tasting
main goal of Poiana winery is to use all of the and lunch 30 EUR / pers
natural resources the Codru forest area has to
offer. It is very famous by
it's gastro and wine experiences. The winery's
9 Poiana Winery chef use the most modern technics in cuisine https://vinariapoiana.md/ vinariapoiana@gmail.com No Restaurant (120 pers. capacity) 5 DBL rooms Wine Festival (October)
that are accompanied with good wines.
Excursion, 7 types of wine tasting
The winery is located in Codri, so it has an 50 EUR / pers
and lunch
nforgetable landscape panoramic view.

Category: Wine Chateau One of

Excursion without wine tasting 8 EUR / pers
the largest producers and exporters of Wines
and Divines (cognacs) in the Republic of Excursion and 3 types of wine
15 EUR / pers
Moldova. Tourists visit the cellars where wine is tasting
aged in barrels and bottles; visit of the
departament where divine is produced and
Migdal-P stored; visit of the wine collection «Migdal
10 http://migdal.md/ info@migdal.md No No No Wine Festival (October)
(Chateau Cojusna) Gallery». There are 4 tasting halls of the 25-38 EUR/pers
touristic complex, so the winery can welcome Excursion, 5 types of wine tasting
(depending on
many groups at the same time. and lunch
menu)

Category: Urban Winery (fmily-owned) Excursion and 5 types of wine 1. Graffitti workshop
It is a new concept of a winery that is located in tasting 18 EUR / pers
Chisinau in an industrial warehouse. Urban
winery, which will allow guests to participate
11 ATU Winery at any time in the production, tasting and https://atu.wine/ atuwinery@gmail.com Yes No No Wine Festival (October)
Excursion, 5 types of wine tasting
direct communication with the winemaker. 40 EUR / pers
and graffity team building

Category: Family-owned Winery Excursion and 3 types of wine 1. Culinary master class
Karagani winery is a family winery with a tasting 8 EUR / pers of gagauz cuisine
specific emphasis on the Gagauz origins of the Excursion, 4 types of wine tasting
Cerven family, who owns the company. The and lunch 18 EUR / pers
12 Karagani Winery winery is located in Vulcanesti city, in the http://karagani.md/ karagani.md@gmail.com No No No Wine Festival (October)
owner's house, where there are production
rooms, a wine cellar and a tasting hall with a
mini ethnographic museum. Excursion, 6 types of wine tasting
and lunch 28 EUR / pers
Category: Industrial Wine Factory Excursion and 5 types of wine 1. Wine Festival (October) 2. 1. Culinary master class
Wine of Comrat is a company that keeps their tasting 12 EUR / pers Weekend celebrations of gagauz cuisine 2.
goal to preserve, develop and improve Excursion, 6 types of wine tasting Labeling your bottle 3.
winemaking traditions in Gagauzia. and lunch 29 EUR / pers Assembly of gagauz music
Wine of Comrat is taking care of the whole and dances
process of wine making from growing grapes to
their processing, manufacture and bottling of https://www.vinuridecomra
13 Vinuri de Comrat hmelevschi@mail.ru Yes No No
dry wines, sweet dessert; manufacture alcohol t.md/
from grapes and raw material for cognac using
modern and innovative technologies. In the
summer, wine tastings are organized outside in
the factory park under the trees in small tents.
 Category: Industrial Wine Factory 1. Wine Festival (October) 2. 1. Culinary master class
Wine of Comrat is a company that keeps their Weekend celebrations of gagauz cuisine 2.
goal to preserve, develop and improve Online booking Event offers (conference rooms
Nr. Winery name Description Web page contact e-mail Packages (wine tastings) Prices Prices Accommodation offer Events and festivals over the year Labeling your activities
Additional bottle 3.
winemaking traditions in Gagauzia. system (Yes / No) and facilities) Assembly of gagauz music
Wine of Comrat is taking care of the whole and dances
process of wine making from growing grapes to
their processing, manufacture and bottling of https://www.vinuridecomra
13 Vinuri de Comrat hmelevschi@mail.ru Yes No No
dry wines, sweet dessert; manufacture alcohol t.md/
from grapes and raw material for cognac using Excursion, 7 types of wine tasting
36 EUR / pers
modern and innovative technologies. In the and lunch
summer, wine tastings are organized outside in
the factory park under the trees in small tents.

Category: Private Winery The Excursion and 3 types of wine

wines start from the area of Valului lui Trăian, a tasting 12 EUR / pers
region with a protected geographical Excursion and 4 types of wine
indication, located in the southern part of tasting 18 EUR / pers
Moldova. The winery is located in the area of
14 Vinaria din Vale Lunca Prutului de Jos reservation, that is http://vinaria.md/ sales@vinaria.md No No No Wine Festival (October)
protected by UNESCO. Tourists can combine
Excursion and 5 types of wine
their tours by visiting these attractions. 20 EUR / pers
tasting

Category: Private Winery Excursion and 3 types of wine

Carlevana Winery is located in Merenii Noi tasting 8 EUR / pers
(New Mereni) village, in 25 km from Chisinau. Excursion and 5 types of wine
The company is an entire winemaking complex. tasting 12 EUR / pers
The whole process, starting with the care of the Excursion, 5 types of wine tasting
15 Carlevana Winery vine, and ending with filling in cells and the http://carlevana.md/ marketing@carlevana.md No No No Wine Festival (October)
and snacks 15 EUR / pers
preparing for sale, is controlled by experts of
Carlevana Winery. Excursion, 7 types of wine tasting
20 EUR / pers
and snacks

Category: Underground Private Winery Excursion without wine tasting 8 EUR / pers
Branesti is located in the forest near Orhei Vechi Excursion and 3 types of wine
in Branesti village. It has 50 km of underground tasting 15 EUR / pers
cellars, reaching to depths of 60 m beneath the Excursion, 3 types of wine tasting
surface. There are two tasting halls at Branesti, and lunch 23 EUR / pers
one of which is located underground. The halls Excursion, 6 types of wine tasting
are decorated with wood and metal that and lunch 28 EUR / pers
reproduce images related to vine cultivation
and winemaking. Here you'll be able to enjoy no, see facebook page Epoca
16 Branesti Winery alexcor79@mail.ru No No Yes (not opened yet) Wine Festival (October)
dry white and red “collection” wines and de piatra
sparkling wines.Tastings and various events are
organized in the adjacent rock cellars, in the
Excursion, 6 types of wine tasting
area of Epoca de piatra ( Stone ege ) which 38 EUR / pers
and lunch + souvenir
provides catering and accommodation services
(while in construction).
https://www.facebook.com/EpocadePiatra/

Category: Family-owned Winery It is a

small family-owned winery located in Causeni
village. While the vast majority of winemakers
from this zone put a stronger emphasis on red
grape varieties, Ilie Gogu - winemaker has
decided to favor white varieties when planting
his vineyards. Such varieties as the indigenious Excursion and 5 types of wine
17 Gogu Winery http://goguwinery.md/en/ info@gogu.md 20 EUR / pers No No No Wine Festival (October)
Feteasca Alba. Feteasca Regala, Viorica and tasting
Riton, as well as European Sauvignon Blanc and
Chardonnay, have rapidly drawn attention
thanks to their rich aroma.

Category: Family-owned Winery Excursion and 3 types of wine

10 EUR / pers
Leuntea-Vin is the cellar, noted in history, tasting
which has survived to the present day, started
200 years ago. The wine of this producer is
made in cellars that were once famous
throughout Bessarabia and southern Russia.
18 Leuntea-Vin Winery Being one of the oldest wineries on the territory http://www.leuntea-vin.md/ info@leuntea-vin.md No No No Wine Festival (October)
of Basarabia since 1817, it started the wine
industry in that region, introducing the science
and technology of european descent.
 Category: Family-owned Winery Online booking Event offers (conference rooms
Nr. Winery name Description Web page contact e-mail Packages (wine tastings) Prices Prices Accommodation offer Events and festivals over the year Additional activities
Leuntea-Vin is the cellar, noted in history, system (Yes / No) and facilities)
which has survived to the present day, started
200 years ago. The wine of this producer is
made in cellars that were once famous
throughout Bessarabia and southern Russia.
18 Leuntea-Vin Winery Being one of the oldest wineries on the territory http://www.leuntea-vin.md/ info@leuntea-vin.md No No No Wine Festival (October)
of Basarabia since 1817, it started the wine Excursion, 6 types of wine tasting
20 EUR / pers
industry in that region, introducing the science and lunch / dinner
and technology of european descent.

Category: Family-owned Winery It is a Excursion and 3 types of wine Grape Harvest activities
small family business in the village of Sadova. tasting 8 EUR / pers
Varieties such as Fetească Regală, Pinot Noir or
Merlot are grown here, and the wines obtained
from these varieties are famous for their unique
flavor and accent.
19 Crama Tudor Guests can enjoy special wines and fully feel the no, see facebook page cramatudor@gmail.com No No No Wine Festival (October)
Excursion, 5 types of wine tasting
local hospitality, visiting the famous "villas", a 15 EUR / pers
and lunch
rustic-style resort with traditional elements
and a local cuisine.
https://www.facebook.com/CramaTudor/

Category: Family-owned Winery The only Excursion and 3 types of wine

winery in Moldova, with a legacy passed to tasting 12 EUR / pers
20 Salcuta Winery three generations and gifted with unique https://salcutawine.md/ office@salcuta.com No No No Wine Festival (October)
terroir of Ștefan Vodă region Excursion and 5 types of wine
20 EUR / pers
tasting

Category: Private Winery Mircești SGL room - 55 EUR

Winery is located in the town of the same DBL room - 70 EUR
name, one hour away by car from Chisinau
(Moldova). The beauty of the Mircești Winery
begins, first of all, in the vineyard. In an
exceptional natural amphitheater, there are
located 15 ha of vines, on hills with up to 30º
https://www.facebook.com/ Excursion and 5 types of wine
21 Crama Mircesti inclination, with southern, eastern and 20 EUR / pers No No Wine Festival (October)
cramamircesti/ tasting
northern exposure, at an altitude of 340 meters
(practically the highest vineyard in Moldova).
The cuisine is focused on traditional motifs and
the winemaker took care to choose the best
combinations for wines.

Category: Divins Factory ( cognac ) Excursion and 5 types of divins

Barza Albă is called as a legend of Moldovans tasting 11 EUR / pers
divins. Is one of the largest and most famous
producers of wine and distillates in the region,
with a history of over 70 years. On the
excursion at the factory, the sommelier of the
company will tell with great pleasure about the
22 Barza Alba Divin Factory history and unique qualities of "Brandy", https://barzaalba.md/ sales@barzaalba.md 17-50 EUR/pers Yes No No
Excursion and 6 types of divins
"Divin" and "Ripe apple cider ripe", etc. He will (depending on
tasting
teach tourists how to distinguish the types, years)
aromas, colours and tastes of the drinks.

Category: Divins Factory The Excursion and 5 types of divins

Aroma Divine Factory is one of the oldest tasting 17 EUR / pers
wineries in the Republic of Moldova founded in
the 19th century and located in Chisinau.
Aroma is specialized in the production, bottling
and marketing of alcoholic beverages, mainly
23 Aroma Divin Factory divine. https://aroma.md/ office@aroma.md No No No
During the trip tourists will follow the process Excursion and 4 types of divins
26 EUR / pers
of producing the divine and you will tasting (20-30 years aged)
differentiate between several types of divine
during the guided tasting.
 Online booking Event offers (conference rooms
Nr. Winery name Description Web page contact e-mail Packages (wine tastings) Prices Prices Accommodation offer Events and festivals over the year Additional activities
system (Yes / No) and facilities)
Category: Divins Factory It is a Excursion and 5 types of divins
divin and wine factory, located in Tiraspol tasting (5-10 years aged) 10 EUR / pers
(Transnistria region). Here tourists can have Excursion and 5 types of divins
tastings of wines or divins produced at the tasting (8-15 years aged) 15 EUR / pers
factory. The excursion can be easelly combined Excursion and 5 types of divins
with Transnistria region tours, and it is one of tasting (8-25 years aged) 25 EUR / pers
24 Kvint Divin Factory the most visited attraction in Tiraspol. A visit to http://www.kvint.md/ kad@kvint.md No No No
Excursion and 5 types of divins
the Kvint factory is also planned as part of the tasting (10-30 years aged) 30 EUR / pers
Back in the USSR tour, as during the Soviet era, Excursion and 7 types of divins
the factory recorded its greatest development. tasting (10-40 years aged) 40 EUR / pers
Excursion and 8 types of divins
tasting (8-50 years aged) 70 EUR / pers