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THE SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN CITY OF UNGHENI – REPUBLIC REPUBLIC OF MOLDOVA –


2 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


“An integrated approach for the sustainability of the tourism production” (Grant contract № 2010/204-103)

Disclaimer:

This report has been developed with financial assistance from the EU. Its contents are the sole responsibility of the writer and in no way reflect the views of the European Union.


TABLE OF CONTENTS

ACKNOWLEDGEMENTS AND CREDITS................................................................................................................................. III FOREWORD...............................................................................................................................................................................1 1. 2. 3.

BENEFITS OF THE SUSTAINABLE TOURISM STRATEGY ...........................................................................................................2 GUIDING PRINCIPLES AND VALUES ....................................................................................................................................3 PREPARING TOURISM PLAN..............................................................................................................................................4 The Tourism Development Planning in Ungheni ............................................................................................................4 Objectives to be obtained (vision and goals) and priorities of the strategy .................................................................5 Elements necessary for implementing the tourism plan:...............................................................................................6

PART 1........................................................................................................................................................................................7 AN OVERVIEW AROUND THE WORLD: SCENARIO, STATISTIC DATA, TRENDS, EVOLUTIONS....................................................................7 1. The worldwide tourism scenario: trends and vision of tourism.............................................................................7 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8

2.

Tourism is a mainstream of the economy in the future.......................................................................................................... 7 Advanced economies grow faster than expected .................................................................................................................. 9 Tourism Market Trends............................................................................................................................................................. 10 Drivers of tourism growth ........................................................................................................................................................ 11 Tourism and the world economy............................................................................................................................................ 12 World - Key Facts At A Glance .................................................................................................................................................. 12 Continued growth and increasing uncertainty..................................................................................................................... 13 G20 Declaration on Tourism and Economic Development ................................................................................................. 13

The European tourism scenario............................................................................................................................16 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10

Tourism and Europe.................................................................................................................................................................. 16 Statistical data and attitudes for tourism in Europe: Eurobarometer .............................................................................. 17 Emerging Destinations ............................................................................................................................................................. 20 Statistical data and attitudes for tourism in Europe: Euromonitor................................................................................... 20 First priority: promoting tourism sustainability and competitiveness............................................................................. 21 Three main actions.................................................................................................................................................................... 23 European Union Guidelines for European Neighborhood Policy ...................................................................................... 24 Tourism & Travel Competitiveness Index.............................................................................................................................. 26 The positioning of the “brands” ............................................................................................................................................ 32 Tourism & Travel Competitiveness Index of Moldova................................................................................................... 33

PART 2 .....................................................................................................................................................................................34 AN OVERVIEW AROUND THE REPUBLIC OF MOLDOVA: SCENARIO, STATISTIC DATA, TRENDS, EVOLUTIONS ..........................................34 1. The Moldovan tourism scenario: trends and vision of tourism............................................................................34 1.1 2.2

2. 3. 4. 5.

Foreword.................................................................................................................................................................................... 34 Tourism in Republic of Moldova............................................................................................................................................. 35

Travel and Tourism in Moldova: Outlook of the Expert Grup of the Centru Analitic Independent...................44 Travel and Tourism in Moldova: Outlook of the “Hotel & Tourism Management”...........................................46 Top 10 Attractions/Places in Moldova ..................................................................................................................47 Travel and Tourism in Moldova: Outlook of Metrolic:........................................................................................50

THE SUSTAINABLE TOURISM PLAN FOR THE CITY OF UNGHENI .......................................................................................55 PART 3 .....................................................................................................................................................................................55 AN OVERVIEW OF THE CURRENT CONDITIONS OF TOURISM IN UNGHENI CITY AND ITS SURROUNDING AREA: PLANNING FOR TOURISM GROWTH................................................................................................................................................................................55

1.

An overview of the current conditions of tourism in the community (city and surrounding areas) ................55 1.1 1.2 1.3 1.4 1.5

Policies at Regional Level......................................................................................................................................................... 55 Policies at Local Level ............................................................................................................................................................... 55 Geostrategic location and description of the area .............................................................................................................. 57 Ungheni, a historic and cultural city....................................................................................................................................... 57 Tourism in Ungheni – the Current Situation ......................................................................................................................... 60


1.6 1.7 1.8 1.9 1.10 1.11

2.

What’s on about tourism in Ungheni ..................................................................................................................................... 60 Sources of statistical data on flows........................................................................................................................................ 61 Inventory of the tourist and hospitality facilities ................................................................................................................ 63 Inventory of resources and potential attractors of the area ............................................................................................. 64 Inventory of crafts and business relevant for the local sustainable development ................................................... 77 From resources to attractors to the IPOT: a process!.......................................................................................................... 80

SWOT analysis......................................................................................................................................................81 2.1 2.2 2.3

3.

SWOT analysis for Ungheni City ............................................................................................................................................. 81 Arguing the SWOT analysis ..................................................................................................................................................... 85 Major problems in tourism development in Ungheni City ................................................................................................. 85

Tourism Development Strategy in Ungheni City.................................................................................................86 3.1 3.2 3.3

4.

Development strategies and Municipality policies for tourism development in Ungheni City.................................... 86 Ungheni City acting the first.................................................................................................................................................... 87 Strategic Directions and Measures to be adopted by the Municipality of Ungheni....................................................... 93

Marketing and Action Plan for Tourism Development .......................................................................................98 4.1 4.2 4.3 4.4 4.5

Marketing plan .......................................................................................................................................................................... 98 Tourism advertising promotional tools effectiveness grid .............................................................................................. 109 Implementing the Action Plan .............................................................................................................................................. 111 Market position ....................................................................................................................................................................... 120 Creation and selection of the Integrated packages of Tourist Offer.............................................................................. 120

5. Suggestions for implementing an active Municipal Tourism Policy.................................................................123 6. Suggestions for implementing an accreditation system for Assurance of Sustainability and Quality Management in Tourist Destinations..........................................................................................................................124 7. How to get resources to implement the plan ...................................................................................................126 7.1

8.

Negotiation with National and International Institutions ................................................................................................ 126

Monitoring and fine tuning ...............................................................................................................................126 8.1 8.2 8.3 8.4 8.5 8.6

Indicators for monitoring and assessing the path for Ungheni tourism development ............................................... 126 The need for regular monitoring.......................................................................................................................................... 126 Essential ingredients of a monitoring program ................................................................................................................. 127 Performance indicators.......................................................................................................................................................... 128 Stress indicators ...................................................................................................................................................................... 130 Adaptive management responses ........................................................................................................................................ 132

ANNEXES...............................................................................................................................................................................133

II SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


ACKNOWLEDGEMENTS AND CREDITS We are very glad to express full satisfaction for the successful conclusion of the Project CIUDAD, with THE SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN FOR THE CITY OF UNGHENI. First of all, we thank the Ungheni Local Team, lead by Mayor Alexandru Ambros, and composed by Svetlana Ciobanu, Marina Scutaru, Svetlana Lazar, and all of those who have collaborated within the Project. In particular, Svetlana Lazar played the key role of “National Expert” and Responsible for data collection on the local condition of tourism and its endowment (infrastructures, facilities, services, tourist flows, major attractions etc.). Moreover, we thank - Giorgia Andreuzza, Responsible for Tourism Promotion of the Province of Venice, who represented our Institution as a main Partner the CIUDAD Project all the time, especially in the missions to Moldova and to Georgia, and who was helped in the Project by the Staff of her Department: Roberto Favarato, Clara Talamini, Giacomina Bellon, Alice Donadel, Patrizia Danieluzzo, Stefania Carlotto, Patrizia Salvaterra, Pamela Prizzon. - Ildebrando Lava, President of the CONFARTIGIANATO SAN DONA’ and his staff, involving human resources and ensuring financial commitment. - Romano Toppan, Scientific Director of the Project and Senior Adviser of the Province of Venice for the Tourism Promotion Strategies, - Salvatore Carlo Vigo, International Expert, who developed an excellent activity together with the Local Team of Ungheni, - Claudia Poles, who was the Coordinator of the CIUDAD Project: she drove the long path of the Project during all of its steps, with continuous problem solving, finding solutions, keeping good relations between each Partner, creating a spirit of cohesion and cooperation, opening new ideas, carefully following all the procedures in close contact with SMT, - Eamon Kelly of Euroteam, who paved the way to the Tourism Market Research about Ungheni Destination and its surroundings, - Carlo Boselli, who introduced an interesting and up-to-date approach to the competencies concerning the web marketing and web 2.0 in tourism promotion and advertising A special acknowledgment must be devoted to Mr. Philippe Bernhard,

III SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


A special acknowledgment must be devoted to Mr. Philippe Bernhard, EUD and Mr. Jan Edwin Waanders, EU CIUDAD SMT, who have been effective and precious support for the profitable and appropriate implementation of the Project and for its goal oriented project planning. Their flexible managing approach permitted to have more time and more adjustments and improvements of the purposed programme, meeting the needs by the way. Every Venetian Municipality involved in the Project has been available for any benchmarking programme concerning all the areas of the best practices adopted in their sustainable tourism policy : Venice, Cavallino, Chioggia, Caorle, Jesolo, San Michele al Tagliamento-Bibione. Some of them are disposed to continue the cooperation through the Memorandum of Understanding. There are also some Organizations which are disposed to create specific actions for the promotion of sustainability in Ungheni : - Consortium BIM (6 Municipalities placed along the River Piave), for an action in favor of the use of “alternative energy” (biomass), in the framework of the green economy ; moreover, for an action oriented to the River Prut valorization for leisure, through the “greenways” for touring bicycle and other sport activities, - International Centre of Cities on Water, for an action of valorization of the River Prut, providing a large network of cities on water all over the world, - Municipality of San Donà di Piave, for the application of the “mark” of Flowered City, - APT – Agency for Tourism Promotion (Province of Venice), for a promotional action of the Camping Certification Process (ECOCAMPING). The main results of the Project are : - Many workshops focused on the exchange of best practices about sustainable tourism, with relevant didactical tools and guidelines, - 1 Research on the Tourist Potential of Ungheni and its surroundings through Delphi Methodology (Questionnaire about the “perception” of the tourist destination submitted to a certain number of experts, who have been asked to give their opinion without knowing the opinion of the others), - 1 Research on the Tourist Positioning of Ungheni according to 5 main Tour Operators and their Tourist Packages involving Ungheni as destination, - 1 Networking Proposal, in order to enlarge and diffuse the reputation of Ungheni, - 1 Collection of 99 documents on Sustainable Tourism released by UN, UNEP, UNCTAD, UNTWO, EU, Council of Europe, OECD, World Economic Forum, Euromonitor, GLOBAL SUSTAINABLE TOURISM

IV SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

-

-

UN, UNEP, UNCTAD, UNTWO, EU, Council of Europe, OECD, World Economic Forum, Euromonitor, GLOBAL SUSTAINABLE TOURISM COUNCIL, Federation of Tour Operators, The Nature Conservancy Foundation, SustainAbility & Global Compact, Transition Towns Network, The World Travel & Tourism Council 1 Vademecum containing all the best practices of Sustainable Tourism Accreditation and/or Certification Methodologies adopted by EU and many European Union Countries, The Strategic Tourism Plan for Ungheni, which is the definite component of the project.

Many other documents of minor importance have been provided and elaborated during the workshops, meetings, seminars and researches.

V SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Foreword The plan aims at improving the role of Ungheni as a tourist destination at a national and international level. The city has no currently relevance in the international market, against lots of potential value resources that can be put on an international channel for the development of tourism. This is therefore a local scale operation which is not limited to some specific demand segmentation: it is about the draw of a plan and the carrying out of the first part of a program aiming at producing an appreciable development of tourism in Ungheni in the short-mid and in the long term. In details, the program has the following goals: 1. Develop the potentialities of tourism in Ungheni in order to increase hospitality and tourist services offer; 2. Increase the flow of national and international tourists towards “Ungheni destination” on tourist markets; 3. Increase technical skills of Ungheni tourist authorities in planning, development, promotion and tourism control in the city and in the surrounding area. Considering these clear goals, the realization of the project should be based on three standards: • The importance of the preservation and protection of naturalistic and

environmental patrimony of Ungheni, which represents the base for every development in the tourist sector of the area; • the necessity to avoid, from the beginning, the risks of an indiscriminate and uncontrolled development of tourism, and especially: - to avoid a prevailing role of the non local entrepreneurships (hotel chains, facilities managed mainly by foreigners); - to prevent an exploitation of the region for tourist purposes that could deteriorate the existing socio-cultural equilibrium; • the necessity to found the development of tourism in Ungheni on a continuous, deep and careful relationship with national and international Tour Operators (T.O.); hence the necessity to consider the business aspect a central point to start the plan, not only to find a way out for the marketing of the city tourism, but also to define the standards, the products and actions requested by the market. This outline plan is linked to the need of solid basis for the expected development of tourism, through the protection and a careful use of environmental resources. To do this the Municipality should have an active role in 1

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


the guidance and control of tourism activity. The local economic forces should be engaged in the process and there should be a steady dialogue with international market. In other words, Ungheni should avoid the mistakes made by other countries in the effort to pursue a rapid tourism sprawl. The results meant to be reached through the plan are the following: - Ungheni affirmation as a national and international tourist destination; - gradual increase of international tourists; - increasing incomes in foreign currencies; - increasing impact on the country economy; - increasing employment and revenue opportunities for local population; - increasing incomes for the Municipality.

includes permanence, which means that sustainable tourism implies the optimal use of resources (including the biologic diversity), minimization of the negative economic, sociocultural and ecological impact, maximization of benefits on local communities, national economies and nature conservation. As a normal consequence, the sustainability refers, also, to the necessary managerial structures in order to accomplish these challenges. The goal of realizing a sustainable tourism should be subordinated to the local, national and regional plans of economic and social development. The actions may cover economic goals (incomes increase, activities diversification and integration, control, development optimization and donation), social goals (amelioration of poverty and the inequality of income distribution, protection of autochthonous socio-cultural patrimony, participation and involvement of local communities) or ecologic goals (protection of eco tourism function, conservation and sustainable use of biodiversity). Some specialists prefer to speak about tourism sustainable development more than a sustainable tourism, the first referring to all development aspects and the second refers to some tourism components and aspects – for example air transport at great distance may not be sustainable, in the conditions of nowadays technologies, even with the use of the best practices.

1. Benefits of the Sustainable Tourism strategy The sustainable tourism covers all forms and activities of hospitality industry, including conventional tourism, cultural tourism, business tourism, rural tourism, religious tourism, urban tourism and sport tourism. The orientation towards sustainability process should be, normally, coordinated at national level by governing factors and supported by local factors, at communities level. The sustainability, for tourism as well as for other industries, has three independent aspects: economic, socio-cultural and environmental. The sustainable development 2

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


The implementation of tourism development policies and plans represents a responsibility of both government and private sector. The public sector is responsible for establishing the policy, planning and research, realizing the basic infrastructure, developing certain tourist attractions, establishing measures of administrating and valorizing the territory and protecting the environment, establishing the standards in tourism field, maintaining of health and public security. The private sector will be responsible for developing the accommodation services, tourism agencies operations, commercial enterprises with tourist specific activity, and it is based on infrastructure, on the development of some tourist attractions and their promotion through specific marketing activities. The political engagement regarding the tourism development in a planned and sustainable manner is essential. Also, the nongovernmental organizations are more and more involved in aspects connected to tourism development. There are used different implementation techniques. The logical arrangement and programming development projects and programs of tourist action are also important. In tourism, there should exist efficient organizations, both in the public and private sectors for ensuring the environment protection and tourist facilities standards. The specific tourism projects should be developed in a systematic manner. The

projects financial support for both public and private sectors is a very important condition. For each tourist activity a financial strategy should be established. The development of human resources for tourism should be a priority regarding the offer of qualitative services expected by tourist market and needs a systematic approach in projecting the needs for staff and establishing the training modalities necessary for delivering qualified personnel both for public and private sectors. If the regional and national institutions specialized in hotel, catering and tourism fields cannot satisfy the local necessities, then it should be set up a specialized institution at local level. Also, it is important to use the techniques and methods of tourist marketing: establishing marketing objectives and strategies and realizing a promotional program. The marketing activities should be unrolled at the level of governmental tourism offices, at the local tourist office and in the private tourist sector because the development of a positive image of the new tourist sector on the potential tourist markets is very important.

2. Guiding Principles and Values As results expected from the plan the following aspects will be highlighted through the definition of the strategies stated below: • which are the existing and potential resources for tourism in Ungheni? 3

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


• •

3. Preparing Tourism Plan

which are the points of strengths and weaknesses for the development of the tourism potential in Ungheni? what is the current image of the potential “Ungheni destination” on national and international tourist markets? which bounds exist now for the organization of the tourist sector, considering the aspect of the public operators (means for development, financial bodies, legislative implements, etc.), and the opening to foreign private operator (offers market, segmentation, professional, management and trade skills, etc.)? identify the tourist products which can become the basis of the development of the “Ungheni destination”? which are the internal policies to develop the strategic tourist products? which are the business standards and actions to create a regular flow of international tourists in Ungheni? which is the relationship between the expected development of tourism and the national economic frame, and what are the impacts that tourism can bring on the economic system? which actions have to be done in the short, mid and long term in order to make a realistic, feasible and effective development program?

The Tourism Development Planning in Ungheni The tourism development planning is an important technique for systematic approach and coordinating the implementation. As in this case, the planning takes the form of an action plan that includes both development programs and projects and connected necessary activities. In the first stage of tourism development, the action plan has to be elaborated for 5-7 years and it is realized as a part of the whole process of tourism programming and it is periodically reviewed and updated. The action plan includes both programs and projects of the public and private sectors, infrastructures and attractions, necessary facilities and services, as the tourism development to be integrated and coordinated. Other necessary activities are the projection and approval of certain settlement types. The plan includes also special actions, programs and projects for a certain period, but no less than five years. A completed action plan will include specific objectives, will describe each action, will indicate terms and targets, will assign the managers for its realization, will indicate the resources, expected results and, where is possible, will indicate the estimated costs of the actions.

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Objectives to be obtained (vision and goals) and priorities of the strategy

Specific objectives: - development and promotion of the traditions and crafts; - creation of tourist itineraries to identify all the tourist products, new discovering and development of these products (5 nearby villages and 1 city, Ungheni); - diversification of the tourism offer and specific cross-border proposals; - increasing of performances of the entrepreneurs who work in the tourist field by improving information services; - improvement of providing services in all fields in order to have good guides and qualified people, products according to the standards; - identifying and promoting the opportunities of local tourism development; - balanced and sustainable valorization of tourist potential in Ungheni City and its proximity; - increasing the quality of tourist services providers; - promoting tourist projects with external financing; - creating a favorable environment for attracting investments in tourism; - promoting Ungheni City as a cultural and ecologic tourist destination; - developing and diversifying the tourist and entertainment industry in Ungheni City and in its proximity.

I. Vision II. Mission III. General objectives IV. Specific objectives Below are the statements pointed out by the Municipality regarding their Vision and Mission about Tourism as well as general and specific objectives as goals to be obtained in the future. Vision: Tourism in Ungheni City, engine of sustainable development and pole of local economy increase. Mission: Visitors/Tourists to feel fine in Ungheni City and the inhabitants to identify themselves with their city. General Objectives: Socio–economic development, amelioration of environment quality and improvement of life conditions for the inhabitants of Ungheni City through local tourism development by means of: - promotion of the image of the city as a tourist destination; - valorization of the historical and cultural heritage (museums, exhibitions, gastronomy, etc.); - creation of partnership and exchange of experiences and visits; - development of the urban and rural infrastructures; - development of the human resources in providing customer services. 5

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Elements necessary for implementing the tourism plan: In preparing a marketing and action plan for tourism development there are few key and fundamental factors to taken into account. Starting from analysis of current situation of the City area assessing infrastructures, services and links as well as labor and professional skills in the area, a particular analysis has to be conducted to the potential of tourism resources in the area. The classification of tourism development has to be put in the priorities of economic policy by Municipality Authorities. At the same level

has to be put the identification of geographical areas and priority areas for development. The strategic tourism products, the development model and the actions to be performed have to be defined. The preparation of a legislative and regulatory tourism framework, for local businesses will become one of the priorities. Other technical tools to support the tourism development in Ungheni are the planning of a training program development, the relationship with operators and foreign investors.

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PART 1

An overview around the world: scenario, statistic data, trends, evolutions 1. The worldwide tourism scenario: trends and vision of tourism Essential outcomes of the Tourism 2020 Vision are quantitative forecasts covering a 25 years period, with 1995 as the base year and forecasts for 2010 and 2020. Although the evolution of tourism in the last few years has been irregular, UNWTO maintains its long-term forecast for the

1.1 Tourism is a mainstream of the economy in the future According to the Tourism 2020 Vision1 (the World Tourism Organization's long-term forecast and assessment of the development of tourism up to the first 20 years of the new

Tab.1 - Actual and Forecasts of Tourism flows (Source: UNTWO)

millennium), tourism is one of the driving sectors of the economy in the future.

moment. The underlying structural trends of the forecast are believed not to have significantly changed. Experience shows that in the short term, periods of faster growth (1995, 1996, 2000) alternate with periods of slow growth (2001 to 2003). While the pace

1

Tourism 2020 Vision are quantitative forecasts covering a 25 years period, with 1995 as the base year and forecasts for 2010 and 2020 (published by UNTWO).

7 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


of growth till 2000 actually exceeded the Tourism 2020 Vision forecast, it is generally expected that the current slowdown will be compensated in the medium to long term. UNWTO's Tourism 2020 Vision forecasts that international arrivals are expected to reach nearly 1.6 billion by the year 2020. Among these worldwide arrivals in 2020, 1.2 billion will be intraregional and 378 million will be long-haul travelers. The total tourist arrivals by region shows that by 2020 the top three receiving regions will be Europe (717 million tourists), East Asia and the Pacific (397 million) and the Americas (282 million), followed by Africa, the Middle East and South Asia. East Asia and the Pacific, Asia, the Middle East and Africa are forecasted to record growth at rates of over 5% year, compared to the world average of 4.1%. The more mature

regions Europe and Americas are anticipated to show lower than average growth rates. Europe will maintain the highest share of world arrivals, although there will be a decline from 60 per cent in 1995 to 46 per cent in 2020. Though approximate, like all the long-term forecasts, it is undoubted that tourism represents, in any case, an economic sector to which we can assign a lot of expectations of sustainable development, with a degree of trust surely higher than many other sectors. This evaluation is confirmed by the data provided by the most important International organizations, like UNTWO, WTTC, ITTC, OECD, Eurbarometer etc., even in the crisis periods. Thereby, for our Project and the Tourism Plans it is very important and crucial knowing that tourism is a strategic choice for the

Tab. 2 – Share of tourist flows by Region (Source: UNTWO)

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decision makers with a positive result and many probabilities of success for the value creation and local development.

All world (sub)regions showed positive trends with the exception of the Middle East and North Africa. Results were better than expected in Europe (+6%), boosted by the recovery of Northern Europe (+7%) and Central and Eastern Europe (+9%), and the temporary redistribution of travel to destinations in Southern and Mediterranean Europe (+7%) due to developments in North Africa (-13%) and the Middle East (-11%). SubSaharan Africa (+9%) continued to perform soundly. The Americas (+6%) was slightly above the world average, with remarkably strong results for South America (+15%). Asia and the Pacific grew at a comparatively slower pace of 5%, but this more than consolidates its 13% bumper growth of 2010. Results from recent months show that destinations such as Egypt, Tunisia or Japan are seeing declines in demand clearly reverting.

1.2 Advanced economies grow faster than expected International tourist arrivals are estimated to have grown by 4.5% in the first half of 2011, consolidating the 6.6% increase registered in 2010. Between January and June of this year, the total number of arrivals reached 440 million, 19 million more than in the same period of 2010. Growth in advanced economies (+4.3%) has maintained strength and is closing the gap with emerging economies (+4.8%), which have been driving international tourism growth in recent years. This trend reflects the decreases registered in the Middle East and North Africa, as well as a slight slowdown in the growth of some Asian destinations following a very strong 2010. “The sustained growth registered in tourism demand in such challenging times clearly makes the case for the sector and reinforces our call to consider tourism as a priority in national policies. Tourism can play a key role in terms of economic growth and development, particularly at a moment when many economies, for the most part in Europe and North America, struggle for recovery and job creation,” said UNWTO SecretaryGeneral, Taleb Rifai. 9

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


1.3 Tourism Market Trends2

Organization regular series of reports whose objective is to present international tourism

Tourism Market Trends is the World Tourism

Tab. 3 - Arrivals in the main world regions (macro-outlook). Percentage of share in 2009, compared with percentage of share in 2010 (considering the first period of the year) - Source: UNTWO. Tourism Barometer June 2010 2009

2010

Jan-June Jul-Dec Jan-Apr North Europe

-9%

-5%

-7%

West Europe

-10%

-2%

3%

Central-East Europe

-14%

-8%

-1%

South Europe

-8%

-1%

2%

North-EastAsia

-8%

2%

11%

South-East Asia

-6%

9%

14%

Oceania

-5%

1%

6%

South Asia

-7%

3%

14%

North America

-9%

-3%

7%

Caribbeans

-5%

2%

4%

Central Anerica

-8%

-3%

7%

South America

-2%

-2%

5%

North Africa

5%

1%

5%

Subsaharian Africa

3%

5%

8%

-16%

4%

33%

Middle East 2

We have to distinguish in separate outlook 3 basic data about tourist flows: Inbound Tourism (Involving the non-residents received by a destination country from the point of view of that destination), Outbound Tourism (Involving residents travelling to another country from the point of view of the country of origin), Domestic Tourism (Involving residents of a given country travelling within that country). In our Tourist Plan, we consider only Inbound Tourism and Domestic Tourism: outbound tourism of Moldova is concerning the “export” of its wealth towards “other” countries: the main objective of our Plan is to promote the flows both “from” other countries or internal flows within the country.

trends in the world as well as in each region. The full series consists of one volume providing an overview of the tourism trends in the world and five regional volumes highlighting the international tourism trends in each region. Middle East, East Asia and South-East Asia are the leader regions in the last period and quite surely they should stand on in that positioning also in the future. 10

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Meanwhile, in continental Europe, and in Germany in particular, economic growth has picked up encouragingly. With increasing disposable income and factors such as the continued development of low cost airlines making travel available for larger shares of population, international tourism seems on track for another year of above average growth.

1.4 Drivers of tourism growth Several positive factors contributed to the growth registered in the first four months of this year (2011), and are likely to help sustain it through the coming months. Continuing world prosperity has clearly been a main driver. Emerging markets and developing economies in general, and especially those of Asia, maintained their extraordinary strength.

Tab. 4 - Arrivals in the main world regions from 2000 to 2011 (Source: UNTWO – June 2011)

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1.5 Tourism and the world economy3

UNWTO Secretary-General Francesco Frangialli said that “the strong growth underscores the increasingly important relation between tourism, climate change and poverty alleviation. Responsible and sustainable growth of the tourism sector will provide exports and jobs for the world economy generally and the poorest countries specifically, but this must be balanced with firm action to reduce the industry’s carbon footprint. With this in mind we have put in train a programme to explore ways and means to help the sector achieve the right balance in the years ahead. We expect the Davos Summit in October, with the United Nations Environment Programme and the support of the World Economic Forum to begin this process in earnest”.

International tourism receipts represented in 2003 approximately 6 per cent of worldwide exports of goods and services (as expressed in US$). When considering service exports exclusively, the share of tourism exports increases to nearly 30 per cent. Tourism demand depends above all strongly on the economic conditions in major generating markets. When economies grow, levels of disposable income will usually also rise. A relatively large part of discretionary income will typically be spent on tourism, in particular in the case of emerging economies. A tightening of the economic situation on the other hand, will often result in a decrease or trading down of tourism spending. In general, the growth of international tourism arrivals significantly outpaces growth of economic output as measured in Gross Domestic Product (GDP). In years when world economic growth exceeds 4 per cent, the growth of tourism volume tends to be higher. When GDP growth falls below 2 per cent, tourism growth tends to be even lower. In and GDP at 3.5 per cent, i.e. tourism grew on average 1.3 times faster than GDP. The period 1975-2000 tourism increased at an average rate of 4.6 per cent a year.

1.6 World - Key Facts At A Glance4 GDP: Direct Contribution The direct contribution of Travel & Tourism to GDP is expected to be US$1,850.0bn (2.8% of total GDP) in 2011, rising by 4.2% pa to US$2,860.5bn (2.9%) in 2021 (in constant 2011 prices). GDP: Total Contribution The total contribution of Travel & Tourism to GDP, including its wider economic impacts, is forecasted to rise by 4.2% pa from

3

For further information please contact:UNWTO Press and Communications Department:T: (34) 91-567-8194 / (34) 91-567-8100/F:+3491-567-8218, comm@unwto.org - http://www.unwto.org

4

Source: World Travel & Tourism Council

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US$5,991.9bn (9.1% of GDP) in 2011 to US$9,226.9bn (9.6%) by 2021. Employment: Direct Contribution Travel & Tourism is expected to support directly 99,048,000 jobs (3.4% of total employment) in 2011, rising by 2.0% pa to 120,427,000 jobs (3.6%) by 2021. Employment: Total Contribution The total contribution of Travel & Tourism to employment, including jobs indirectly supported by the industry, is forecasted to rise by 2.3% pa from 258,592,000 jobs (8.8% of total employment) in 2011 to 323,826,000 jobs (9.7%) by 2021. Visitor Exports Travel & Tourism visitor exports are expected to generate US$1,162.7bn (5.8% of total exports) in 2011, growing by 6.6% pa (in nominal terms) to US$1,789.2bn (4.7%) in 2021. Investment Travel & Tourism investment is estimated at US$652.4bn or 4.5% of total investment in 2011. It should rise by 5.4% pa to reach US$1,487.9bn (or 4.6%) of total investment in 2021.

of 2011, 4% to 5%, for the full year 2011, a rate slightly above the 4% long-term average. As international tourism receipts were more affected by the 2008-2009 crisis and recovered somewhat slower than arrivals in 2010, this year should also see their further improvement. Following an encouraging first half of 2011, growth in the remainder of the year is expected to soften somewhat as recent months have brought increased uncertainty, hampering business and consumer confidence. We must remain cautious as the global economy is showing signs of increased volatility. Many advanced economies still face risks posed by weak growth, fiscal problems and persistently high unemployment. Simultaneously, signs of overheating have become apparent in some emerging economies. Restoring sustained and balanced economic growth remains a major task.

1.8 G20 Declaration5 on Tourism and Economic Development A very important acknowledgement of tourism as “engine of the economic development” has been signed by G20: The Ministers of Tourism of the major economies meeting in Paris for the 3rd T20 Ministers’

1.7 Continued growth and increasing uncertainty So far, the growth of international tourism arrivals is very much in line with the initial forecast issued by UNWTO at the beginning

5

Source: http://thetravellernews.com/en/tourismeconomic-development/ (October 29th 2011)

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Meeting have called on decision-makers to consider tourism within their strategies to foster the economy and when facing mounting challenges, namely that of job creation (Paris, France, October 25, 2011). The meeting approved a declaration calling on members of the G20 to “register the importance and impact of tourism as a topic of discussion in the coming years’ summits” considering the “significant economic and social potential of tourism for the global economy, employment, and sustainable development.” “We need to convince our decision-makers of the importance of tourism to the economy and employment,” said Mr. Frederic Lefebvre, Minister of Tourism of France, opening the meeting. “In these challenging times, we need to maximize our strengths, and tourism is one of them,” he added. “Tourism can be part of the solution to the economic difficulties facing the world,” said Mr. Taleb Rifai, UNWTO Secretary General. “Amid increased economic uncertainty, unacceptably high unemployment rates, and the challenges of fiscal consolidation and increased taxation in many economies, it is time for us to recall the role tourism can have in increasing exports, driving economic growth, and creating jobs,” he added. The debate highlighted the multiplier effect of tourism on other sectors of the economy in terms of output, and particularly

employment, as well as the contribution of the sector to minimizing trade unbalances in many economies and promoting regional development. With one billion tourists set to cross international borders in 2012, the meeting furthermore stressed the impact of tourism in fostering social wellbeing and understanding, and the need for it to address the challenges of sustainable development and climate change to ensure a sustained future. Ministers also stressed the need to reduce travel barriers and increase investment to move the tourism agenda forward. “In this period of economic transition, tourism is a strong driver of development,” said Mr. Antonio Tajani, Vice President of the European Commission and responsible for Industry and Entrepreneurship. “As we face an economic and confidence crisis, all sectors should contribute to overcome difficulties and tourism can make a significant contribution to this effort,” he added.

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DECLARATION The Ministers for Tourism and Heads of Delegation of the G20 member countries present and international organizationsi met in Paris on 25 October 2011, Recalling that: 1 - The first two T20 meetings highlighted the impact of tourism on the economy. This sector accounts directly for 5% of GDP, 3 % to 4% of jobs, corresponding to direct employment of 100 million people throughout the world. Furthermore, international tourism accounts directly for 6% of worldwide exports and 30% of service exports. 2 - Tourism also plays a major role in lessening worldwide balance of payments disequilibrium. By stimulating internal consumption, the development of domestic tourism can make a country’s growth less dependent on exports. 3 - Tourism represents one of the driving forces for global economic development by ensuring the dissemination of wealth in all countries. In 2010, international tourists spent 339 billions US dollars in emerging countries and developing economies, representing several times the amount of official development assistance which is provided to these countries.Through its resilience, it has proven that it is a sector which contributes to reducing the impact of recessions and which acts as a catalyst for recovery. 4 - By fostering better mutual awareness of people and cultures, tourist encounters and travel have a significant stabilizing effect as regards international relations and solidarity. 5 - Tourism can provide an important contribution to the sustainable development of the advanced, emerging countries and developing economies, if it is managed in a responsible and quality driven way by all the public and private stakeholders, following ethical principles. 6 - Tourism is one of the first economic activities which took back the road of the growth at the world level. In 2010, the number of international tourists increased by 7 % to reach 940 millions tourists. This recovery has been confirmed at the beginning of 2011 with a 5 % progress during the first eight months of the year, with the prospect to reach one billion of cross border tourists by 2012. Considering that 7 - the third T20 meeting, held in Paris on 25 October 2011, devoted to analyzing the indirect impact of tourism on economies, showed it can be estimated at comparable levels with the sectors which depend directly on the tourist activities. 8 - the forecasts drawn up by the World Tourism Organization suggest that tourism will experience sustained development in coming years reaching 1,8 billion international tourists by 2030. Strong growth in domestic tourism is also expected. Underlining 9 - the importance for the prosperity of the global economy of continuing to encourage the sustainable development and decent work in tourism, by guaranteeing an institutional, fiscal and economicaly favourable framework to this sector. Encourage 10 - Considering the significant economic and social potential of tourism for the global economy, employment and sustainable development, the G20 members to register the importance and impact of tourism as a topic of discussion in the coming years summits.

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2. The European tourism scenario and services can be provided under other headings, such as innovation, promotion of small and medium-sized enterprises, information technology applications and human capital. The contribution of tourism to employment and regional development as well as to other important EU objectives, such as sustainable development, enhancement of the natural and cultural heritage and the shaping of European identity, has been recognized by all EU Institutions on numerous occasions. Enhancing the competitiveness of the EU tourism industry plays an important role for the attainment of the EU's Growth and Jobs Strategy goals. In this context, it is crucial for the tourism sector to successfully address a number of challenges, including ageing society, growing global competition, sustainability concerns and evolving demand patterns for specific forms of tourism. The Commission has so far carried out a variety of actions related to tourism within the framework of various policies. The renewed EU tourism policy, building on past achievements and setting priorities should help the European tourism industry to face the challenges and thus create more and better jobs through the sustainable growth of tourism in Europe.

2.1 Tourism and Europe Europe is the world’s leading tourist destination. Therefore Tourism plays a key role in the development of many European regions. Sustainable tourism also ensures the preservation and enhancement of Europe's cultural and natural heritage. Cohesion Policy for 2007-13 aims at fully mobilizing tourism for sustainable regional development and job creation. The Structural and Cohesion Funds can provide essential support to improve the competitiveness and quality of tourism at regional and local levels. Infrastructure created for tourism contributes to local development, and jobs are created or maintained even in areas in industrial or rural decline, or those undergoing urban regeneration. Tourism is therefore an important tool for integrating less developed regions or giving them equal access to the fruits of growth. Between 2007 and 2013, directly targeted EU support for tourism under Cohesion policy amounting to more than EUR 6 billion is planned, representing 1.8% of the total budget. EUR 3.8 billion is allocated for the improvement of tourist services, EUR 1.4 billion for the protection and development of natural heritage, and EUR 1.1 billion for the promotion of natural assets. In addition, support for tourism-related infrastructure 16

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This major new departure reflects a growing awareness of three factors: the economic importance of tourism for growth and employment in the Union, the compatibility of adherence to the principle of subsidiarity with the need for Community-level action in this area not within the Community's exclusive competence and, finally, the need to introduce a degree of coherence and linkage of the three associated domains of tourism, consumer affairs and natural and cultural heritage. This approach is justified by the very multidisciplinary and transversal nature of tourism and its interconnection with various sectors of activity, which explains why several policies impinge on tourism. One of the keystones would be "to make the economic-ecological relationship a positive instead of a negative one the tourist industry can now start to incorporate this sustainable development approach, since there are few activities where success is so clearly dependent on the need to make different policies converge in order to overcome the complexity of the tourist industry, which is a combination of an economic activity most often depending on a private set of rules and reliant on the availability of public goods (landscapes, cultural heritage, leisure facilities, transport infrastructure etc.). The economic dynamics of the sector, tourist-satisfaction and preservation of our natural and cultural heritage cannot be separated. There are

2.2 Statistical data and attitudes for tourism in Europe: Eurobarometer Tourism and its multifaceted economy, almost permanently coming up, became a key sector of the EU economy6: it generates more than 5% of the EU GDP, with 1,8 million enterprises, 5,2% total employment in terms of jobs directly linked to tourism products and activities, 9,7 million persons are estimated to work in the tourist industry. Taking into considerations the direct, indirect and driven effects of tourism economy, its contribution overcomes 10% GDP and 12% employment. Lisbon Treaty recognizes the importance of tourism: in an article of the Treaty we read that “European Union will support the action of the member states in tourist sector, especially by promoting the competitiveness of the European enterprises operating in this sector”. Other documents of the EU draw the attention of the National and Local Governments to the contribution of tourism to the “sustainable development”, since 1995, with the Green Paper on Tourism, where EU confirmed without any hesitation: “Tourism is an important area for implementing Sustainable Development”7. 6

Agenda for a sustainable and competitive European tourism, Communication from the Commission, COM(2007) 621 final, Brussels, 19.10.2007 7 Green Book on Tourism, Title III (1995).

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many examples to illustrate the fact that an environment which has been spoiled whether because of the quality of the water or of the countryside, for example - is less attractive to tourists. On the other hand, when the natural and cultural heritage has been preserved intact and is well presented, this gives a considerable advantage, which is always emphasized in tourist advertising. The "Sustainable tourism" focuses on the following main objectives8: - Raising awareness of the contribution of different cultures to a common European identity, through the understanding of Europe's history and integration process and common values on the basis of its tangible, intangible and natural heritage - Promoting the role of cultural tourism as a factor for sustainable economic development, European citizenship and intercultural dialog - Promoting sustainable and responsible tourism within the EU and neighboring countries - Reinforcing the image and profile of Europe as a high-quality destination among European and third-country citizens - Strengthening the capacity of tourism operators and small enterprises in remote and less known destinations to reach out to new publics, facilitating the exchange 8

-

of experiences and their networking and clustering efforts Stimulating competitiveness and innovation of the tourism industry in the European Union.

Tourism is an activity that can have a truly major impact on sustainable development. In part, this has to do with its sheer size. Europe is no. 1 tourist destination in the world and has an impressive density and diversity of attractions. Tourism is a global phenomenon shaped locally. Sustainability of European tourism calls for pro-active co-operation among tourism enterprises, tourist destinations and national, regional and local authorities in order to address a wide range of challenges whilst at the same time remaining competitive. Following previous Communications on its tourism policy, the European Commission has adopted, in October 2007, its Agenda for a sustainable and competitive European tourism9.

9

Agenda for a sustainable and competitive European tourism, Communication from the Commission, COM(2007) 621 final, Brussels, 19.10.2007 (source: http://ec.europa.eu/enterprise/sectors/tourism/docum ents/communications/commission-communication2007/index_en.htm )

Green Book on Tourism, Title III (1995).

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Tab. 5 - Data on the Travel & Tourism Industry of EU

This agenda builds on the report of the Tourism Sustainability Group, which includes experts from industry associations, destinations and civil society, as well as on

the results of a public consultation‌By this agenda, the European Commission builds the framework for the implementation of supportive European policies and actions in 19

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the tourism domain and in all other policy areas which exert an impact on tourism and on its sustainability, following a step-by-step approach and providing tourism stakeholders with added value at European level. Moreover, Tourism requires a clear compliance with the principle of subsidiarity, through the involvement of the Local Authorities and all the players of the local development: Municipalities are invited to be “proactive actors”. The titles of other documents of the EU represent an Action Plan for the tourism: “Working together for the future of European tourism”.10 “Basic Orientations for the sustainability of European tourism”11, “A renewed tourism EU policy: toward a stronger partnership for European Tourism”12

traveler out of four. They are the so called “etho-tourist”: for them, the travel is “experience”, discovery, research of the sense of the places, out of the mass tourism.

Tab. 6 - European Union. Known destinations vs emerging destinations (Fonte: Eurobarometer. Autumn 2009

% Traditional and already known destination

74%

Not traditional and emerging destination

24%

No answer

3%

total

100%

2.3 Emerging Destinations The analysis of the “trends” shows that there are an increasing interest and motivation for the “non traditional and emerging destinations: Eurobarometer13 research found that this target group of travelers counts one 10

European Commission, Working together for the future of European Tourism, Communication, (COM(2001) 665 final of 13.11.2001 11 European Commission, Basic Orientations for the sustainability of European tourism, (COM(2003) 716 final of 21.11.2003 12 European Commission, A renewed tourism EU policy: toward a stronger partnership for European Tourism, (COM(2006) 134 final of 17.03.2006. 13 Source: Eurobarometer. Autumn 2009.

2.4 Statistical data and attitudes for tourism in Europe: Euromonitor 20

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adopted, in October 2007, its Agenda for a sustainable and competitive European Tab. 7 - Overview of Europe. Key Performance Indicators 2010-2012 (Source: Euromonitor International & International Monetary Fund)

tourism. Moreover, WTTC (World Tourism & Travel Council) proposes two basic measures to achieve an effective policy for sustainability in tourism: • Tourism Sustainability and cooperation networks As a result of the Tourism and Employment process held in 2000 and following Communication (2001) 665 "Working together for the future of European tourism", the Commission promotes the creation of many co-operative networks, in order to disseminate best practices and provide inputs to the process for the sustainability of European tourism at largest scale. In this networking process, the most number of social and economic players must be involved: enterprises, local authorities, associations, NGOs, experts, Study canters, Universities and School, movements etc.

2.5 First priority: promoting tourism sustainability and competitiveness Tourism is an activity that can have a truly major impact on sustainable development. In part, this has to do with its sheer size. Europe is no.1 tourist destination in the world and has an impressive density and diversity of attractions. Tourism is a global phenomenon shaped locally. Sustainability of European tourism calls for pro-active co-operation among tourism enterprises, tourist destinations and national, regional and local authorities in order to address a wide range of challenges whilst at the same time remaining competitive. Following previous Communications on its tourism policy, the European Commission has 21

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The value chains of the tourism requires an integrated approach to the diverse components of the tourist offer (gastronomy, accommodation, transports, travel agencies & tour operators, natural resources, cultural heritage, services, competencies of the professionals, media and web‌). The customer satisfaction analysis and monitoring of the attitudes and expectations of the tourists must be regularly set up, to favor the continual improvement. A study on the Competitiveness of the EU tourism industry must be made at local, regional, national and European level. Moreover, European Commission facilitates also the integration of the European tourism industry in the enlarged Community and in the country near the borders, like Moldova. It reveals that Europe is a very stable tourist destination compared to other large regions in the world. The enlargement process contributed to this by inducing international arrivals not only to the new Member States, but also between old and new Member States and between all the 27 member states and the near countries in Europe. The still existing gaps in income and the differences in travel habits open a tremendous number of business opportunities and offer incentives to improve competitiveness. Tourism can be a great lever for the rapid start up of the poorest economy, by exploiting their attractions (cultural and natural), through activities labor intensive. • Innovation in tourism: how to create a tourism learning area

European Commission encourages the implementation of learning areas, which is a concept of multi-stakeholder problemsolving. This approach aims at improving public and private partnerships, SMEs performance and human potential in the tourism sector at the destination level14. The main target groups are government departments, business associations and social partners that deal with tourism, education, employment, environment and information technology, in order to facilitate vertical and horizontal information exchange between tourism learning areas. Our Project aims at this capacity building at local level in the network and partnership between European Union and the rest of Europe. This increased interaction supports a strategic approach for creating the conditions and providing the basis for sustainable, high-quality tourism and competitive European tourism businesses. To meet this need, the Commission proposed to provide the initial stimulation necessary for networks and partnerships that would make it possible to co-operate at European level and networking services. By creating a network, increased interaction between the tourism stakeholders and destinations and partnerships between the 14

It is one of the specific actions to promote the economic and social stability of European tourism, foreseen in the Commission communication "A Renewed EU Tourism Policy: Towards a Stronger Partnership for European Tourism" of 2006

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rural and urban areas by improving business competitiveness, meeting social needs and preserving the cultural and natural environment. If tourist destinations are to be successful in all these areas, they must take a global approach that focuses on tourist satisfaction and is based on the principles of sustainable development set out in the publication on integrated quality 15 management (IQM) , published by the European Commission.

various players (destinations/regions; economic and social stakeholders in private and public spheres and associations) will help strengthen the image of Europe as a tourist destination. • Using natural and cultural heritage for the development of sustainable tourism in non-traditional tourism destinations Another European Commission purpose looks at the opportunities and challenges of developing tourism based on natural and cultural heritage in non-traditional tourist destinations in Europe. As such, it concerns primarily leisure rather than business tourism and focuses on rural areas rather than on urban or already popular coastal or mountain resorts. Our aim is setting up a benchmarking programme about the best practices concerning the adoption of sustainability patterns of behaviors and their adapted transferability in all the European partners: our partnership shall investigate and move towards the proposition of a new pattern of behavior and destination management, particularly with respect to the areas in which sustainability is most applicable. The Province of Venice will transfer both the reached objectives in the quality of the services provided and the best practices in the management of tourist destinations to the partners. In consideration of laws and regulations, the Province has developed in the last decades some ground rules in the environmental field, i.e. the sustainable development, to ensure an Integrated Quality Management (IQM) for destinations. Quality tourism can contribute to the sustainable development of coastal,

2.6 Three main actions • Capacity Building Building abilities, relationships and values that will enable organizations, groups and individuals to improve their performance and achieve their development objectives. It includes strengthening the processes, systems and rules that influence collective and individual behavior and performance in all development endeavors. And it means enhancing people’s technical ability and willingness to play new developmental roles and adapt to new demands and situations16. 15

European Commission- Enterprise DirectorateGeneral/Tourism Unit (2000), Towards quality urban tourism-Integrated quality management (IQM) of urban tourist destinations. Brussels; Towards quality coastal tourism: Integrated Quality Management (IQM) for coastal destinations; Towards quality rural tourism: Integrated Quality Management (IQM) for rural destinations. 16

UNEP (2002), Capacity Building for Sustainable Development: An Overview of UNEP Environmental Capacity Development Activities, United Nations Environment Programme.

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Capacity building has been promoted in our CIUDAD project in many forms of training (meetings, debates, seminars, workshops and action learning) with the local stakeholders and decision makers. • Benchmarking Structured process of learning from others — internally or externally — who are leaders in a field or with whom legitimate comparisons can be made. CIUDAD is basically a Project of benchmarking, between a tourism leader destination, Province of Venice (with 33 mln of overnights per year) and its proved experiences in “ecological and sustainable tourism”, and two emerging tourist destinations, with weak positioning in the ranking of tourist flows. This dialogue and the exchanges on the best practices thereby, have been rich of suggestions and proposals. • Networking To achieve more effectiveness in our Project and implement more easily the “expected results” of the Tourism Plan purposed, a certain number of Memorandum of Understanding will be adopted by the CIUDAD Partners, to enlarge until a broader extension a permanent and steady networking process and co-operative programmes with many referents in Italy and Europe. The MoU will be presented in the next paragraphs, together with the network

established with a qualified Group of Travel Agencies and Tour Operators.

2.7 European Union Guidelines for European Neighborhood Policy Fig. 1 - Members countries of EU (blue), candidates (azure) and ENP countries (green).

According to the opinion of Nelly Babayan17, “Countries included in the European Neighborhood Policy, like Moldova, are unlikely to join the EU any time soon. Still, according to different rankings, their performance is not so different from that of current candidate countries Croatia and the 17

Nelli Babayan is a PhD Candidate at the School of International Studies, University of Trento (Italy) and co-editor of Interdisciplinary Political Studies. The considerations of this paragraph are retrieved from the website of the Osservatorio Balcani e Caucaso of Trento (http://www.balcanicaucaso.org/eng/aree/Moldavia/A micizia-o-vicinato-Il-Caucaso-la-Moldavia-e-leaspirazioni-europee-99654 )

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former Yugoslav Republic of Macedonia (FYROM)18 at the time those countries were granted candidate status (2004-2005)”. Nevertheless, the EU has decided to create a “ring” of Friends, from Ukraine to Morocco with its Initiatives ENP (European Neighborhood Policy) and EaP (Eastern Partnership). Our CIUDAD Project is part of this strategy, within the framework of the co-operation for the sustainable development. Freedom House19 ranks Moldova as 'partly free'. In the period of 2004-2010, Moldova kept a stable 'partly free' ranking, while Ukraine has improved its ranking, moving from 'partly free' to 'free' from 2006 onwards. Other democratic indices such as the Bertelsmann Transformation Index and Polity IV give similar scores to these countries, with Ukraine and Moldova being the frontrunners. After the break-up of the Soviet Union, postcommunist and post-Soviet states rapidly distanced themselves from the planned economy model and opened their markets to intensive trade with the West, proving that

economic reforms were easier to implement and follow than democratic ones. After the Orange Revolution, Ukraine has become the ENP favorite of the EU, receiving more funds and technical development assistance. Though, not showing similar democratic progress to Moldova, due to its kinship with the EU member, Romania, also claims its place within both cultural and political Europe. Inclusion of these countries into the ENP marked a step forward in their relations with the EU, but at the same time disappointed them because it shut the door to EU membership opportunities for them in the near future. The disappointment was especially strong for those who openly included EU integration in their foreign policies. However, how justified are these claims for membership opportunity? Although the five post-Soviet countries are behind the current candidates on the democratic front, some of them are either at the same level or, indeed, ahead in terms of their economy. Taking into consideration the EU’s enlargement reluctance and low probability of any fast-track accessions, the ENP countries need to show substantial progress in both political and economic criteria to somehow increase their chances. At the same time, the EU needs to more clearly define its enlargement criteria and borders in order to avoid rhetorically binding itself to

18

Former Yugoslav Republic of Macedonia. Freedom House is an international nongovernmental organization (NGO) based in Washington DC, that conducts research and advocacy on democracy, political freedom and human rights. It publishes an annual report assessing the degree of perceived democratic freedoms in each country, which is used in political science research.

19

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membership promises and accusations of double standards.

Partners in the effort, namely Airbus, Bombardier, Etihad Airways, Gulf Air, Hertz, Jet Airways, Jumeirah, Rolls-Royce, Silversea, SWISS, and Visa. The TTCI aims at measuring the factors and policies that make it attractive to develop the T&T sector in different countries. It is based on three broad categories of variables that facilitate or drive T&T competitiveness. These categories are summarized into the three subindexes of the Index: (1) the T&T regulatory framework subindex; (2) the T&T business environment and infrastructure subindex; and (3) the T&T human, cultural, and natural resources subindex. The first subindex captures those elements that are policy related and generally under the purview of the government; the second subindex captures elements of the business environment and the “hard” infrastructure of each economy; and the third subindex captures the “softer” human, cultural, and natural elements of each country’s resource endowments (mostly “immaterial and intangible”). Each of these three subindexes is composed in turn by a number of pillars of T&T competitiveness, of which there are 14 in all. These are: 1. Policy rules and regulations 2. Environmental sustainability 3. Safety and security 4. Health and hygiene 5. Prioritization of Travel & Tourism

2.8Tourism & Travel Competitiveness Index20 Although developing the T&T sector provides many benefits, numerous obstacles at the national level continue to hinder its development. The Travel & Tourism Competitiveness Index (TTCI) aims to measure the many different regulatory and business related issues that have been identified as levers for improving T&T competitiveness in countries around the world. Through detailed analysis of each pillar and subpillar of the Index, businesses and governments can address their particular challenges to the sector’s growth. The TTCI has been developed within the context of the World Economic Forum’s Industry Partnership Programme for the Aviation, Travel & Tourism sector. The Index was developed in close collaboration with our Strategic Design Partner Booz & Company and Data Partners Deloitte, the International Air Transport Association (IATA), the International Union for Conservation of Nature (IUCN), the World Tourism Organization (UNWTO), and the World Travel & Tourism Council (WTTC). Important feedback has been received from a number of key companies that are Industry 20

World Economic Forum 2011

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6. Air transport infrastructure 7. Ground transport infrastructure 8. Tourism infrastructure 9. ICT infrastructure 10. Price competitiveness in the T&T industry 11. Human resources 12. Affinity for Travel & Tourism 13. Natural resources 14. Cultural resources

and T&T institutions and experts (for example, IATA, IUCN, the UNWTO, WTTC, UNCTAD, and UNESCO). The Survey is carried out among CEOs and top business leaders in all economies covered by our research; these are the people making the investment decisions in their respective economies. The Survey provides unique data on many qualitative institutional and business environment issues, as well as specific issues related to the T&T industry and the quality of the natural environment.

Each of the pillars is, in turn, made up of a number of individual variables. The dataset includes both “Survey data from the World Economic Forum’s annual Executive Opinion Survey”, and quantitative data from publicly available sources, international organizations,

Tab. 8 - Indicators of the Travel & Tourism Competitiveness Index

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Tab. 9 - Travel & Tourism competitiveness Index 2011 of all the nations (Source: World Economic Forum)

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Tab. 10 - Travel & Tourism competitiveness Index 2011 of European countries

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Tab. 11 - Travel & Tourism competitiveness Index 2011 and 2009 comparison (Source: World Economic Forum 2011)

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2.9 The positioning of the “brands” 21

country brands of 110 countries, just to evaluate the “global reputation and visibility”

It could be interesting to know the ranks

Tab. 12 - Full Index of FutureBrand 2010

of Moldova and better appreciate all the efforts that EU, through the ENP policy, is going to do (inclusive of CIUDAD Project) for enhancing their rank in perception of travelers and visitors all over the world. Sadly, Moldova is not present within this list: nevertheless, some countries have demonstrated to be able to become

21

Source: FutureBrand, 2010 Country Brand Index .Executive Summary, www.futurebrand.com. In this website, we can know that “the Country Brand Index is an annual study that examines and ranks country brands, based on FutureBrand’s proprietary research methodology. The sixth edition of CBI incorporates a global quantitative research study with 3,400 international business and leisure travellers from 13 countries on all five continents, qualified by in-depth expert focus groups that took place in 14 major metropolitan areas around the world. The overall country brand score is calculated using FutureBrand’s

Hierarchical Decision Model (HDM), which measures overall country brand performance”.

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“emerging destinations” in the last decade: this fact encourages to do our best for coming up.

2.10 Tourism Competitiveness Moldova

&

Travel of Index 22

The positioning of Moldova, according to the TTCI above mentioned, is placed in the lower rank. The motivation of this evaluation is clearly legible in the tables: Moldova is placed at the rank 99, with a regression of 6 positions in relation with 2009. UNTWO, some years ago, published a rating on the “emerging tourist destinations“23: Moldova is not yet included in the areas with an increasing tourist flow. Only a “territorial pact of common marketing with Romania could impulse the promotional strategies”. Nevertheless the modest performance of tourism in Moldova can be improved, with “very specific target groups”: e.g. the “wine roads” and the forms of horse trekking or similar forms of “niche” tourism. This weak positioning in the competitive system of Travel & Tourism System is clearly explained within next part, concerning all the indicators of Moldova.

22 23

World Economic Forum 2011 UNTWO (2005)

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PART 2

An overview around the Republic of Moldova: scenario, statistic data, trends, evolutions 1. The Moldovan tourism scenario: trends and vision of tourism The Act also established a Tourism Advisory Council and (an advisory body as the name implies) to promote and develop tourism issues; its membership includes representatives from tourism industry operators and civil society. It also established a Regulation Advisory Council for Tourism whose nominal composition is approved by the Ministry of Culture and Tourism. The National Tourism Agency's mission is to develop and implement legislative and regulatory framework, strategies and state policies in the field of tourism development and promotion of domestic tourism in the country as a tourist destination abroad, protecting the rights of subjects of legal relations in tourism, as well as ensuring the provision international standards for tourist services.

1.1 Foreword Tourism was not very important when Moldova was part of the USSR; neither was it in the turbulent decade or so following independence. From the initial briefings, it would seem as if its development remains a contentious issue with not everyone in government convinced on its strength in attracting tourist numbers in any meaningful way. Nevertheless, change occurred in 2007 with the establishment of the National Tourism Agency with wide responsibilities for implementing tourism policies of the Ministry of Culture and Tourism - its sponsoring body. In the enabling legislation (law no. 352-XVI of 24.11.2006 - gazetted in Feb 2007) specifically recognized the value of tourism in declaring that ‘the state supports tourism as one of the priority areas of national economy through economic mechanisms and actions for the development and protection of heritage tourism by creating conditions for sustainable tourism development.’24

development. Later, in 2003, a Regulation for the Tourism Development Department was approved ( Resolution N.318/17.03.2003), in 2005 with Resolution N.1031/04.10.1032, a Regulation for the Ministry of Culture and Tourism was approved and Tourism Development Department was subordinated to it. In 2009 the Resolution N.851 approved the Regulation concerning the National Tourism Agency.

24

There are some previous steps about the positive attitude of the Moldovan Goverment towards the “sustainable tourism”, e.g. : in 2001, UNPD Moldova set up a first large programme for sustainable tourism

34 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


offers the chance to choose a preferred routes, so tourists can visit at will, cities underground cellars, wine cellars, primary processors of wine, champagne production, divine, balsam etc.. Wine factories, overall, making part from the tourist route “The Wine Road in Moldova” present a substantial reason to visit the country. They are means to promote the best tourism product. Moldova's main attraction is the wine cellars from Cricova Cojusna and Milestii Mici. The tourism development in Republic of Moldova is based on a row of legal acts that include: The Constitution of the Republic of Moldova, the Law on the organization and performance of tourism in Moldova no. 352XVI from 24.11.2006, the international treaties to which the Republic of Moldova is part, the government decisions and other decisions governing relations related to the tourism sphere. Moldova is likely to become an attractive tourist destination, required in this regard to improve the regulatory framework, service quality, expansion of international cooperation and attract foreign investments. - MOLDOVA25: the clusters of indicators are 3 (T&T Regulatory Framework, T&T Business Environment and Infrastructures, T&T Human, Cultural and Natural Resources). Moldova suffers a

2.2 Tourism in Republic of Moldova The Republic of Moldova, as a tourist destination, has a great potential for its visitors. The tourism product of the country is a complex ensemble of environment, both natural and created by people (culture, activities, services). Thus, in Moldova, in terms of development and tourism promotion the following branches could be listed: cultural tourism, industrial, rural, environmental, religious tourism, wine tourism, special interest tourism and health and beauty tourism. The main attractive points of interest in the country are represented by: parks, museums, monuments, mansions, wineries, monasteries and churches. In Republic of Moldova, since 2007 year, there is a trend of increasing flow of visitors. Moldova is an easily accessible tourist destination for all countries that are target markets for national tourism. The access in our country is facilitated by the large number of crossing point of the state border, both in Ukraine, as well as with Romania, and also the international rail links. A particular importance in the economic development of the country is to attract foreign investments. Among the advantages offered by our country can be listed: favorable geographical location, the relationship between wage levels and workforce training, possible financing from international financial institutions, the existence of free economic zones. As a wine-making country, Moldova

25

World Economic Forum with the cooperation of: Academy of Economic Studies of Moldova (Grigore Belostecinic, Rector) and Centre for Economic Research (Corneliu Gutu, Director).

35 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


great lack in the second cluster (especially in the sector of transport infrastructures) and is quite weak in the third cluster in the tourist potential of cultural and natural resources. Nevertheless, we must consider the good evaluation of its Regulatory Framework, especially “safety & security” and “Health & Hygiene”, which are a good base for an attracting people in travel & tourism. Moreover, the third cluster shows good performance in the Quality of human capital education and labor competencies, and in “Affinity for Travel & Tourism”. These positive factors, joined with the factor “price”, particularly convenient, could (and

should) favor, if well driven and managed, an improvement of the performance. A note for the relation between “Arrivals” and “Receipts”: in the period 1995-2008 the increase of the receipts has compensated the decrease of the arrivals. This means that the economic and financial contribution of the tourist flows to the national GDP was quite good, in spite of the lower arrivals. This is a sign of the improvement of the relation “quality/price”: in fact, if the arrivals are not so great, but the incomes are good, T&T competitiveness can play a certain role in the local development.

36 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


37 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


38 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Tab. 14 - Ranking of Moldova and Italy (Source: World Economic Forum 2011)

Rank 2011

Score 2011

Moldova

99

3,60

93

3,64

-6

-0,04

Italy

27

4,87

28

4,78

+1

+0,09

Country/Economy

Rank Score 2009 2009

Rank Score change change

Tab. 13 - Ranking of the nearest competitors (Source: World Economic Forum 2011)

Rank 2011

Score 2011

Moldova

99

3,60

93

3,64

-6

-0,04

Italy

27

4,87

28

4,78

+1

+0,09

Turkey

50

4,87

56

4,20

-6

+0,67

Romania

63

4,17

66

4,04

+3

+0,13

Russian Federation

59

4,23

59

4,14

0

+0,07

Ukraine

85

3,83

77

3,84

-8

-0,01

Bulgaria

48

4,39

50

4,30

+2

+0,09

Kazakhstan

93

3,70

92

3,65

+1

+0,05

Country/Economy

Rank Score 2009 2009

Rank Score change change

Europe. Their Country Reports are very precise and dependable: they provide market trend and market growth analysis of the Travel and Tourism industry in all the countries. With its market report, you’ll be able to explore in detail the changing shape and potential of the tourist sector in Moldova and allows our National and Local Team of Ungheni to plan and build strategy on real data and projections.

2.3 Outlook of the Euromonitor Observatory26: Travel and Tourism in Moldova Euromonitor is one of the most important and qualified Market Research Centres in 26

Source: http://www.euromonitor.com/travel-andtourism-in-moldova/report. Full Euromonitor Report on Moldova Price is: 1.425€. This summary presentation is retrieved from the website of Euromonitor.

39 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Our market research reports answer questions such as: • What is the market size of Travel and Tourism in? • What are the major brands in? Why buy this report? • Gain competitive intelligence about market leaders • Track key industry trends, opportunities and threats • Inform your marketing, brand, strategy and market development, sales and supply functions Nevertheless, we can exploit the “summary of the Report according to the main elements of the scenario concerning the Moldovan Tourism as a whole”. We think that our Plan can take many basic suggestions and orientations from this short executive summary. The global economic recession had a noticeable impact on travel and tourism in Moldova during 2009. First, the financial crisis which occurred in 2008 was the reason for the contraction in the number of inbound tourists in the country. Moreover, the crisis affected the disposable incomes of consumers, which in turn impacted upon family budgets. Travel agents were therefore forced to provide less expensive travel and tourism products in order to maintain their competitiveness. During 2009, the economy of Moldova experienced sharp declines in construction, light industry, agriculture and retail. The major trade partners of Moldova

Ungheni, as tourist destination, cannot be considered out of the general condition and positioning of the country: all the strengths and weaknesses of the country, already presented by the World Economic Forum here above, affect also the condition and positioning of Ungheni and its surrounding areas. Therefore, we offer here a second national scenario to support our Plan on solid basis of data. The Travel and Tourism market research report on Moldova is available for sale and includes: • Analysis of key supply-side and demand trends • Detailed segmentation • Historic volumes and values, company and brand market shares • Five year forecasts (of market share, market trends, market growth) • Robust and transparent market research methodology, conducted in-country 40

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


have experienced deep economic recession as well, which was reflected in the contraction in exports and outbound shipments. Challenges for the tourism industry in Moldova Travel and tourism in Moldova is underdeveloped. The quality of the infrastructure and services is low. The country’s roads are in a poor state and need improvement. In addition, the prices for tourism services in Moldova are too high, and as a result they are not competitive when compared with those of Romania, Turkey and Bulgaria. However, Moldova has the potential for growth in travel and tourism, especially as a transit country for Eastern European travelers. The government needs to support travel and tourism and provide incentives for the development of a more favorable business environment and agreeable conditions for foreign investors. Wine tourism prospects Moldova is home to ancient winemaking traditions. During the review period the winemaking industry saw stable growth of 10% per annum. At present there are some 50 wine tasting halls situated within the wineries in and around Moldova’s capital, Chisinau. The majority of these wineries are located in suburban areas and in small towns. The national carrier Air Moldova offers wine tours to its passengers on the Moscow-Chisinau route. Moldovan Government officials

organize annual wine festivals to promote travel and tourism and the winemaking traditions of Moldova. Improvement of tourism image Moldova needs to improve its image and boost its attractiveness as a travel and tourism destination. Some of the negative factors for the development of travel and tourism include poor infrastructure and outdated travel accommodation outlets, lack of information regarding what the country has to offer to inbound tourists and the high prices of travel packages. One of the challenges for the promotion of travel and tourism is the lack of low cost flights to Moldova. Moreover, hotels also charge relatively high prices even though the quality of service on offer remains low. Substantial investments in Moldova As of September 2009, the European Bank of Reconstruction and Development (EBRD) had a total of 56 projects running in Moldova, with the total value of these projects coming to EUR551 million. In 2008, EBRD supported and financed the construction of the first shopping mall in Moldova, Mall Dova. As a result of the global economic recession and the drop in lending, EBRD has allocated EUR20 million to Moldova-Agroindbank, a commercial finance bank, for its lending activity in support of small to medium-sized businesses. In addition to this, investment projects have been undertaken in the reconstruction of Chisinau International Airport. The EBRD has lent EUR26 million 41

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


developed to let foreign tourists have access to these tourism attractions also. Main Category Data

towards this project and the European Investment Bank has provided an additional EUR20 million. This investment represents the continuation of funding in response to the successful repayment of the first EBRD loan granted to Moldova in 1998 and is intended to further improve the airport’s terminal as well as increase the competitiveness of the air transportation in Moldova. Trends Moldova is officially the poorest country in Europe. The national economy is partially dependent on the overseas remittances of those Moldovans who work abroad and send money back to their families. Low levels of disposable income, slow national economic growth and a lack of developed infrastructure are the negative factors hindering growth in travel and tourism. There are four main types of tourism in Moldova: agro-tourism, eco-tourism, wine tourism and religious pilgrimage. Prospects The development of travel and tourism in Moldova will require more investment in infrastructure, as well as promotion and marketing to improve the image of Moldova as a viable travel and tourism destination. The present state of the infrastructure as well as the poor living conditions of local people significantly inhibits growth in tourism flows inbound. For example, Moldova’s monasteries are of great interest to domestic tourists, but more travel routes need to be

TRAVEL ACCOMMODATION Trends There is a lack a high quality travel accommodation facilities in both urban and rural areas of Moldova. Many travel accommodation outlets are still functioning in the same manner as they did during the Soviet era and do not meet current international standards. This situation is typical of the CIS region. Moldova requires investment to enable expansion and development in travel accommodation. This would also be a driving factor for growth for other categories of travel and tourism. Prospects The general lack of economic development and investment in Moldova is preventing rapid growth in hotels. Over the forecast period, investment is expected, with a variety of hotels featuring different operational styles and service levels expected to be constructed. This is because the category is currently underdeveloped. The construction of new hotels will subsequently lead to the development of spas and centres of health and wellness tourism as well as the expansion of business tourism services, such as the organization of conferences and events. TRANSPORTATION Trends 42

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


The development of transportation also depends on the investment climate in Moldova. The country’s roads are in a poor state, especially in rural areas, and are in need of an upgrade. Prospects Transportation infrastructure in Moldova is in need of investment, particularly roads. The high costs of air transport have a negative impact on inbound and outbound tourism in Moldova. The cost of the airfares in a typical travel package to Moldova comprises between 55% and 70% of the total cost of the travel package. Given the monopolistic nature of air transportation in Moldova, high prices for airfares will most likely persist during the forecast period.

continuously on improving customer service, as wells as provide special discounts for weekends and long-term rentals, offer budget car rental deals at airports and run special promotions in Moldova and neighboring countries. TRAVEL RETAIL Trends There were a total of 216 travel retail outlets in Moldova in 2009, a decline of 1% from 2008. The economic recession had a major negative impact on disposable incomes not only in Moldova, but also in neighboring countries. Travel retail in Moldova started to contract during 2008 and increased competition was noted in the category throughout 2008 and 2009. As a result, many small travel agencies were forced to close. Prospects Further investment in infrastructure and travel and tourism in general will be needed in order to support the development of travel and tourism in Moldova. More resources are required to restore and renovate the many places of interest in the country. Lack of infrastructure and slow economic development are the most negative factors affecting travel retail in Moldova. Moldova needs to improve its promotional activities and extend the range of services provided for inbound tourists.

CAR RENTAL Trends Car rental in Moldova exhibited reasonably dynamic growth during the review period, until the intervention of the global economic recession, which reached Moldova in the third quarter of 2008. As a result of the recession, expenditure from both domestic and inbound tourists has declined. Subsequently, competition among car rental companies has increased. Low and mid-priced services were more in demand during 2009. Prospects Car rental companies in Moldova generally co-operate with leading hotels, airlines and travel retail operators in order to market their services. The high level of competition in car rental in Moldova forces players to work 43

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Moldova integrated in international tourism routes involving Romania and/or Ukraine28”. The Hospitality Review29, two Romanian experts (Daniela Tatiana Corodeanu Agheorghiesei and Valentin Niţă, professors in the Faculty of Economics and Business Administration, “Alexandru Ioan Cuza” University of Iaşi) unify and associate international tourism flows towards Romania with visitors to Moldova:

2. Travel and Tourism in Moldova: Outlook of the Expert Grup of the Centru Analitic Independent27 According to the outlook of the Centru, “Tourism sector has also suffered to some extent because of the financial crisis, but the situation is a bit more nuanced. Financial crisis reflected first of all in declining demand for hotel services in Chisinau, which were not able to adapt their price-schedules to new financial constraints. At the same time, the number of incoming tourists has grown in annual terms (+28%) even though this is not enough to make a credible reversal of the negative trend that started in 2007 (Chart 14). Another interesting remark is that during these difficult financial times the number of internal tourists (Moldovans going to Moldovan destinations) has continued its decreasing trend (about 25%) while that of outgoing tourists has increased (+28%)!“. These data “clearly show that Moldova is not attractive as tourist destination even for its own citizens not to talk about the foreigners. Plans of the Government and of some of the sector operators about developing tourist routes to Moldova should be reviewed and correlated with the economic reality. The only way to go to make use of the (rather low) domestic tourist potential is to get

28

Our Market Research on the Tour Operators attitude towards Moldovan Destinations, confirms that the better partnership should be Romania. The Hospitality Review, issue 2008, two Romanian experts combine the data of tourist flows 29 Issue 2008.

27

Source: http://www.expertgrup.org/library_upld/d220.pdf. Ana Popa, coordinator,Valeriu Prohnitchi, coordinato,Alex Oprunenco,Adrian Lupusor,Victoria Vasilescu, Moldova Ecnomic Growht Analysis (MEGA), Issue no.2 Fall 2009.

44 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Tab. 15 - International tourism flows: Romania 2005–07 (Source: Institutul National de Statistica 2008) Year

2005

2006

2007

Arrivals of foreign visitors

5,839

6,037

7,722

Departures of Romanian visitors abroad

7,140

8,906

10,980

Visitors to Moldova

1435

1490

1110

The point of view of these two Professors of Economy should be taken into account: their “vision” is interesting, for an integration of the tourism promotion both in Romania and in Moldova, being countries with the same history, tradition, religion and language.

As far as the tourist flows towards Moldova, Expert Grup of the Centru Analitic Independent, the evolution of the statistic data from 2006 to 2009, is shown in the Table n. 14:

Tab. 16 - - Evolution and forecast of the tourism flows in Moldova (2006-2009) in a thousand persons

45 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


As far as one of the most important factors of the competitiveness, that’s the transport services, the Report MEGA writes that they “have suffered a particularly severe recession in 2009 and the Government has declared that it will try to alleviate the situation. The problem is that the Government can little do for this sector immediately, except streamlining licensing and authorization procedures (including those for international carriers). These measures have been included

These considerations are exactly the same of the TTCI above mentioned.

3. Travel and Tourism in Moldova: Outlook of the “Hotel & Tourism Management”30 This Magazine devotes an interesting article to Moldovan Tourism: What Is Business Tourism and Why Is It Important for Moldova? Even if its analysis is concerning the “business travelers”, some considerations and

Tab. 17 - Travel & Tourism data concerning Moldova 2001-2011 about the impact on the main economic indicators Moldova

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

0,663

Travel & Tourism Direct Contribution to GDP LCU (local currency units) bn

0,338

0,429

0,547

0,621

0,721

0,855

0,649

0,463

0,602

0,653

US$ bn

0,03

0,03

0,04

0,05

0,06

0,07

0,06

0,04

0,05

0,05

0,05

2011 US$ bn

0,07

0,08

0,08

0,09

0,09

0,1

0,06

0,04

0,05

0,05

0,05

Real growth (%)

-7,3

15,3

11,2

5

6,1

4,5

-34,5

-34,9

27,2

0,8

-3,8

% share

1,7

1,8

1,9

1,9

1,9

1,9

1,2

0,7

1

0,9

0,9

1,042

1,36

1,614

1,99

2,312

2,559

2,139

1,423

1,955

2,129

2,145

0,08

0,1

0,122

0,16

0,18

0,196

0,19

0,137

0,164

0,169

0,166

2011 US$ bn

0,2

0,238

0,246

0,281

0,298

0,291

0,21

0,127

0,171

0,173

0,166

Real growth (%)

-8,7

18,8

3,3

14,1

6,2

-2,4

-27,8

-39,3

34,5

1,1

-4,4

% share

5,4

6

5,8

6,2

6,1

5,7

4

2,2

3,2

3,2

2,9

-13,5

7,5

-5,8

-5

-0,8

-4,8

-36,8

-39,1

28,7

2,6

-7,8

1,4

1,6

1,6

1,6

1,6

1,6

1

0,6

0,8

0,8

0,7

22,4

24

22,6

21,5

21,3

20,3

12,8

7,8

10

10,3

9,5

-14,8

10,6

-12,5

3,2

-0,9

-11,1

-30,5

-43,2

36,3

2,9

-8,5

Travel & Tourism Total Contribution to GDP LCU (local currency units) bn US$ bn

Travel & Tourism Direct Contribution to Employment Real growth (%) % share '000 Travel & Tourism Total Contribution to Employment Real growth (%) % share '000

4,7

5,2

5

5,3

5,3

4,9

3,4

1,9

2,8

2,7

2,5

70,9

78,5

68,6

70,8

70,1

62,3

43,3

24,5

33,5

34,4

31,5

Visitor Exports

already in economic recovery program. However, in the long run the transporters will be right to demand higher quality roads and a more transparent collection of road taxes and use of the Road Fund”.

evaluation could be very useful for our Plan.

30

Source:http://www.hostel-camp-podskalo.com/184what-is-business-tourism-and-why-is-it-important-formoldova.html

46 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


“Statistics shows that nowadays one out of four tourist trips in the world is made because of business necessity. Although business travelers constitute only 20-25 % in general tourist flow, they account for 60% of the total turnover of tourist industry. The English acronym MICE is a special term which is used in international practice of business tourism to denote the key English words characterizing the main components of business tourism industry: M – Meetings I – Incentives C – Conferences/Congress E – Exhibitions/Events That explains the fact that the number of small hotels in Moldova’s capital is increasing. Moldova does not meet the influx of travelling tourists therefore the policy in this sphere is generally aimed at business tourism. And this is the right approach. A small hotel can provide services of much higher quality than a huge hotel complex. Each client is given special attention and care”.

According to the rating of Top10Places.com, we can conclude our global survey on Moldovan Tourism, with a very interesting component of the tourist attraction, that’s the Top 10 places or elements which

“dignify” a country or a town or a tourist destination. This company provides these ten places or attractive elements also in Moldova. All the countries are evaluated under this point of view: to establish the SWOT analysis, we believe that this point of view deserves a great attention. In the case of Moldova, many attractors are placed out of the Capital Chisinau. Such an approach should be adopted for an “inventory” of all the attractors or elements with potential attraction in all the country. A complete inventory and its selection on the basis of the Integrated Packages of Tourist Offer (IPOT) creation, is an effective tools for our Plan and marketing proposal. All the attractors represent the more “dignified part of a territory”32: a good cultural attractor (monument, castle, monastery, church, etc.) or a good “natural and environmental attractor (natural park, lake, river, forest, hills, mountains etc.), or “gastronomy” attractors (typical and local produces, original fruits, production of quality wine etc.), can be a great support to the reputation of the “branding” process, for tourist marketing and promotion. Planning and improving the quality “marks” through specific and appropriate actions becomes more feasible with strong attractors, regardless to their dimension: it is not compulsory for the attractors to be

31

32

4. Top 10 Attractions/Places Moldova 31

in

Source: http://top10places.com/Top10Attractions/Moldova/159. htm

Toppan R. (2005), Quality and sustainability for an integrated management of tourist destinations, in RETUR, President Kennedy University Press (Brazil).

47 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


“great, extraordinary and already wellknown”. They must be appropriate to precise target groups, also in a “niche” dimension.

48 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Tab. 18 - Top ten attractions of Moldova Stephen The Great Monument in Moldova In 1st place is the Stephen The Great Monument. Stephen the Great Monument is a statue dedicated to the Prince of Moldova in the medieval period. Stephen was an army leader and a founder of most of the beautiful places and mansions during his reign.

Noul Neamt Monastery in Moldova In 2nd place is the Noul Neamt Monastery. Noul Neamt Monastery is located in the country of Moldova. It is situated in the district of Tighina and on the coast of the river named Nistru. It looks like a 5 level ball and is followed by the church tower and a number of sacred cells which look vibrant with the greenery of the forests and gardens that surround the monastery.

National Library Of Moldova in Moldova In 3rd place is the National Library Of Moldova. National Library of Moldova was established in the year 1832. It is located in Chisinau district in the country of Moldova. The day when it was established it had a collection of over 471 books and around 70 magazines. It was given the title “The National Library of the Republic of Moldova” in the year 1991.

Triumphal Arch in Moldova In 4th place is the Triumphal Arch. Triumphal arch was built in 1841 and is located in downtown Chisinau district of Moldova. It is a famous monument and is a popular tourist attraction of the place. It was built to celebrate the victory of a war, but is often used to celebrate a ruler.

Prut in Moldova In 5th place is the Prut. Prut River is a river and a major waterway in the south-western Ukraine. It eventually flows into the Danube River. 910 km long it drains a basin area of 27,500 sq km. It originates from near Mount Hoverlia and flows through the Carpathian Mountains, the Pokutian-Bessarabian Upland, Subcarpathia and the Moldavian Upland. Greenways for walking and trekking could be installed along the rivers and canoeing (or other types of “water’s sports” and events) could also be promoted. Morevover, in Ungheni there is one of the famous “bridges” in iron made by Eiffel.

Cahul in Moldova In 6th place is the Cahul. Cahul is a city which is located on the southern part of Moldova. It was inhabited first at the end of the 16th century. It got the name Cahul in the year 1835 which is derived from the name of the river Cahul where the Russians defeated the Turkish army in a battle in 1770.

Dniester in Moldova In 7th place is the Dniester. Dniester River is the second largest river in Ukraine. Once it used to flow only through the Ukrainian territory, but after Bessarabia was Romanized at the end of the 14th century, the Dniester River which originates from MohylivPodilskyi to its mouth marked the Ukrainian-Romanian boundary.

Chisinau in Moldova In 8th place is the Chisinau. The capital of the country of Moldova and its largest city is Chisinau. It is the centre of politics, economy, administration and culture for the country of Moldova. The name is derived and is referred to the spring which lies adjacent to Pushkin and Albisoara streets around which the city was built.

Rose Valley in Moldova In 9th place is the Rose Valley. Rose Valley is a park located in the capital city of Moldova. It also houses the remains of Slavonic sanctuary which was a beautiful sanctuary during the past.

Sky Tower in Moldova In 10th place is the Sky Tower. Sky Tower is a notable building in the capital of Moldova, Chisinau. It is an important business centre.

49 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


locality, and the opportunity to participate in their crafts in the process, the possibility for handicrafts to purchase are represented by just few activities.

5. Travel and Tourism in Moldova: Outlook of Metrolic33: One of the Information Centres interested to Moldovan Tourism is Metrolic (New York), with a Travel Guide to Moldova34: a vision of this document is quite optimist and deserves quoting it, just to encourage a more positive attitude towards tourism policy and provide another perspective to the uncertainty of the former observatories. Despite its small area, Moldova has considerable tourism potential, represented first of all, by the geomorphologic aspect of planning – an unusual variety of landscape reserves or natural landscapes and unique geological monuments of European and world value. Priority forms of tourism in the last decade in Moldova are rural tourism, wine, cultural, health and beauty. Rural tourism: Agricultural and picturesque villages can provide various services for tourists wishing to rest in the bosom of nature.

Wine Tourism: Vineyards are also an important tourist attraction of the countryside. For centuries, Moldova has having rich traditions of vine growing grapes and producing wine. Currently in the country are 142 wineries. 23 have experience and facilities in respect of receiving visitors. Here tourists can experience and learn about wine production technology, to watch the bottles being sampled to the finished product. By their capacity, many of the wines produced in the country enjoy a good reputation internationally. As a wine country, Moldova offers the chance to choose the preferred routes, so that tourists can visit at will, cellars and underground cities, wineries, wine primary processing enterprises for producing champagne, divine, conditioners and others. Wine factories, overall, making the tourist route “The Wine Road in Moldova” presents a substantial reason to visit the country. There are means to promote the best tourism product.

Accommodation in traditional, rural-style houses, the opportunity to enjoy country pursuits and activities, familiarity with folklore, entertainment and local traditions, familiarity with the crafts practiced in the

Cultural Tourism: Moldova has a rich cultural heritage, which can be of great interest to tourists. In total, there were 140 cultural heritage sites, which may be included in the tourist circuit. Specifically:

33

Metrolic can be viewed from popular touch-based smartphones like iPhoneTM, iPod touchTM, AndroidTM, PalmTM Pre/Pixi, and BlackBerry StormTM: a real web 2.0 promoter! Source: http://www.metrolic.com/travelguides-moldova 34 Written by Gabriel Popa on February 25th 2011

50 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


During these holidays, tourists can get closer to folklore, traditional costumes, songs, handicrafts, etc. There are many family traditions: weddings, parties etc. The villages have turned into real shows with many guests and gifts. They say that every guest is a friend in Moldova. Official holidays: January 1 – New Year; 7 and 8 January – Birth of Jesus Christ (Christmas); March 8 – International Women’s Day; first and second day of Easter according to the church calendar; Monday a week after Easter (Easter Memorial); 1 May – International Day of Solidarity of the working people; May 9 – Victory Day and commemoration of the fallen heroes of the independence of the Motherland; August 27 – Independence Day of Moldova; 31 August – the feast of “Our Language”; Day activities on the church in that area, declared as provided by municipal, city or village; In 2009, the 25th of December, the day of rest, but in 2010 this day has not been free and in 2011 it is expected a revision of the Constitution. A key national tourist product is the variety of cultures in various parts of the country. Republic of Moldova is an amalgam of nationalities and cultures, traditions, languages, folklore, cooking, etc. The country has over 880 folk groups, most of them reflecting the traditions of the region and their origin.

-

The earliest monuments are Geto-Dacian and Roman fortifications, - A variety of visitor attractions offers vestiges of medieval fortresses, - Archaeological complex, primarily in Orhei, - Cave monasteries, - 87 Museums, each with rich collections of art. In addition, most of them are located in buildings of great architectural importance. Museums are for a contingent of visitors, but at least 20 of them, deserve the public attention, - Nobles’ mansions and - Homes of peasants. It is worth mentioning the National Crafts – both as a cultural value and as a craft product offered for sale. In the capital there are a large number of monuments, fine examples of domestic architecture from the nineteenth and twentieth centuries, which might interest the tourists. Many traditional events are an amalgam of elements characteristic to the agricultural, pastoral, religious and civil, a mixture that in Moldova has turned into a permanent source of goodwill, warmth and hospitality. Moldova guests during the holidays can participate in a series of cultural events: concerts, Theaters, Mass parades and events of Day of Independence, “Our Language”, cities and villages, patronage. Harvest Days are marked in the towns and villages by traditional fairs.

Forest-green area located in natural reserves and protected areas is 428 500 hectares 51

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


(2005). Forests occupy an area of 12.5% percent. The average age of forests is 40 years. Secular forests that have preserved occupy small areas – 6000 ha (2% of forests). Deciduous forests predominate typical for Central Europe. Their floristic composition is quite diverse and includes over 100 species of trees and shrubs. The fauna includes 68 species of mammals (for example fox, deer, wild boar), 270 species of birds and tens of thousands of species of invertebrates. Variety

of past environmental conditions and abundance of food has contributed to a diverse wildlife in Moldova. However, due to increased land use for agriculture and due to the expansion of cities, wildlife is now much poorer. Health Tourism: Resorts in the Republic of Moldova could become a substantial spa tourism product internationally, creating around them, if an adequate infrastructure is

Fig. 2 - Moldova River (cemsblog.wordpress.com)

52 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


condition. In addition, the lack of longdistance road transport fuels difficulties. Passenger movement in the republic is mostly by scheduled buses and minibuses (about 17,000).

provided. The best premises for this purpose have: Joy-sind, Vad’s Prince, Woods, Hirjauca, Calarasi, in particular, White Lily, Cahul. Air transport: Air is one of the most preferred ways for foreign tourists visiting the country. Airlines of the Republic of Moldova, together with foreign companies, transportation services to scheduled and charter passengers provide direct links to about 20 destinations, and the transshipment – in most countries.

Shipping (river): In Moldova, the Dniester and Prut rivers are the only navigable rivers but shipping plays a small role in the transport system. On river tours are organized to Odessa, with an average ship capacity (200-400 seats) and other fast ships and boats.

Rail: The main railway junction of the Republic of Moldova is Chisinau, Bender, Ungheni, Ocnita, Basarabeasca and Balti. Through these connections, Moldovan railway routes diverse and include the following destinations: Russia (Moscow and St Petersburg), Belarus (Minsk), Ukraine (Kiev, Odessa, Nikolaev, Chernovtsy, Kherson, Ivano-Frankovsk, Krivoi Rog), Romania (Bucharest, Iasi, Brasov, ClujNapoca, Constanta), Turkey (Istanbul), Bulgaria (Sofia), Czech Republic (Prague) and Germany (Berlin). Many of these routes are daily.

Tourist attractions in Moldova: - Natural monuments: Toltrels of Prut, One hundred mounds, the cave Emil Racovita, Taul Park. Reserves: Royal Forest, Forests, Iagorlic, Lower Prut, Fag. - Museums: museum houses Alexei Mateevici, Aleksandr Pushkin, Constantine Stamati, Igor Vieru, The Museum Orhei, National Museum of Ethnography and Natural History, National Museum of Archaeology and History Museum of Popular Art, National Museum Gagauz Dumitru Cara-Ciobanu. - Monasteries and Churches: Capriana, Hincu, Rudi, Saharna, Tipova, Curchi, Beauty, Cosauti, Japca, the church of the Assumption of the Virgin Mary. - Wineries: Cricova, Little Milesti, Purcari, Cojusna. The tourism in Moldova is based mostly on Romanian tourists. Most foreign tourists

Road: Public road network in the Republic of Moldova is 12,719 km, of which 87% paved surface. Of the total, 3669 km are national roads and 6834 km are local roads, but their quality does not meet international standards. Public roads, main transport internal route, link major cities of Moldova. These, however, are in a poor general 53

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


arriving in the Republic of Moldova are coming from Romania, while according to official statistics, Romania is only the fourth in tourist preferences, in fact, fewer people came compared to last year. However, Romania remains one of the major tourist destinations for Moldova. Fig. 3 - Green Spaces In Moldova (pensiuni-moldova.com)

Conclusion: Experts say that tourism in the Republic of Moldova is underdeveloped, with only a 0.3% share in GDP, while in EU Member States share of tourism in GDP is much higher. .

54 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


THE SUSTAINABLE TOURISM PLAN FOR THE CITY OF UNGHENI PART 3

An overview of the current conditions of tourism in Ungheni City and its surrounding area: Planning for tourism growth 1. An overview of the current conditions of tourism in the community (city and surrounding areas) "evaluation of decentralized public services" which includes data derived from deep analysis of decentralized public services, the degree of population accessibility and the ability of regional offices of the State Chancellery (OTCS) to coordinate them. The country has been divided into five administrative regions. Because of political issues for only three of these the administrative structures have been established. The “Central Region” which includes the capital Chisinau and Ungheni is one of the ‘operational’ regions. This perhaps is not an optimum location for Ungheni as the Region will be dominated by the requirements of the capital.

1.1 Policies at Regional Level A strong degree of regionalization would assist local development of tourism and thereby Ungheni. At the promptings of the EU, decentralization of power and ensuring local autonomy is a stated priority of government and one of the objectives defined in the reform program ‘Rethink Moldova’. At the meeting with the Deputy Minister for Construction and Regionalization, these changes and recent developments in regionalization were outlined. A Joint Integrated Local Development Program is involved in planning decentralization strategies. It has completed several studies including evaluations of the administrative capacities of local authorities, an assessment on whether the current administrative structures is ‘fit-for-purpose’ in satisfying the local, regional and national priorities and an

1.2 Policies at Local Level While there is no tourism unit in Ungheni Urban Council or Ungheni Judetul, both administrations pursue policies in improving 55

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


the infrastructure to permit tourism developments. These include providing a modern sustainable industrial and domestic waste removal service and removing thirty kilometers of barbed wire frontier barrier along the River Prut. The CRDD (Regional Centre for Sustainable Development - Ungheni) NGO has been involved in supporting several social and economic initiatives in the border region including preparing on behalf of the Municipality proposals for tourism development under the ‘Local Agenda 21’ initiative. The Municipality has been fully supportive of the CRDD efforts. The tourism development action program drawn up by the organizers of ‘Local Agenda 21’, envisages a cooperative approach under the leadership of the Ungheni Municipality of all stakeholders involved in tourism or tourism related activities. Specific tasks outlined are: - Establish a fully funded tourism unit in the Municipality; - Establish public/private partnerships for organizing local events to be promoted at local, regional, national and international levels; - Erect local information panels and signage; - Ensure that Ungheni is included in National Tourism Agency’s tourist circuits for the Central Region; - Organize annual cultural events;

-

-

-

-

-

Organize events, conferences, seminars, etc.; Participate with private sector partners in international fairs; Erect road signs on main roads identifying tourism attractions and leading tourist routes; Establish a clearly identified tourism information office (TIO) in an optimum location; Provide facilities in public places for public information notices about tourism events; Provide links on the municipal website of local tourism providers; Cooperate with partners in sourcing external funding local initiatives; Cooperate with educational authorities and the National Service for Environmental Protection, in conserving and maintaining natural, historical and architectural attractions and facilities in the municipality; Rehabilitate the city’s Central Park through the creation of a public/private partnership which would involve not only undo the degradation of recent years, but also provide facilities for food consumption, entertainment, sport, culture and outdoor theater; Organize events again on a public/private partnership basis in the Primaria Piaza; Organize domestic and international promotion campaigns of the city aimed at the travel trade and/or individual consumers. This should be revised and

56 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

-

Having a favorable geographical situation, being a border city and „door” to Western Europe, Ungheni City has relationships with cities from the neighboring country – Romania, especially with Iasi City, that is situated at a distance of 25 km. from Ungheni on the main road Chisinau – Sculeni, through the customs point Sculeni and at a distance of 17 km on railway, through the customs point Ungheni.

adapted ideally annually by the ‘Local Group for Tourism Promotion and Development’; Stimulate and support inbound ground handling tour companies and foreign tour operators in promoting local tourism; Stimulate business tourism by the Municipality providing logistical and financial support in developing the meetings segment of tourism and promoting the destination.

1.4 Ungheni, a historic and cultural city 1.3 Geostrategic location description of the area

and

Ungheni City, for the first time, was attested documentary in the middle of XIV century (1462). The initial name of the locality was Unghiul (Angle). It was its name between 1462 and 1587. This toponym lie in the geographical aspect of the territory where the initial settlement was constituted, the river Prut is forming here, through a swerve, a perfect angle. The city didn’t have other names. The old suburbs and quarters of Ungheni City have a distinct origin and carry on the following names: • Danuteni Quarter, from a past locality with the same name, included in the city component in 1973. • Youth Quarter, recently built, in the eighties of the XX century. • Beresti Quarter, from a past locality with the same name, included in the city component in 1973. • Minzatestii-Vechi, part of the city from a past locality, included in the city component in 1973.

Ungheni City is situated on the left bank of the river Prut and was on the way of important trade roads that connected Central Europe with Black Sea. It is in the western part of the Republic of Moldova, at a distance of 107 km from Chisinau, the capital of the country and at the border with Romania. Residence of the district with the same name, Ungheni City, with a population of 36 thousands inhabitants and a surface of 16,4 sq. km / density of 1.993,9 inhabitants per sq. km. There are two fleets, tributaries of the river Prut that flow through Ungheni City: the fleet Delia, that begins its course from the chain of hills of Moldova’s center, also called Cornesti massif, runs through the city center and the fleet Bailesti, that runs in the southern part of the city. The lake Delia is situated by the city center. 57

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


over 200 archeological monuments: stations, settlements, tumuli that belong to different historical eras, from the antique till the late medieval one in the geographical space of Ungheni. The founders of the locality were native people. The settlement demography began to change beginning in the middle of XIX century, along with the railway construction, when, because of labor force need, in Ungheni started to live Jewish, Ruthenian, Russian people. According to the census of 1897, here there were living 1136 Jewish, 72 Ukrainians, 58 Russians, 17 Polish and only 456 Moldovans. The ethnic component changed along with the installment of soviet regime in 1944. According to the census of 1989 40 thousands inhabitants were living in Ungheni. More manorial families owned by turns the city land in different historical periods. In 1462, the locality was owned by Pan Bratul, the Procelnic son, boyar in the Princely Council of Alexandru cel Bun and participant in the Gryunwald battle from 1422. Other relatives of this warrior owned the settlement till 1490, their ancestries died in Ungheni over XVII century. Beginning with the rule of Vasile Lupu, the land parts were bought by his cousin, seneschal Iorga, who endowed the village part to his sisters Alexandra and Creata and they endowed it to the grandsons. The life of these ancestries ended in Ungheni at the end of XVIII century. The last dynasty that owned properties in

Ungheni-Deal, part of the city, in the past, a village with the name Delesti, so called because of its geographical position – higher, on a knob – in relation to the whole city. • Ungheni-Vale, it is the historical village that constitutes the city heart. The appellative was taken from its geographical situation, in Prut valley, in relation to the other city areas. Ungheni City is situated in the center of Old Moldova. This space is a part of the southern outrange of the middle Prut depression (valley). Initially, Ungheni was a village. Its first documentary mention is from August 20, 1462. The locality had this statute till August 1940, when the soviet people gave it the statute of city and district center. In the middle of XIX century, the owner of the settlement, Mihai Buznea, sat up, on the place of Center Quarter of Ungheni City, a fair of agricultural products, and gradually, the allogene population started living around it, especially, after the railway construction in 1871 – 1875. This part of the village was called Ungheni Fair till the seventies of the XX centuries. No archeological diggings were made on the city territory, but a surface retrospection of the city territory brought to light traces of some settlements from the period of Cucuteni, Cerneahov culture. Casually, here were discovered the reliquiae of a mammoth from a tertiary period. There are a number of 58

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


international cultural patrimony, passed by train to Odessa (Ukraine). The memory of the people died within the battles for clearing the city from the fascist occupation during the II World War is approved by a Memorial Complex. In 1994, the monument Troita Martirilor Neamului was enlightened for the memory of the natives who died in the Transnistrian conflict (1992), it is made after the model of a crucifix from II World War, found in the tomb of the Church “St. Nicolae”. The city streets, parks, buildings facades keep the memory of forerunners through the works of sculptural art that are here and they are dedicated to the classics of Romanian literature Mihai Eminescu, Ion Creanga and Gheorghe Asachi. Beginning with 2000, Ungheni City is housing Ungheni Sculpture Camp that is unrolled biennial in August – September and where the professional sculptors from the country and abroad participate and their works are placed outdoor along the main streets. Along the years, Ungheni City is an important administrative, economic and cultural center with a strong potential for tourism development and, especially, cultural tourism. Many historical and cultural events took place here, even the city gave birth to many personalities of mark, their activity is a part of international cultural patrimony. Ungheni City has conditions for developing industrial tourism through the existence in the territory of industrial enterprises unique

Ungheni were the Moldavian boyars Buznea. Mihai, the last descendent of this family, a lover of Romanian history and culture, died in bankrupt in 1914. The most important boyar families that lived temporary in Ungheni were of Paul Gore and Petre Cazacu. The first endowed to the local community a nice park with different tree species that later on was destroyed. It is important to mention that the beautiful Church “St. Nicolae” was founded by the Prince Constantin Moruzi, the cousin of the Moldavian ruler Alexandru Moruzi. In 1877, the Russian Tzar Alexandru II arrived in Ungheni and made a review of Russian gangs dislocated here and which had to participate in the Russian – Turkish war from 1877 – 1878. In honor of this event, in 1903, the famous architect Alexandru Bernardazzi built the Church Alexandru Nevski, a religious halidom that activates nowadays as well. In 1882, the prince Constantin Moruzi, native of these places, ruler of Moldova between 1877 and 1882, enlightened the Church “St. Nicolae” in Ungheni, and he was buried there in 1886. Ungheni City keeps the memory of the famous French architect Alexandre Gustave Eiffel who had built the railway bridge over Prut in 1877, connecting in this way the two bank rivers. Here, in 1885, Mihai Eminescu (1850 - 1889), Romanian poet, the value of his works is highly appreciated in the world, being part of

59 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


of the sector is working. Lessons to be learned for Ungheni from the fall in business in all main accommodation categories are that foreign visitors dominate the paid accommodation sector but that the volume is very small (the numbers would not fill one 200 room hotel) and that numbers far from rising are falling. Considering more detailed information on the sources of international visitors in the years 2004 to 2008 there was stagnation followed by a sharp fall in 2009. Of particular interest to Ungheni are the Romanian figures; bed nights in 2009 were halved from what were already small numbers in 2008. Although tourists from Moldova’s immediate neighbors (Romania and Ukraine) and Russia are the largest, the numbers are still very small. That there were only 8,796 registrations of Romanians in 2009 is extraordinary as were the figures of 7,314 for Russians and 7,115 for Ukrainians. In short, there is no large reservoir of existing international or domestic tourism in Moldova that Ungheni can tap. While it can make efforts to get a greater share of the existing rural tourism market, and develop its business to attract non-leisure visitors, it must seek to create new types of tourism appropriate to its location and assets.

in the country (Ungheni Carpet Factory, Ungheni Ceramic Factory, Ungheni Wine Factory), based on popular traditions in carpet weaving, producing ceramics and wines. In the present world economic context, when the development of a region is oriented selectively towards feasible economic branches for the characteristics of these areas, Ungheni City Hall proposes a more active involvement in tourism development and promotion through supporting some economic fields of local, national and international interest. One of Ungheni City Hall priorities is to adopt measures, as well as to identify external partners and funds for tourism sustainable development and promotion in Ungheni.

1.5 Tourism in Ungheni – the Current Situation What seems to have happened is a major change in holiday patterns for Moldovans. The fall in domestic holiday taking has been more than matched by a huge increase in visits abroad with Turkey and Bulgaria being so far the most popular destinations. Given the overwhelming popularity of these essentially beach destinations, any attempts to attract Moldovans to domestic destinations, must make use of novel concepts and attractions. A positive note is the increase in the usage of pensions (which would include rural tourism), indicative that the promotion and expansion

1.6 What’s on Ungheni

about

tourism

in

The city of Ungheni, being geographically located at the border with the European 60

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


park. This park is a pleasant, clean and safe place for all. Between August 28 and 31 in Ungheni City a string of holidays will be celebrated: The City Day, the Independence Day and the Day of the Language. The city is already dressed in holiday clothes, everything else is clean, people are willing and looking forward to holidays that knock at the door. Thanks to a project of the Government of the Republic of Moldova and also of the local administration, the infrastructure of the district of Ungheni is being considerably improved. The roads were repaired, which facilitates the access to/from Ungheni and shorten the journey. Both within and outside the city new places opened to rest and leisure.

Union, is increasingly visited more often by strangers. One of the problems faced by the foreign guests was the difficulty to find a good accommodation especially in the downtown. This problem seems disappeared with the recent opening of a hotel equipped with all facilities. The hotel “Vila Verde” is located downtown, near the City Hall Square. Currently it features 62 rooms with a capacity of 100 seats. In time other dozens of rooms will be operational. With the opening of this hotel appeared the competition between the economic agents providers of accommodation services, which will definitely improve housing conditions in the city. In the centre of Ungheni City, few months ago, there was the official opening of a modern park. The creation of this park was appreciated by all the townspeople and viewed with pleasure by foreigners who come to us. In the park the system Wi-Fi operates, which offers the possibility to spend more time outdoors. Recently in the park has been installed the bust of the famous poet Grigore Vieru. Soon a fountain will be put into operation in the centre of the

1.7 Sources of statistical data on flows Analyzing the dynamics of tourist flow movement through Ungheni territory, we notice a little increase in the last 3 years.

Tab. 19 - Passing point “Sculeni auto” (Source: Sculeni frontier guard department)

Year 2009 2010 2011

Citizens of the Republic of Moldova entering exit 273086 232669 334898 328601 370300 354065

Foreign citizens entering exit 62529 101849 120478 121353 142778 140699

61 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Tabella 21 - Passing point “Ungheni railway” (Source: Ungheni frontier guard department)

Year 2009 2010 2011

Citizens of the Republic of Moldova entering exit 24175 23794 29029 31853 37437 49129

Foreign citizens entering 14586 30830 17540

Exit 17705 28274 17169

Tabella 20 - Number of overnights (Source: statistics of these accommodation structures)

No

1.

2.

Name / type (hotel, motel, camping, pension)

Placement No. (address, accommo telephone, e-mail, dation site) Year 2011 Motel 12 O. Ungureanu 233 “Gandelux” Street tel. 30202; fax 26252; gandelux@mail.m d Hotel “Vila 5 Nationala Street 997 Verde” tel. 23399; reception@vilaverdeun.md

No. accommoda tion Year 2010 1277

No. accommodation Year 2009

-

-

937

Tabella 22 - Flow of tourists served by the tourism agencies from Ungheni 2011

No.

Agency name, address, site, Total no. of No. of No. of requests for telephone served requests for external tourism tourists inner tourism

1.

“NOVATRANSGRUP” LTD tel. 34491 novatransgrup@yahoo.com

983

35

948

2.

„Gioceza tur” LTD

795

115

680

62 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


1.8 Inventory of the tourist and hospitality facilities For tourists who want to visit Ungheni, two local tourist agencies “NOVATRANSGRUP” and “Gioceza tur” may be helpful. Now these agencies direct their activity to promotion and service for tourists who want to repose abroad. There are 2 structures known as providing accommodation services for tourists arrived in Ungheni: motel “Gandelux” and hotel “Vila Verde” – recently open, with acceptable accommodation conditions. A lot of public alimentation unities activated in Ungheni. Regrettably, at the moment, none corresponds to the high qualitative standards in complexity (inner / external design + arrangements + furniture + corpsman + service). The most known restaurants, cafes, bars from the city are listed below:

63 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Tabella 23 - List of public alimentation unities from Ungheni City No. 1 2 3

Name of the economic agent „CHAUMAX” LTD ,,ELENVAS” LTD „ARUS” LTD

4

„COLAJ” LTD

5

„SILEX” LTD

6 7

I. E. „Maria Postolachi” „GANDELUX” LTD

Restaurant Restaurant Public alimentation complex Public alimentation complex Bar Disco-bar Cafe-bar Disco-bar Restaurant

8 9

„LATIVEX” LTD I. E. „Dalma Babin”

Cafe-bar Cafe-bar

10

„ORSUS” LTD

Cafe-bar

11

„ORSUS” LTD

Cafe-bar

12

„PROCOM-AUTO” LTD

Cafe-bar

13

,,NIZOR-LUX” LTD

Restaurant

14

„IONICUM-IMPEX” LTD (4*4) ,,MAXIMCOM” LTD

Restaurant

53 Nationala Street 6 Alecsandri Street 12 O. Ungureanu Street 8 Crestiuc Street Stefan cel Mare Street 17 Bernardazzi Street 13 A Ion Creanga Street 87 Plamadeala Street 2 M. Eminescu Street 17 Decebal Street

Bar

5 Nationala Street

15

Activity type

Activity address

Tel. n.

Operational program 10.00-23.00 09.00-24.00 Non stop

12 Nationala Street 5 a Crestiuc Street 5 Nationala Street

24203 22916

19 Nationala Street

28092

Non stop

20707

Non stop

28215

08.00-02.00

27202

Non stop

95333 33355

09.00-01.00 10.00-02.00

23600

08.00-23.00

26194

08.00-24.00

27536

Non stop

28372

Non stop

29628

08.00-23.00 Non stop

1.9 Inventory of resources and potential attractors of the area Archeological repertory More historical monuments and building that may be included in tourist itineraries are situated in Ungheni City and its proximity. 64 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Place’s name

Location

Historical period Ancient era, medieval era

When it was researched 1958-1959, 19781979, 1993, 1995

Present state of the place

1.

Movila Magura

Village Ţîghira, commune Negurenii Vechi

2.

Military Fortification: „Masa lui Petru cel Mare”

Village Semeni, commune Zagarancea

Medieval era

-

In the northern part of the village Semeni, on Prut bank, there are the remnants of a military fortification, made in ground. This represents a planned surface, surrounded by a digging with a diameter of 60 meters, with a width of 27 meters and depth of 3 meters. The origin and the digging period is not clear, and this fact made possible the appearance of many interpretations from the natives, historians, and, especially, of the soviet propagandistic machine.

3.

Medieval Fair Tutora

Village Buzduganii de Jos, commune Valea Mare

Ancient era, medieval era

2008 - 2009

Tutora was an important human settlement and a pass to Prut even from the pre historical times, being discovered here important traces from the late iron period, VIIV centuries before Christ. Ford at Prut, princely Customs, attested documentary beginning with 1454, temporary princely Residence in XVI-XVII centuries, Ottoman military Base in XVII-XVIII centuries, Moldavian Medieval Town, space of numerous Turkish-Moldavian-Hun-Polish military fights, etc. There are preserved the traces of the military fortification (fortress) at the ford passing over Prut, a digging in circle, with a width of 30m and depth of 20 meters. A rich archeological material was discovered in this space.

65

The monument is relevant by the special landscape that it offers, fauna richness of the place, its geographical originality, the place being the second by its height in relation to the sea level on the Republic of Moldova territory (428 m). In historical aspect, the monument contains an ancient inhumation tumulus of migration origin and the traces of a settlement Cucuteni-Tripolie, III millennium before Christ. There are made non authorized works to build a monastery in the protection area, by the hill.

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Historical monuments and buildings with tourist potential Title 1.

Location

Opening

Railway bridge over the river Prut projected by the French engineer Gustave Eiffel, the author of the famous tower from Paris, France The monument of knez Potiomkin

Ungheni City

3.

Church Alexandru Nevski, projected by the architect Alexandru Bernardazzi

Ungheni City

1906

4.

Church St. Nicolae

Ungheni City/ Danuteni Quarter

1882

2.

Brief description

1876

Village Radenii Vechi

Engineering construction, its value consists in the celebrity of the author. It had resulted from an unpredictable situation, when the initial bridge, projected by the Russian engineer Baliţkii, was damaged by the Prut waters in 1875. Gustave Eiffel, at that time being a builder for bridges and his celebrity coming much later through the Tower in Paris, was invited for re-doing the project.

1791

The monument is exalted on the place where Grigori Potiomkin died, a Russian canopy at the court of the Queen Catherine II, in October 5, 1791. The monument represents an obelisk with a height of 13,7 m, situated on a cubical impost. Near, it is placed a stone monolith with a memorial inscription. An orthodox institution, initiated after 25 years from the victory of Russia against Turkey during the Balcanic War from 1877 – 1878. A historical monument through the historical event it is invoking, it is architectural by its original architectural style, but also, by the author’s value – a personality of mark in the architecture field at the cross of XIX – XX centuries, author of more architectural buildings, original as style, from Chisinau and Odessa. An orthodox institution, with a memorial value. Its founder, prince Constantin Moruzi, was a Greek of Fanariot origin. His family gave two rulers to the Romanian Countries, known, especially, by the role in 1812. Constantin Moruzi was the cousin Moldova’s ruler, Alexandru Moruzi. He was one of the active participants of the bourgeois revolution in Moldova, in 1848, a close relative to the ruler Alexandru Ioan Cuza. His niece, Olga, was the queen of Serbia. He had established in Danuteni in the middle of XIX century, becoming one of the best boyars in Basarabia. His son, Dimitrie, was a writer at the cross of XIX – XX centuries, author of many novels. Constantin Moruzi was buried in the tomb of his Church in Danuteni.

66 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Title

Location

Opening

Brief description

5.

Wooden Church St. Archangels Mihail and Gavriil

Village Tescureni

1779

6.

Church St. Archangels Mihail and Gavriil

Village Boghenii Vechi / Commune Boghenii Noi

1866

The church St. Archangel Mihail is a historical and cultural monument registered in the Register of monuments protected by state. The last reparation works were unrolled in 1991 – 1993, when it was in an advanced degradation. Architectural monument, registered in the Register of monuments protected by state, with the statute of national importance monument.

7.

Church Tuturor sfintilor

Village Untesti

1833

8.

Church Tuturor sfintilor

1842

9.

Church St. Dumitru

1890

Architectural monument, registered in the Register of monuments protected by state, with the statute of national importance monument.

10.

The building of the ex-primary school

Village Buciumeni/ Commune Buciumeni Village Floritoaia Veche/ Commune Floritoaia Veche Village Cetireni

1913

11.

Church St. Archangels Mihail and Gavriil

Village Busila

1828

Architectural monument, registered in the Register of monuments protected by state. It is built from red brick, now it is in a deplorable situation and needs restoration works. Evidences regarding the location from Busila date from 1828. The primary founder of the church is considered to be the boyar Busila, who built this location in 1828. The church, built small and harmoniously, has stone walls, thick of over a meter and it has a wobble form. Above the threshold, it is built the bell tower equipped with 2 big bells and one small bell, where we can find inscriptions that speak about the year of its building and the old name of the village – Stingeneni.

12

Church St. Hierarch Nicolae

Village Chirileni

1868

Architectural monument, registered in monuments protected by state, with national importance monument. Architectural monument, registered in monuments protected by state, with national importance monument.

the Register of the statute of the Register of the statute of

Architectural monument, registered in the Register of monuments protected by state

67 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Title 13

Church The Pall of Virgin Mary

14

Church St. Gheorghe Church St. Dumitru Church St. Treime

15 16

Location

Opening

Brief description

Village Condratesti/ Commune Condratesti Village Cornova

1911

Architectural monument, registered in the Register of monuments protected by state

1913

Village Costuleni

1912 1881

Architectural monument, registered in the Register of monuments protected by state Architectural monument, registered in the Register of monuments protected by state Architectural monument, registered in the Register of monuments protected by state

17

Church St. Trei Ierarhi

18

Church St. Archangels Mihail and Gavriil

Village Coseni/ Commune Negurenii Vechi Village Floresti/ Commune Sculeni Village Gherman/ Commune Sculeni

19

Church Adormirea Maicii Domnului

Village Hircesti/ Commune Hircesti

1872

20

Church Adormirea Maicii Domnului Church St. Treime Church Nasterea Maicii Domnului Church St. Archangels Mihail and Gavriil Church St. Maria

Village Petresti

1884

Village Radenii Vechi Village Sinesti

1890

Village Todiresti

1875

Village Morenii Vechi/ commune Valea Mare

1936

21 22 23

24

1809

Architectural monument, registered in the Register of monuments protected by state

1913

The church is built between 1910 and 1913 from brick, by the priest Vasile Diaconovici. Architectural monument, registered in the Register of monuments protected by state. The church has the form of a four-square ship with two turrets. The turret that is above the sanctuary is very small and blind. The inner part of the church is divided into three parts: threshold, nave and sanctuary. Architectural monument, registered in the Register of monuments protected by state. Architectural monument, registered in the Register of monuments protected by state. Architectural monument, registered in the Register of monuments protected by state. Architectural monument, registered in the Register of monuments protected by state. Architectural monument, registered in the Register of monuments protected by state.

1882

The church is built by the legionaries, who organized a labor camp in the locality, in a Bukovinyan style in 1935.

68 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


within the temporary exhibitions. In the museum they organize:  exhibitions from own funds and in collaboration with other institutions;  outdoor ethnographic exhibitions with the topic „In the householder yard”;  exhibitions dedicated to the traditional holidays as Christmas, Easter, St. Vasile, Dragobete, Martisor and others;  exhibitions dedicated to some personalities of national culture (Mihai Eminescu, Eugen Doga);  exhibitions dedicated to the national holidays, International Museum Day, Village Days. Museum of History and Ethnography from Sculeni was founded in August, 1985, in the building of the ex-primary school of the locality. The building has 6 exhibition halls. The museum exhibits were collected with the support of local community: villagers, pupils, veterans. Among the exhibits, there are hardware, agricultural instruments, wooden sculptures, furniture pieces, era photos, munitions and equipment till the II World War and ethnographic objects.

An enhanced interest for tourists arriving in Ungheni may be the history and ethnography museums from the city and neighboring localities. Museums Museum of History and Ethnography from Ungheni City is a valued research, valorization and promotion institution of the communities’ culture that are situated in the middle of Prut Valley. Here you can find in depth the region history and culture, but also generally of Romanians. The museum collection has over 10 000 pieces, 200 of them are unique. Here, each object is valued, thus the first pieces that are seen, of archeological nature, dated of over 100 000 years, prove a great life age here, and especially, the cultural level reached by the pre historical man, by his effort to communicate with his neighbors through a deep symbolist language, rendered through an esthetic art. The number of those who visit the Museum of History and Ethnography from Ungheni City register an easy increase from year to year, constituting in 2010 – 4300, and in 2011 – 4500 persons. Another important museum is from Pirlita, which represents both the history of the locality and its ethnography. A special interest has two peasant houses, specific to the locality, as well as the bindings, carpets, towels, peasant furniture, but also documents, books and era photos, exhibited 69

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Cultural events with tourist potential Event title

Date / place May / Ungheni City

2.

International Music and Dance Festival ”Hora de la Prut” Ungheni City Days

3.

Folk Festival “Efim Junghietu”

4.

Satire and Humor Festival “Lume, lume, hai la glume” District Festival of Winter Traditions “Dupa datina strabuna” Festival of Easter Traditions and Songs “Hristos a inviat”

May 13 / village Todireşti December 25/ village Sculeni May 6 / Ungheni City

Festival of Tin-Pan Alley “Maluri de Prut” with the participation of pupils from IIAC Carol Festival “Hristos se naste, slaviti-l”

May 25, Independence Place/ Ungheni City January / Ungheni City

Festival-Competition of Folk Singers “Galina Popovici” Popular Songs and Dances Festival “Dragaica” Jazz Festival “Drum day”

biennial, April / village Cetireni biennial, September / village Pirlita biennial, August/ Ungheni City April 28 / Ungheni City

1.

5. 6.

7.

8.

9. 10 11 12 13

Festival-Competition of IIAC “Inflorit-au castanii” Holiday of Crops and popular traditions

August 28-31 / Ungheni City Biennial, October / Ungheni City

Specific aspects International, music and dance

195 / 25000

October / Ungheni City

The artistic potential of Ungheni City is specific by its diversity: dramatic theaters, circus, folk ensembles, entertaining, jazz, modern dance, band orchestra, chorus ensemble. The diverse artistic offer, of a high

No. of involved active / passive participants. 310 / 15000

15 artistic ensembles 15 craftsmen 10 folklorists 12 theatric troops 14 folk ensembles 10 chorus ensembles 5 folk ensembles 15 craftsmen 18 competitors 2 orchestras 12 chorus ensembles 5 folk ensembles 4 singers 10 craftsmen 17 singers 15 artistic ensembles 5 artistic ensembles 80 pupils 17 artistic ensembles craftsmen

professional level, will contribute to the development of some cultural events at national and international level.

70 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Artistic ensembles with tourist potential No.

Name

Type

Title

Art director / producer

Unicum aspects

1.

Ensemble “Tudoritele”/ village Todiresti

Folk

Model

Mamaliga Elizaveta/ art director Agapi Andrei/ accompanist

Locality authentic repertory

2.

Ensemble “Doinitele”/ village Todireşti Ensemble “Frunzisoara lozioara”/ village Costuleni Ensemble “Codrenii”, town. Cornesti

Folk

Model

Folk

Model

Tinevschi Valentina/ art director Enache Mihail/ accompanist Vizir Iurie/ art director Loghin Vasile/ accompanist

Locality authentic repertory Locality authentic repertory

Folk

Model

Biletchii Ina/ art director Cojocaru Vitalie/ accompanist

Locality authentic repertory

5.

Ensemble “Codreanca”/ village Minzatesti

Folk

model

Munteanu Vasile/ art director Scripnic Vasile/ accompanist

Locality authentic repertory

6.

Ensemble “Ciutura”/ village Cetireni Ensemble ”Polinusca”/ village Pirlita

Folk

model

Folk

model

Racovita Boris/ art director Dragan Tudor/ accompanist Bot Victoria/ art director Tinevschi Igor/ accompanist

Locality authentic repertory Locality authentic repertory

Popular Music Orchestra “Spicusor”/ village Pirlita Popular Music Orchestra “Dragaica”/ village Pirlita

Folk

model

Bot Tudor/ director Bot Marin/ repetiteur

Locality authentic repertory

Folk

model

Arap Nicolae/ director Plaschevici Andrian/ repetiteur

Locality authentic repertory

10.

Popular Music Orchestra “Struguras” from Palace of Culture/ Ungheni City

Folk

model

Alcaz Constantin/ director

Locality authentic repertory

11.

Popular Music Orchestra “Pascaru”/ village Coseni

Folk

model

Pascaru Andrei/ director Pascaru Vasile/ accompanist

Locality authentic repertory

12.

Popular Dance Ensemble “Dragaica”/ village Pirlita

Folk

model

Cretu Gheorghe/ choreographer Coman Ion/ accompanist

Locality authentic repertory

3.

4.

7. 8.

9.

71 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


No. 13.

14.

15.

16.

17.

18. 19.

20.

21.

22.

23.

24.

Name Popular Dance Ensemble “Struguras” from Palace of Culture/ Ungheni City Popular Dance Ensemble “Muguras” from Palace of Culture/ Ungheni City

Type Folk

Title model

Art director / producer Pricladov Nina/ choreographer

Unicum aspects Locality authentic repertory

folk

model

Bereghici Liubovi/ choreographer Coman Marcel/ accompanist

Locality authentic repertory

Satire and Humor Theater “Gura sparta”, village Todiresti Dramatic Theater “Vladenii”, village Pirlita Dramatic Theater from Palace of Culture/ Ungheni City Folk Theater “Datina”/ village Petresti Tin-Pan Alley ensemble “X – BAND” from Palace of Culture/ Ungheni City Tin-Pan Alley ensemble “Respect” from Palace of Culture/ Ungheni City Chorus Ensemble ”Prutenii”/ village Valea Mare Chorus Ensemble “Elegie” from Music School/ Ungheni City Tin-Pan Alley orchestra “Bravisimo” / Ungheni City Band orchestra ”Mugurel” Culture District Department/ Ungheni city

dramatic

model

Culeac Viorica/ director Agapi Andrei/ art

dramatic

model

Bot Irina/ director

dramatic

model

Vortolomei Mariana / director

dramatic

model

Music hall

model

Poiana Silvia / director Ciobanu Alvian / art Lincovschi Ion, director

Diverse repertory

Music hall

model

Lincovschi Ion, junior

Diverse repertory

chorus

model

Fiodorov Gheorghe/ director Goian Gheorghe/ accompanist

Diverse repertory

chorus

model

Tatarciuc Victor/ director

Diverse repertory

Music hall

model

Sirbu Victor

Diverse repertory

Band

model

Zanoaga Ruslan/ director Zanoaga Ana/ repetiteur

In the archive of IPNA “Teleradio Moldova”

72

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


No. 25.

Name Jazz Orchestra “Accelerat” from Music School/ Ungheni city

Type Jazz

Title model

Art director / producer Babici Anatol / director

Unicum aspects Diverse repertory

26.

Vocal ensemble “Do-re-micii” from Palace of Culture/ Ungheni City Circus “Curcubeu” from Palace of Culture/ Ungheni City Ensemble of sport and hall dance ”Nostalgie”

vocal

model

Grisunic Alina / art director

Diverse repertory

circus

model

Secrii Pavel / director

modern

Model

Cius Constantin / art director

27.

28.

and at a distance of only 20 km – Natural Reservation “Plaiul Fagului” – two out of five natural reservations that exist in Moldova, nature monuments, secular forests being under the state protection. Also here, in this area, you can find the highest hills of Moldova and the deepest valleys. Plaiul Fagului – a state protected area, placed in the north-western part of Codri Central Plateau and it is characterized by certain specific peculiarities, conditioned by the geographical position. The reservation territory is situated at 70 km north-west from Chisinau and 1 km south-west from the commune Bahmut, Ungheni District, between the villages Cornesti (at north), Radenii Vechi (west) and Temeleuti (at southeast), having the coordinates 47o18” north latitude and 28o east longitude. In this territory the altitudes raise briskly, differentiating the Codrii from the Middle

Natural potential and unique landscapes Ungheni City and its surroundings impressed a lot the people who passed through these places by the variety of relief, fauna and flora. Vasile Docuciaev (1846 -1903), Russian naturalist, professor at the University of Sankt Petersbourg, being in an expedition in Basarabia (now Republic of Moldova), made and published the study “Regarding the Basarabia grounds”, where named this region “The Basarabian Suisse”. By its nowadays aspects, Ungheni City is nice and interesting, an important tourist destination that is due to the special natural and cultural frame. Ungheni City, with its surroundings, has sufficient conditions for developing eco tourism. At a distance of only 30 km from Ungheni City, on the road from Chisinau, it is situated the Natural Reservation “Codrii”, 73

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


forest and lands allotted to restocking constitute 5379,3 ha or 96,8%. Other protected natural areas, from Ungheni: • “Ledge Levantina” from codri area is placed at 1,5 km south-east from village Buciumeni, on the left bank of the river Girla Mare gill, at the cutwater and has the surface of 5 ha. • “The abrupt flank near village Sinesti” is placed at 2 km south-west from village Sinesti, on the left flank of the rivers Pojarna, Tincau gill, having a surface of 1 ha. • “Valea Mare” that is placed at the south of Ungheni City, forestry Ungheni, Valea Mare, parcel 25; Moreni Balta, parcels26, 27, having a surface of 373 ha. • “Meadow with oat grass”, situated near the river Cula tributary, village Cornova and has 4 ha as surface. • “Meadow with hair grass”, placed on the floodable Meadow of the river Cula, village Condratesti and has 57 ha as surface. • “Meadow with foxtail”, placed on the floodable Meadow of the river Cula, village Hircesti, and has 59,9 ha as surface. • “Meadow with hair grass”, placed on the floodable Meadow of the river Cula, village Hircesti, and has 21,4 ha as surface. • “Meadow with meadow grass”, placed on the floodable Meadow of the river Cula, village Hircesti, and has 12,8 ha as surface.

Prut Plain, forming a barrier in the way of airmass circulation from the direction NW-SE, that influences, firstly, on the climate conditions. Beside, towards west, you can find the predominant height of Balanesti Hill, with the maximum altitude for the country of 429,5 meters. The relief is very split, with abrupt flanks, fast, having, generally, an upland character. All the territory, from the hills’ cusps till the valleys’ limits, is occupied by forests. The State Natural Reservation „Plaiul Fagului”, as an institution of environment protection profile, is relatively young. But its forest fond, with a great fit-faunist variety, specific to the north-western part of Codri Central Plateau, has millennial roots. In this area you can admire 3 pedunculate oaks, nature monuments, of 230 – 250 years old. The brushes placed on diverse soil, relief elements, expressed by a great variability of altitudes and slopes exhibition, is situated in a harmonious mosaic with environment factor that by strengthening the ecologic balance, create them favorable raising conditions. According to the results of scientific researches made on the reservation territory till now, there were 947 species of plants, 48 species of lichens, 65 species of mosses, 151 species of mushrooms, 49 species of animals, 142 species of birds, 12 species of amphibians, 8 species of reptiles and 65 species of spinelessness from the soil. The forest fond of the reservation constitutes 5558,7 ha, from which the area covered by 74

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


• •

On Prut bank, near the Palace of Culture of Ungheni City, they have arranged a sand beach, of 150m, with benches and WC.

Two natural areas “Pedunculate oak”, both being placed in Plaiul Fagului, in the village Radenii Vechi, an oak being hewed by wind in August, 2004. Two natural areas “Pedunculate oak”, placed in the forestry Ungheni. Natural area “Pedunculate oak”, placed in Sculeni Commune Hall.

Fauna from this area is represented by: - Noble hart – 140 - Spotted hart – 30 - Buck – 380 - Boar – 139 - Hare – 1311 - Fox –582 - Geese – were not registered - Ducks – 4200 - Coots - 600 - Pheasants – 600 - Pigeon – 4100 - Partridge – 130 - Quail –1300 The river Prut forms the border between Republic of Moldova and Romania and has a length of 8 km on Ungheni City territory – the biggest locality from the Republic of Moldova in its way. The section of river Prut in Ungheni District, from Gherman, commune Sculeni km 450 till Frasinesti, commune Macaresti km 340 has a length of 110 km. The speed of water flow in Ungheni region is 1,5 meters per second. 75 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Water basins with major tourist potential Ungheni City and its surroundings have 863.92 ha of water basins and offers real Name of water basin „Lake from Carpet” Lake no.1 Storage Lake no.21 Lake „Pantea” Lake no. 2/ SP 26 Storage Lake no. 1/ SP 26 Lake „Barbusca” Lake SP 27 Lake SP 25 Lake „Barbacaru” Lake ”Satului” Lake „Semeni” Lake S.P. no. 18

Surface/ha 11.80 18,90 11,00 3,69 4,35 4,45 9,23 23,50 34,83 4,60 74,53 51,23 63,00

Placement river Pojarna river Ichel river Bailesti river Varsavca river Girla Mare river Girla Mare

river Vladnic

Lake no. 1 ”Plaiul Fagului” Lake no. 3 ”Plaiul Fagului” Lake no. 4 ”Plaiul Fagului” Lake no. 2 ”Plaiul Fagului” Lake „Lidovca”, Lake no. 1 Lake „Livadaru” Lake „Cristoforovca” Lake no. 1 „Zazulenii”

4,60 3,80 7,50 8,30 4,10 12,21 6,50 61,20 30,82 102,50 56,82 10,65 42,23 7,00 20,06 16,00 67,07 20,00 34,70 15,20 16,00 4,95 104,00 6,04

river Vladnic

Lake „Tighira” Common lake Lake „Odaita” Lake „Barjomi”, Lake „Boghenii Noi” Lake „Bumbata”, Lake „Graseni Lake „de pe vale” Lake „de linga sat” Village lake Lake „Beresti” Lake „Danuteni” Lake „Delia” Lake „Vulpesti”

river Girla Mare river Soltoaia river Soltoaia river Vladnic

river Delia river Delia river Delia river Delia river Delia

river Vladnic river Cula river Delia river Vladnic river Vladnic river Vladnic River Varsavca river Delia river Delia river Delia river Delia

possibilities of active rest, in attractive landscape areas.

Location Sinesti Commune Hall Napadeni Village Hall Valea Mare Commune Hall Cetireni Village Hall Cioropcani Commune Hall Cioropcani Commune Hall Sculeni Commune Hall Sculeni Commune Hall Sculeni Commune Hall Buciumeni Commune Hall Petresti Commune Hall Petresti Commune Hall Zagarancea Commune Hall Zagarancea Commune Hall Radenii Vechi Village Hall Radenii Vechi Village Hall Radenii Vechi Village Hall Radenii Vechi Village Hall Alexeevca Commune Hall Pirlita Commune Hall Pirlita Commune Hall Pirlita Commune Hall Agronomovca Village Hall Negurenii Vechi Commune Hall Negurenii Vechi Commune Hall Buşila Village Hall Corneşti Village Hall Boghenii Noi Commune Hall Bumbata Village Hall Todiresti Commune Hall Todiresti Commune Hall Chirileni Village Hall Floriţoaia Veche Commune Hall Ungheni City Hall Ungheni City Hall Ungheni City Hall Manoilesti Commune Hall

Owner „Liga-2” LTD „Davince” LTD „Plaja noua” LTD Racovita Tudor Moldova Waters Moldova Waters „Vertamar” LTD Moldova Waters Moldova Waters Buciumeni Commune Hall Petresti Commune Hall Ciobanu Ion Moldova Waters A. Scoropad E. Rusu ”Plaiul Fagului” ”Plaiul Fagului” ”Plaiul Fagului” ”Plaiul Fagului” Alex. Scoropad Pirlita Commune Hall Pirlita Commune Hall Pirlita Commune Hall Agronomovca Village Hall S.A. Piscicultorul S.A. ”Piscicultorul” Negurenii Vechi Commune Hall Bejenari Iura Gaina Dumitru Filipovici V. Rusu Romeo „Faunas Vladnic” LTD Homestead ”Alcaz Dumitru” Chirileni Village Hall Unserdor LTD Ungheni City Hall Ginu St. SVP Ungheni Manoilesti Commune Hall

76 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


range of woodcrafts, straw panels, macramé, embroidery, tissue carpets, straw souvenirs. The presence of carpet and ceramic factories can add value to the tourist offer, centered on handicrafts, manufacture.

1.10 Inventory of crafts and business relevant for the local sustainable development The inhabitants of Ungheni know different handicraft secrets, some of them are, already disappearing. The tourists could visit here the shops of craftsmen, who manufacture musical instruments, osier objects, plate sheet objects, wooden wheels, casks, a large No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27.

Locality Untesti Untesti Costuleni Costuleni Costuleni Alexeevca Alexeevca Cornova Cornova Cornova Romanovca Condratesti Condratesti Cornesti Todiresti Todiresti Gherman Gherman Sinesti Sinesti Petresti Pirlita Pirlita Pirlita Pirlita Pirlita Pirlita

The list of craftsmen:

Name, surname Vortolomei Anatolie Hanganu Vladimir Sacultanu Elena Butnaru Victor Grent Anton Enache Vera Cazac Angela Mardari Pavel Dimitriu Alexandra Soimaru Simion Pinzaru Tatiana Bodrug Gheorghe Ganea Elizaveta Pendus Rodica Binzoi Dumitru Deres Vera Manica Ghenadie Ceamschi Andrei Tarus Valerii Ciotu Maria Pendus Victor Coptu Larisa Lelitac Marina Motipan Marina Listru Tatiana Buzovoi Vera Lazariuc

Practiced type wheeler carpenter macramé Osier plate sheet Embroidery Embroidery musical instruments carpets tissue Tubbier Embroidery Osier carpets tissue macramé plate sheet embroidery plate sheet osier tubbier embroidery tubbier Straw carpet tissue panels/straw embroidery embroidery embroidery

Year of birth 1955 1965 1965 1957 1952 1950

1954

1968 1956 1967 1968 1955

77 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


No. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68.

Locality Minzatesti Manzatesti Zazulenii Vechi Tighira Graseni Graseni Magurele Magurele Magurele Magurele Izvorani Manoilesti Manoilesti Radenii Vechi Radenii Vechi Radenii Vechi Buzduganii de Jos Macaresti Morenii Noi Negurenii Vechi Busila Busila Boghenii Noi Boghenii Noi Buciumeni Buciumeni Napadeni Napadeni Napadeni Coseni Coseni Coseni Radenii Vechi Radenii Vechi Cioropcani Cioropcani Cioropcani Hircesti Hircesti Hircesti Drujba

Name, surname Comanac Tudor Matescu Gheorghe Beleniuc Olimpia Brinza Eva Caliga Petru Denis Silvia Cosciug Ion Rosca Stefan Bodrug Anghelina Eni Irina Fotescu Valeriu Arama Nadejda Parfenie Victor Savin Ion Bulbas Nicolae Raileanu Vasile Nica Maria Moraru Dumitru Rogojanu Iurii Manole Ecaterina Casian Natalia Cojocaru Igor Rotaru Nicolae Fotescu Valerii Ciobanu Filip Budeanu Petru Popa Andrei Malcoci Valentina Iovu Tatiana Popa Maria Rusu Anastasia Vlas Anstasia Ticu Igor Lapteacru Rodica Ghebos Alexei Sacaliuc Vasile Plesco Grigorii Rusu Dumitru Vasiliu Constantia Cupcea Mihail Duca Vasile

78

Practiced type woodcraft Osier embroidery carpet tissue wheeler embroidery Casks wheeler carpet tissue macramé Osier embroidery Smith Casks Smith wheeler carpet tissue tubbier Osier embroidery embroidery wheeler wheeler Osier tubbier Smith tubbier embroidery macramé macramé carpet tissue carpet tissue Osier embroidery skin plate sheet Osier tubbier Osier Osier Smith

Year of birth

1964 1937 1966 1937 1957

1957 1959 1950

1942 1941 1955 1965 1928 1935 1955 1947 1929

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


No. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 102. 104. 105. 106. 107. 108. 109.

Locality Tescureni Tescureni Tescureni Tescureni Tescureni Tescureni Valea Mare Valea Mare Valea Mare Valea Mare Ungheni City Ungheni City Ungheni City Ungheni City Ungheni City Ungheni City Agonomovca Agronomovca Hristoforovca Hristoforovca Hristoforovca Rezina Rezina Rezina Floresti Chirileni Chirileni Chirileni Chirileni Chirileni Mircesti Mircesti Mircesti Bumbata Bumbata Cetireni Cetireni Floritoaia Veche Frasinesti Frasinesti Frasinesti

Name, surname Bargan Gheorghe Rusu Vladimir Braguta Tudor Sasu Mihail Munteanu Lidia Secrieru Liuba Talpălaru Gheorghe Cucu Tatiana Dabula Vladimir Gorincioi Serghei Rogojanu Ecaterina Butnaru Ecaterina Iurii Nina Butnaru Mihail Însurăţelul Maria Rusu Vera Grusca Pavel Svet Elena Morosanu Tudor Borovinschi Maria Malev Tudor Lebada Veceaslav Cotovici Zinaida Dragomir Maria Manic Vasile Muduc Ion Lazariuc Grigorii Vladii Ion Calmatui Vera Coliban Nicolae Butnaru Stefan Levitchi Virginia Cucoara Constantin Boghean Ecaterina Buga Ion Chiorescu Vasile Carp Vicolae Usurelu Alexandra Raducanu Petru Mihailov Ana Maxim Petru

Practiced type tubbier plate sheet Osier Osier embroidery embroidery wheeler embroidery Osier Smith embroidery coloring eggs embroidery woodcraft embroidery embroidery wheeler embroidery tubbier carpet tissue Osier plate sheet embroidery macramé wheeler tubbier wheeler plate sheet embroidery Smith tubbier embroidery Smith carpet tissue Smith plate sheet woodcraft embroidery plate sheet embroidery Osier

Year of birth

1932 1967 1939 1934 1965

1954

1933 1935 1940 1958 1954

79 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


No. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129.

Locality Semeni Semeni Semeni Zagarancea Zagarancea Zagarancea Zagarancea Sculeni Sculeni Sculeni Sculeni Sculeni Blindesti Medeleni Medeleni Medeleni Medeleni Petresti Elizavetovca Curtoaia

Name, surname Darii Veceaslav Mihai Maria Pascaru Andrian Placinta Silvia Coliba Lidia Pascari Gheorghe Burlacu Serghei Mocanu Petru Calin Olga Caleavalea Olga Plugaru Gheorghe Rotaru Vitalii Caleavalea Silvia Moraru Nicolae Schendrea Valerii Ciobanu Vera Tcaciuc Serghei Cucu Maria Pascari Elena Diaconu Stefan

Practiced type tubbier embroidery Osier embroidery embroidery wheeler tubbier tubbier embroidery embroidery tubbier Osier embroidery tubbier plate sheet carpet tissue woodcraft embroidery embroidery woodcraft

Year of birth 1937 1940

1938

1938

In any case we can say that when we describe the resources we must not think that they are automatically transformed into attractors. They have to be rethought in the right way and place them on the market through consistent marketing efforts with the objectives that the Municipality Authorities are intended. On the other hand we cannot believe that any resources available, although using the right marketing tools, can be successful. We can only imagine their potential development on the market, especially on tourism marketing. Obviously we must take account of the competition from many other areas and destinations. Through a proper SWOT

1.11 From resources to attractors to the IPOT: a process! As in many other cases analyzing territories and areas to be dedicated to tourism, also for Ungheni different resources (natural beauty, historical monuments, artistic features, skills and capabilities of the inhabitants) have been enumerated. These resources do not have themselves the ability to transform into tourist attractors. They probably have always been there. How could they never arouse interest in the right tourist use? This has very often been forgotten. In other cases lacked the necessary resources in order to present, disseminate and channel them on the market. 80

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analysis we can leverage on the strengths and exploit the opportunities that come our way. At the same time we can strengthen weaknesses and reduce threats. All actions and efforts will be directed towards their development and transformation in order to make them attractive and useful for tourist purposes. Only from that moment they can be used to create a package tour to be launched and

In this case we could suggest and propose the creation of a small number of IPOTs, so that the capacity building of the partners in Moldova could find a practical issue, in order to start an experiment towards a successful tourist planning and management of the towns and its most meaningful neighborhoods and test the transition from the attractors to the tourist valorization. An IPOT needs to be designed and proposed

promoted by the tour operator. The creation of these integrated packages, IPOT, is therefore particularly important because it should be the summary of the right process in screening and transformation of the resources of the area. From resources to attractors to the IPOT: this is the right process. The terminology of IPOT is adopted by the EU in the Structural Funds 2007-2013 -Measures concerning Tourism and Local Development. According to the Logframe of the Project CIUDAD the creation of pilot IPOTs could help Ungheni to be launched as tourist destination.

with some specific requirements, before being “offered” and communicated to the target market. These features will be analyzed later.

2. SWOT analysis 2.1 SWOT analysis for Ungheni City Starting from a proper SWOT analysis for the tourist destinations concerned by CIUDAD project, we want to emphasize the real possibility to activate the development process for sustainable tourism for the destination of Ungheni, highlighting strengths and weaknesses that could affect 81

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this development, surfing opportunities and avoid threats. The following chart summarizes the main points of strength and weaknesses that characterize Ungheni and it renders explicit opportunities and threats that must be faced. A lot of strengths, weaknesses, opportunities and threats were put in evidence by the stakeholders involved but only those really

affecting the tourist development plan have been considered. All perceived elements for the SWOT analysis will be however discussed later. Major elements for the SWOT analysis: Strengths and Weaknesses

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Strengths

Weaknesses

Resources • Some potential resources in the area: culture, traditions, monuments, museums, monasteries

Infrastructures • Inadequate infrastructures (roads, illumination) • Inadequate road and tourist signalization • Lack of some bicycle paths in the city

Location • Geographical location (at the border with EU); • International route Chisinau – Iasi; • Natural Reservation Plaiul Fagului: flora, fauna and forests; Nature • Untouched nature, favorable to the development of ecologic, rural tourism • The cleanest and greenest city in Moldova People • Open, hospitable, enthusiastic people (population) • Security and safety • Increasing number of tourists visiting friends and relatives • People experience in local, regional, international, cross border projects Food & Wine • Moldavian winery and gastronomy: very specific and various, overcomes tourists expectations

Services • Poor hotel conditions and lack of accommodation services: they do not respect the conditions of posted standards • Inadequate entertainment offer, local tourist products and promotional materials • Lack of tourist guides, souvenir shops (handicraft articles, souvenirs, maps, guides, leaflets etc.) • Inefficient transport services Nature and culture • Lack of respect for natural environment and, sometimes, for cultural patrimony People • Human resources unprepared in the field of tourism services • Lack of specialists in the tourism field • Insufficient information and motivation of potential investors • Communication with tourists needs considerable improvement • Lack of leisure service for residents City and territory • Limited ecologic actions in the city territory • Lack of valorization of monuments (lightening, signalization) • Lack of tourist itineraries Food & Wine • Lack of vegetal menus and lack of fresh products • International food excess, prejudice to traditional foods • Traditional Moldovan wines are not known enough

83 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Major elements for the SWOT analysis: Opportunities and Threats Opportunities

Threats

Governmental conditions and actions • Governing democratic regime • The existence of the legislation for tourism development • Joint projects within the Joint Operational Program Romania – Ukraine – Republic of Moldova • The presence of Romanian Consulate in the city

Governmental conditions and actions • Non perfect mechanism for implementing the legislation • Inadequate funds and mechanisms for stimulating the investments in the field • Reduced opportunities for accessing funds • Inadequate financial resources for protecting the patrimony

Community policies • Flexible local public administration (accepts changes, receptive) • FEZ, business incubator, ceramic industry Market • Interest by visitors in economic, ecologic, cultural fields (FEZ) • Cross border localities (religious tourism, hospitality, nature, landscape) • Interest in agro tourism • Republic of Moldova and implicitly Ungheni City are perceived as tourist destination Location • The city is situated on the river Prut, it may become navigable

People • The legislation is not respected • Not justified and incorrect relation quality/price (accommodation, alimentation, transport) • Migration of the population • Lack of entrepreneurship among residents Market • Tourist destinations not included in national itineraries • Tourism offer competition (Romania) • Skepticism of foreign tourists regarding the Republic of Moldova • Ungheni is considered a transit zone City and territory • Unsatisfactory situation of maintaining and cleaning some monuments Community policies • Lack of a tourism sustainable development strategy Location • Geographical position (city/transit competition with Iasi County

area)

/

Food & Wine • Imitation of western standards in the detriment 84of authenticity/neglecting local products

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green spaces make the town attractive in spring. The residents are very proud of an access road to the town between two rows of chestnut trees, that they say it’s the longest in Europe. Ungheni can become a “Garden City”. Although these are not actually real tourist attractions, they should be better exploited. Mowing the grass in the town would give a more welcoming feeling. The city has also a program for waste separation, which should be pointed out as a tangible sign of the municipality commitment to tourism development. Anyway, we must consider that all this will affect the municipality finances. The assessment outlined here gives us an idea of what can be done, starting from existing resources, to encourage private enterprises to start a sustainable development process, while waiting for resources to implement the infrastructures. Let’s have a look to the possible projects that could have immediate effects for a tourism development to come.

2.2 Arguing the SWOT analysis The assumptions below want to emphasize the real possibility of activating the development process for sustainable tourism for the destination of Ungheni, highlighting strengths and weaknesses that could affect this development. The current phase of tourism development of the town and the area of Ungheni can be identified and described as a stage lacking in perspectives for a future tourism framework. All these weaknesses have been already carefully exposed by some reports prepared during the first phase of the project especially about the basic services of hospitality. Nevertheless, it is the almost total lack of leisure services for residents that could bring about the development of a hospitality system, promoting a welcome culture, implementing tourist accommodation services, encouraging companies move towards potential tourism economy. The lack of entrepreneurship among residents is due to the lack of references in the sector and of an appropriate use of marketing tools. It would be very useful to promote training activities to develop this sector’s skills and knowledge. There are some positive aspects according to which we can assume tourism development could be enabled. The town is clean and the area of Ungheni is very green. During several stages and meetings of this project a slogan was coined: Ungheni, Green & Clean. Many trees, many

2.3 Major problems in tourism development in Ungheni City As a result of the economic, historical, cultural, social situation analysis of Ungheni City, in terms of its tourism development, the following problems were stated: - Inadequate knowledge of local tourism development opportunities; 85

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

-

-

Inadequate valorization of local tourist potential; The tourist and entertainment industry insufficiently developed and diversified at local level; Lack of personnel trained in tourism; Reduced investments in the development of tourist product in Ungheni, lack of funds in relation to the increased cost of investment;

-

Lack of a specialized institutional body, with the attribution to promote local tourism and with an integrator role of all interested stakeholders; reduced promotion of local tourist potential.

3. Tourism Development Strategy in Ungheni City is the key element enjoying a tourist destination. The development of services on an area of potential tourism attraction should be focused for both residents and visitors/travelers/tourists. Generally, we use the meaning of "tourist destination" when services are addressed to the satisfaction of needs of people who are away from home. The application of this model of hospitality, delivering goods and services to those who are temporarily away from home gives us clear strategic directions and suggest the paths to follow to qualify a "tourist" destination. The Republic of Moldova, which is emerging on the panorama of international tourism, will conquer competitiveness on travel and tourism market if it can interpret the logics and strategies that marketing provides. Even with scarce resources to engage in

3.1 Development strategies and Municipality policies for tourism development in Ungheni City Ungheny City has already established some priorities through Local Agenda 21 for social and economic development, including tourism development. The strategy for developing tourism should be harmonized with this document. And the area should be able to attract investments for economic, social, sanitary development (presentation). We assume that every city with commercial trades and cultural exchanges between nations is a potential tourist destination. If we leave the typical pattern of the term "tourist", the horizon of social and economic phenomenon related to "travel and tourism" is expanding. The first observation to make while imagining the development of a geographical tourist area is about the standard of life of the residents. Accessibility 86

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The city of Ungheni is not what we traditionally define "tourist area" if we consider its tourists attractions, landscape, climate, environmental and man-made attractions. Many weaknesses of the city and of the area need to be strengthened. On this basis, we hypothesize that the characteristics of the area are common to thousands of others. The difference will surely be made by its people, its decision makers and its stakeholders involved in the development process. The human touch is the key difference that can lead the city, through smart choices, to take advantage of many other potential destinations.

promotional and advertising activities, required to launch a new destination, the Republic of Moldova can manipulate human resources as lever of marketing, developing a great potential to be attractive and very effective. It is evident that the social and economic development can be done through the ability of human exchanges, commercial use, etc., that residents of an area are able to activate with the rest of the world. The history, even ancient, of the tourism phenomenon is related to these exchange processes. The city of Ungheni, once extreme edge of the border of the Soviet Bloc, has to get advantages in playing a leading role in the country and determine its growth through attractive travel and tourism activities. The City must answer the arising question: why a traveler, a visitor or a tourist should go to, visit or stay in Ungheni? In answering these questions we can define the strategic lines of the City to become a successful tourist product. This will ultimately create the conditions for a tourism development that we could consider at the same time social and economic development for the resident population and environmental sustainability for the area. The strategies that decision makers will be inclined to take will have to consider the durability of the phenomenon, also preserving the compatibility of tourism and economics over time.

3.2 Ungheni City acting the first The key point is that Ungheni will be among the first cities in Moldova, and the former Soviet Bloc countries, to adopt a shared strategic plan for sustainable development of tourism. What are the strategies on which the City should aim to make its land "fertile" and suitable for tourism development? How to achieve positive direct, indirect and induced effects from these policies? Fourteen (14) for Team. This will be the headline for the Ungheni City guidelines. The following 14 points should be the priorities in developing a model of sustainable tourism. 1. Pushing for reunification A fundamental commitment to the population is the reunification of Moldova 87

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


What is perceived from the outside today, is a sort of "threat" on the borderlands. It seems that the Romanian authorities limit, in a short-sighted way, the possibility of mutual development. It seems that they do not want to divide the European cake. Actions in the other direction would instead increase the development. Opening the door between these two worlds, as mentioned above, would increase social exchanges and economic benefits. Here is the exhortation to local authorities to make the maximum effort to achieve this great opportunity.

with European Union. This is not purely a political aspect but also a key social and economic development of great importance for the Moldovan people. Today, Moldova is a border territory. On one side the immense territory of the former Soviet Bloc countries and on the other side European Union. The city of Ungheni is in a very privileged position. It could really become the link between these two worlds: the European World and the former Soviet world. His privilege is mainly cultural. The two cultures, the two languages, Romanian and Russian, are the main strengths of the city so that in its gateway location it has access to the trades between these two worlds. This would mean a big benefit. The situation today is still substantially negative. The physical barriers are an impediment to trade, to tourism. Surely there must be a strong government commitment to find a permanent solution, but we hope from now on that efforts should be made by the neighboring municipalities (Iasi-Ungheni) to reach an agreement to facilitate exchanges between local populations, especially tourism exchanges. The cultural interest of the visitors to "cross" the boundaries between two worlds "divided in the past", is always very strong. Ungheni as border land becomes attractive for visitors. Few in the world know the story, that story. Ungheni can bring back those pieces of littleknown history.

2. The location of the City: a bidirectional gateway to both worlds. This is the greatest opportunity for the City of Ungheni to erase geographical isolation and have the possibility of a great renaissance. Every effort must be made for Ungheni to become the social and business liaison, the trait d’union, of those territories, using human relational ability of its population. The opening of the gateway would have positive effects on commerce and trade activities. The role of the urban population would be the broker, social and economic negotiator between the two worlds. There are few examples of border areas in the world, which have had very sad social histories too, now playing the successful role as a cultural and trade bridge. They reached a high standard of life by exploiting these opportunities. The big opening through 88

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


agree with the points below that focus on clean and renewable energies.

cultural and linguistic diversity of the population would do the rest. Moldovans: open-minded people in an open-minded world. Every action that the central or local government, at any level, will undertake in this direction will be optimal for achieving this goal. The use of two languages, the familiarity of double culture will create many benefits for residents.

4. The attraction of its territory: a place to live. A city to live with higher and higher life standards and economic services both for residents and for visitors accordingly. All that could be developed in terms of quality of life, natural food, more sports facilities, respect of the environment, will contribute to make the city more attractive. Much more on housing should be done. Moldovans’ remittance capital from abroad could be invested in new facilities for accommodation, in houses with low energy consumption. They should point to the hospitality of new market segments: students from nearby Iasi, for example. Being able to provide adequate housing, affordable, will create a stable source of income. The use of agricultural products, produced according to the ancient cycles of agriculture, would connote the location with the "organic� label. The geographical spread of local markets, in line with audit rules and processes of European standards, would help to place the location of this new-wave market.

3. The crossing point on the axis Chisinau Romania (Iasi). This will be the objective to develop in order to give an identity to the city of Ungheni. This will help Ungheni to get its market positioning. The possibility of becoming a city axis linking Chisinau-Iasi is a goal. The two cities, Chisinau and Iasi, are two important international junctions. Two airports, an international and a national one, represent the core of the Moldavian region, both for the Romanian side and for the Republic of Moldova. Ungheni can become a liaison city. Once again the link between the two worlds would consecrate its position on the national and international market. The advantages are manifold in perspective. Ungheni can become a Special Tour Hub. This would mean a substantial growth in the transportation business, lodging, etc. as well as for the strategic approach that is based on the mobility and access to the territory. The mode of development of mobility will have to

5. Pushing for maximum mobility to, from, in (site) ... Ungheni to, from and to the world! Electric bicycles, motorcycles, cars, boats navigating the river Prut, constant connections with the airports, the possibility 89

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change of mindset for the use of these new sources. This is a challenge that the City must accept for the top position in the market and for environmental sustainability. Attracting investors is not difficult. The Municipality shall prepare the rules, the written chart, to attract these investors and get the maximum benefit aimed at sustainable development.

to rent a car to travel and explore the country, will help to give a strong impetus for new mobility. Today it is very easy to set up services for the mobility of low-cost vehicles. The Municipality should begin to create parking facilities right now. 6. Ungheni, the Green & Clean city! The furniture and the equipment of the urban city and its territory should become an example of cleanliness throughout the nation. The goal to make Ungheni become the cleanest city of Moldova is reached. It can be made through awareness programs for the population to maintain high standards of cleanliness, beautification of the exterior of houses. The Municipality has started recycling and waste management programs, but the project must continue. The city has large green areas that need to be constantly enhanced. They are points of attraction and enjoyment for visitors. The slogan Green & Clean, may be an idea in positioning the city. "Do not move on, stop instead, make a rest at the greenest and cleanest City on the way to Chisinau, Iasi and the World."

8. The "eco" training for residents. Green & Clean will not be just a slogan. The commitment of the Municipality should be directed to educate the entire population in a continuous and permanent program. Each segment of the population will be stimulated with specific programs for environmental and civic pride. Educational programs should be set in all schools and also throughout associations and cultural groups. 9. Train the Residents for Welcome and Hospitality Services. The process of educating the population should be developed especially for welcoming visitors. Every citizen should be trained to welcome travelers and visitors, to provide the basic tourist information regarding the city and territory. Specific programs will be addressed especially to the police agents, government officers but also to trade associations including companies involved in front line services.

7. Producing Energy: Green & Clean! Another issue that comes with the previous guidelines is renewable energy, clean energy. Many investors are looking for low cost areas to produce this energy. Information campaigns must be arranged to make the population open up and get ready for a 90

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11. Opening of a permanent Investors Program (drawing up the Ungheni Opportunities Chart). The ability to attract investors who want to open up to tourism development toward a destination is not something easy to implement. The difficulties encountered other than relational are social and economic. It is in any case strategic to prepare the ground. This is the commitment that the City of Ungheni must prioritize. It will provide tax free investments, financial incentives, free or very low cost land for building tourist facilities when it is assumed building up hotels. Many success tourist destinations gave the land for free to those who wanted to build a hotel. However we do not believe that despite the benefits that we are giving, there may be investors interested in investing in the tourism field in Ungheni. This is mainly due to low profitability achieved by these investments. We rather believe in a sort of barter in order to activate these fundamental and necessary investments. The Municipality should think about development plans for investment in other sectors, other than tourism, such as energy, agriculture, real estate, various manufacturers, etc. In the package of the development plan the activation of tourism services should be included. That gives the Municipality the opportunity to achieve investments in tourism as part of other more profitable investments.

The Municipality will start these programs in collaboration with local schools. The Municipality will also raise awareness through information campaigns and conferences on social and economic benefits that would ensue. 10. Organize a special program (make a partnership with the Chamber of Commerce) to prepare managers and entrepreneurs in tourism and related businesses. If the above steps are not taken into account by most Municipalities and little is done in this direction, the need for a specific program aimed at entrepreneurs, even for business conversion, and managers in the tourism field, is for Ungheni a must. Train specialists and managers in the field is the starting point of tourism development. This program will be oriented to build the brainware for the strategy coordination and field operations, for the needs of both public and private activities. The path has to cover social and economic management. The idea to focus is to hold a master program for the qualification of a dozen professionals. They will give, on one hand, new management abilities to private tourism businesses and on the other hand they will act as technical support to the Municipality and other local authorities. This is a project to pursue and finalize in the short term.

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the areas where these practices to assist entrepreneurs have been adopted, they have obtained great success, especially for the "tourist" conversion of many existing activities, from agriculture to services. 13. Sustaining aggregation and grouping among tourism, travel, guides, transportation, agriculture businesses. Another strategic key to consider in developing tourism is the association and aggregation among companies that offer services to tourists, travelers and visitors. Aggregation and grouping among companies should be encouraged especially for comparison but also for “healthy” competition among businesses geared to continuous improvement of services offered and for the definition of standard quality levels. The Cluster can help in this work. In this activity it’s required for the representatives of the Municipality or Governmental Bodies to participate in the setting of the safety standards for customers and for the definition of a service chart for every type of company.

Clearly, the proposed package addressed to investors has to contain all the tools needed to make these tourism businesses profitable: trained managers and staff in the area, technological services, efficient transportation and mobility services, operational and technical support, streamlined and easy bureaucracy by public offices for licensing, etc. The thrust of tourism investment should not be limited to the construction of hotels but also open-air facilities as camp sites, especially near ecological, protected or reserved areas. In the Republic of Moldova, in the area of Chisinau, some foreign investors have taken on the burden of running some hotels having been given the opportunity to develop more profitable businesses. This seems to be a way to follow. 12. Developing a special Cluster for sustainable Tourism Businesses inside the existing Business Incubator. For Ungheni a business incubator already exists. We suggest at this point to dedicate an organizational effort involving experts (may be paid with the help of investors in the area or with specific EU programs) for the support and coaching during the start up phase. The Cluster will have to collect all the business ideas from potential entrepreneurs and directing them according to the patterns of the strategic tourism development plan. In

14. Establishment of a marketing agency (Ungheni Marketing). This agency will act for the coordination of all activities oriented towards social and economic growth, not just the tourism field. The management of local marketing activities for the social and economic development in different fields sectors is in fact important. It 92

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will act with the supervision of the Municipality for the implementation of tourism strategic and operational plan. We are thinking to a private marketing agency working in close collaboration with the City Hall in creating and bringing the “Ungheni” product brand usable for agricultural products, tourism services, handicrafts, and local products and services in general. This agency becomes the essential operational body for the implementation of the Municipality strategy for the coming years in channeling and marketing the "Ungheni" product throughout the World.

Measure I. Rehabilitating and conserving the tourist capital and infrastructure

3.3 Strategic Directions and Measures to be adopted by the Municipality of Ungheni

Actions A. Permanent inventory and diagnosis of the resources with tourist potential from Ungheni: - Permanent collection of tourist data and information (historical, natural, traditional, accommodation and entertainment unities, etc.); - Constituting and carrying a unitary and public database and information on the tourist resources of Ungheni City and District; - Permanent analysis of the needs of development, modernization, restoration, signalization and conservation of tourist resources of Ungheni City and District, in local, national and international context, through specific methods and tools (territorial diagnoses, feasibility studies, etc.);

Specific objectives: - permanent inventory of the tourist resources and development needs; - building, modernizing, developing, signalizing and carrying the basic tourist infrastructure and attractive tourist resources; - developing niche tourism (cultural, rural, business, agro tourism, ecotourism, etc.); - conserving cultural, historical, ethnographic and industrial patrimony

The measures indicated below are aimed to the action plan for developing tourism in Ungheni for the period 2012 – 2022 target the following aspects: 1. 2. 3. 4. 5.

Infrastructure renovation modernization Diversification and promotion Training and Education Partnership Monitoring and control

and

For achieving the proposed results, it is necessary to have a permanent relationship and coordination of the 5 measures from the above pattern.

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-

Realizing periodical market researches and studies: diagnosis and feasibility studies, surveys, questionnaires, etc.

In historical, cultural and sports tourism: - Restoring and signalizing the historical, ethnographic and cultural-artistic monuments of tourist importance; - Developing the tourist infrastructure necessary for unrolling events with tourist importance – building, modernizing, developing and signalizing sports bases; - Building, developing and signalizing cycling paths; - Developing sports on water crystals; - Modernizing, developing and signalizing the centers for renting sports equipment; - Supporting sports clubs

B. Rehabilitation of the general tourist infrastructure: - Building, modernizing and signalizing the public toilets in tourist areas; - Building, modernizing and signalizing parking places; - Developing facilities for disabled people and their signalization; - Modernizing and carrying the surrounding spaces of accommodation unities and tourist destinations; - Modernizing and signalizing entry points in the City and District; - Modernizing and developing the tourist transportation forms; - Building, modernizing and signalizing the special camping places; - Building, modernizing and signalizing the entertainment bases; - Building, modernizing, diversifying and signalizing the basic tourist receiving structures (accommodation and meal); - Building, modernizing and signalizing the marketplaces for handmade products, handiworks and souvenirs; - Creating, developing and signalizing the tourist information center in Ungheni City;

In rural tourism and agro tourism: - Conserving local traditions and traditional products (agricultural, handmade goods, etc.); - Protecting and conserving the architecture specific to the rural environment; - Conserving traditional crafts; - Valorizing local raw materials (wood, clay, osier, etc.) - Developing micro-accommodations in rural areas (in villages with local specific traditions, in areas with sylvan potential, etc.); - Developing and signalizing the discovery and interpretation activities of natural, cultural, rural, human, technical and industrial patrimony; - Modernizing, developing and signalizing

C. Rehabilitation of tourist infrastructure specific to kinds of tourism practiced in Ungheni City and District: 94

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the connected services in the rural environment (clinics, chemist’s shops, hospitals, etc)

-

In ecotourism: - Developing tourist infrastructure of natural parks, protected areas and other natural areas In business tourism: - Developing services shopping)

-

(entertainment, -

Measure II. Increasing the competitiveness on national and international markets

-

Specific objectives: - capitalizing and diversifying the tourist activity; - conform tourist industry of Ungheni City and District to the international quality and safety standards; - extending the tourist season; - unitary and diversified promotion of the existent tourist resources by quality means and tools

-

local identity; Logistic and informational support for tourism entrepreneurs; Developing the packages and thematic and diversified tourist circuits; Forming distribution networks for tourist products and services; Developing a local reservation system; Encouraging the standardization of the qualitative levels of the tourist products and services and creation of quality labels; Encouraging the quality competitions intended for tour operators and structures; Encouraging the investments in IT and modern forms of trading; Encouraging the investments for tourists and staff safety and health; Encouraging the investments in utilities that contribute to the reduction of public consumption (sources of renewable energy – solar, wind, etc.)

B. Promoting tourist products and services of Ungheni City and District - Defining a local brand (eventually of some specific areas brands, home wine or pie poale-n brau) and creating activities for its support, profile fairs; - Elaborating promotional, unitary and qualitative materials (thematic or diversified, in Romanian and other languages of international circulation): posters, brochures, informative materials,

Actions A. professionalizing and diversifying the tourist products and services - Qualitative improvement to make the existent tourist products and services permanent; - Initiating and developing new tourist products and services, respecting the 95

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


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catalogues with products and services, maps, calendars of events, etc. Disseminating promotional materials in local and national centers of tourist information, in tourism offices from abroad and in localities from abroad with which Ungheni City is sister city; Promoting on-line and creating links among existent web sites; Creating a center of tourist information in Ungheni City; Developing thematic communication campaigns; Unitary participation of Ungheni City and District at national and international tourism fairs; Circuits for familiarizing with the specifics of Ungheni City and District (for national and international tour operators, tourism agents, journalists, etc.); Supporting promotional activities in massmedia; Lobby actions towards public institutions, donors (public and private), etc. Integrating the local tourist packages and circuits in national promotional programs; Encouraging any other channels and means of tourism promotion from Ungheni (events, competitions, conferences, performances, etc.)

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and types of training in tourism and supporting their adaptation to the requirements of tourist market; encouraging the continuous and practical training for tour operators; improving qualitatively the programs in tourism training; improving the practices of tourism management; satisfying the training needs of tour operators and tourist organizations.

Actions: A. Preparing and developing tourism (institutional educational programs) - Supporting the deliverers and current institutions of training in tourism for maintaining and developing qualitatively and quantitatively the educational offer; - Developing some integrated types of training that respond to the training needs of the tourist market; - Creating new forms of education in tourism; - Developing school projects (applied lessons, practical activities); - Ensuring the possibilities of practical training (for those who are in training – pupils; students, but, also, for those who initiate and develop business in tourism)

Measure III. Training human resources

B. Informal development - Exchange of experience and information with tour operators and organized structures in the country and abroad;

Specific objectives: - developing and diversifying structures 96

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


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Analysis of international practices in tourism (especially of the European ones); Editing guides of good practices in tourism; Improving the management of the sites and tourist destinations, protected natural areas, old industrial objectives

C. Expertise formation in tourism - Improving qualitatively and quantitatively and diversifying the consultancy in tourism offer (in tourist practices, attracting funds) Measure IV. Stimulating partnership in tourism

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public-private

Specific objectives: - creating a frame of reflection, debate, decision and public-private action, volunteer, among all important sectors for tourism; - coordinating the initiatives of the same type with inference in tourism and their monitoring; - favoring and supporting initiatives of professionals involved in tourism; - increasing the role of nongovernmental sector in coordinating local or regional partnerships in tourism development.

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Actions: A. Forming a frame of reflection, debate and action

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Collaborating with organizations responsible for planning and implementing policies connected to tourism (infrastructure, environment, rural development, labor force market, communications, IT, arranging the territory, etc.) for solving the interdisciplinary problems which are important to tourism development in Ungheni City and District; Organizing some inter-sector and intrasector working groups that will debate aspects from tourism (formation, information, collaboration, projects unrolling, etc.), such as: administrating tourist capital, being aware of the importance of safety in tourism, joint distribution channels, ways and methods of promotion, creating tourist products, etc.; Organizing periodical meetings: seminars, round tables, technical working groups, forums, conferences, informal meetings for sharing experiences, etc.; Identifying and collaborating with local, regional, national and international experts and their involvement in projects (promotion, conservation, infrastructure, environment, etc.); Organizing operators and structures of the same kind in professional associations of tourism; Connecting actions from tourism of Ungheni City and District with actions of the other districts from the Center, North

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efficient monitoring and control means; 5. increasing the responsibilities of the nongovernmental sector in monitoring and control in tourist industry; 6. discouraging illegal practices

and South Regions of the country and within the Euroregion Siret-Prut-Nistru; Public participation at the formulation of legal initiatives in tourism; Joint actions with local and national public authorities to respect the regulations in force.

Actions: 7. Creating and using an indicator system; 8. Monitoring, through permanent dialogue with professional associations active in tourism and local administrations from Ungheni District and Center Region; 9. Monitoring in mass-media; 10. Periodical monitoring and informing meetings between operators and organizations active in the tourism of Ungheni City and District; 11. Elaborating periodical monitoring and control reports; 12. Using auditing forms (for monitoring the quality standards, etc.); 13. Periodical monitoring of the different working groups;

B. Informing partner actions addressed to operators, organizations and institutions involved in tourism - Creating a permanent informing network between all intra-sector and inter-sector partners and collaborators (news, practices, fund sources, etc.); - Realizing some public informing campaigns. Measure V. Developing the monitoring and control actions in tourism from Ungheni and make them permanent Specific objectives: 4. developing and integrating practices and

4. Marketing and Action Plan for Tourism Development 4.1

The marketing plan includes: 1. Description of the product or service including concept and image of the City: looking for a brand 2. Market analysis 3. Market Segmentation and selection of the “target groups�

Marketing plan

The marketing plan outlines all marketing efforts that will be made by the Municipality and all stakeholders involved in the project. Marketing process will be realized by the marketing mix framework and it stretches from one or more years ahead. 98

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


4. Competition and positioning 5. The advertising and promotional activity 6. Pricing strategy and policy -

Tourist product/brand, “Hospitality-NatureTradition” in Ungheni The starting point in the elaboration of this concept of tourist product is the identification and delimitation of the tourism forms that consider important the local natural and cultural motivations and the establishment of a set of principles and criteria of conditionality of topic portfolio, correlated to the requirements of Ungheni City and District sustainable development, as well as to the entire Development Region Center.

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the average number of stay days / flatrate voyage; vitality and meaning in practicing vacations; tendency to individuality; need of a minimum comfort, even for target markets that are seeking predominantly the local specifics; increase of environment importance in assessing and spending a vacation; need of communication / development of the potential target markets.

Synthesizing, the definite and common element would be „New destinations – new experiences. Rediscover yourself!” III. Started from the local and regional tourist characteristics (the attractive component and functional component), considering the strengthens, weaknesses and the attractions polarization degree, correlated to the nature predominantly rural (with a middle urbanization degree);

The following 10 principles and criteria will be on the basis in establishing the tourist product and topic portfolio: I. The integrating conception regarding the “tourism based on culture and nature”, as being formed by all the manifestations that respond to the needs of communication, learning and development and which creates the favorable context for a better reporting of the man to himself, to the neighbors and to the environment;

IV. It is ensured a large geographical coverage, for diminishing the concentration degree in space and for generating more ample multiplying effects; V. It is diminished the season degree, especially, by contributing to the development of a tourist model based on the complementary winter – summer, centered predominantly on the natural frame attraction (the tourism in Ungheni is more

II. Take into consideration the tendencies in the evolution of needs, motivations and preferences of the target group, especially: - tendency to split the vacations, reducing 99

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


City and District, that are a part of Development Region Center, will have a sustainable development;

summer-like, determining a reductionist, unilateral conception with negative impact on the region image and valorization of its tourist patrimony). Choosing this concept of tourism production and building the topic portfolio, we will try to propose voyages that will lead to season diminution;

Considering the criteria and principles mentioned, one of the possible options for placing Ungheni City and District on the tourist markets based on cultural and natural attractions will constitute the development and promotion of a topic portfolio of products subordinated to the concept “HospitalityNature-Tradition”.

VI. Inbuilt attractive resources will be used, with the possibility to place them on diverse target markets (the diminution of the dependence risks represents an essential advantage of this criterion);

On the basis of the conception we applied there is the idea that all manifestations that contribute to obtain the psychic and physical man’s balance, leading to harmony related to himself and environment (social and cultural) have a relevant dominant spiritual component; either we speak about culture in general meaning (as well as traditional culture), or about religion in strict meaning, or about nature and sports, the specific manifestations are complementary, enlarge the knowing level and approaches the man to the creation act and spiritual understanding of the world we live in. The product concept is developed on the basis of offer and complementarities that may be generated within the proposed topic portfolio.

VII. It will be outlined an identity / image as local and regional tourist product; VIII. It will be created flat-rated voyages being in different phases of life circuit, for diminishing the market risks and for ensuring continuity and sustainability to the local and regional tourist product; IX. Integrated tourism, named as well “sweet” or “green”, or “responsible”, especially by placing on emergent markets and diversifying the target markets (to eliminate the dependency risk); they will create products related to the local specifics, an increased level of communication with the receptive population will be ensured (to promote inter-cultural dialogue and create a favorable context for a real learning of local socio-cultural environment), and integrate the ecologic dimension. As a result, Ungheni

Short presentation of Ungheni competition profile Situated in an area where the land of 100

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Moldovan Codri begin, Ungheni City and District represents a successful combination between “unspoiled” nature, wild in some places, with unique landscapes and a good part of rural space life that preserves the traditional values. Here, we can find an increased preserving degree of the traditions authenticity, the handicrafts are diverse and have a unique character, elements that may generate products with an increased level of originality and authenticity for conferring identity to these places. The specifics of the tourist topic areas that will develop in Ungheni are centered on the natural and cultural patrimony and will constitute a potential competitor. That’s why the tourist management of Ungheni City and District will be related to strengthens, considering the main threats.

to a demand of short stay, punctual, with schedule distances reduced (it is very important in the perspective of reducing the middle number of days / stay and fragmentizing vacations). The main considering threats are: - lack of a tourist identity for Ungheni City and District, by relating to the product ,,Hospitality-Nature-Tradition’’; - difficulties to correlate a diversity of attractions and to integrate them in a unitary product conception; lack and limits in creating a product reference for the tourist actors from the region (to generate a responsible, solidarity and cooperation attitude); - reduced level of executing personnel qualification and limited competences in marketing; - lack of a strong entrepreneurship, correlated to the own capital limits and reduced possibilities of debt; - lack in Ungheni of networks and tourist firms integrated vertically; - inexistence of some efficient formulas for public – private partnership (lack of a coherent strategy at local and regional level and a program of tourist arranging); - weak quality of reception (in a great part, there is an attitude based on the product and not on the consumer); - declined diversity of game entertainment and lack of integrated products (the offer is predominantly based on the products

The comparative advantages of this local and regional tourist product are: • correlating a variety and complex totality of attractions specific to dynamic markets, which allows the placement on multiple segments, diminishing the dependence risks; • combination nature/culture/rural/ allows the positioning on the alternative tourism markets and attracting some large target markets; • middle degree of urbanization and reduced tourist charge; • increased degree of attractions polarization, allowing products addressed 101

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accommodation plus meal, in a standardized type); reduced accessibility, lack of informational panels (indicators + maps) towards tourist destinations, inadequate arrangement of tourist destinations, lack of auto-routes, streets with two lanes, increased schedule distance to the Chisinau airport, more than 100 km distance); reduced level of accommodation and transport infrastructure quality (for most of topic areas that will be proposed, the accommodation will be realized in structures placed in the rural environment, very few of them offering conditions of minimum 3 stars, and some roads, although pitched, are destroyed); risk of lack of coherence between involved public and private actors.

The product “Hospitality-Nature-Tradition” is addressed to the markets of youth and maturity markets, of alternative type. General common elements of this type of markets are: - resting active / cognitive style; - increased level of education and culture; - affiliation to superior socio-professional categories; - middle incomes and expenses per overnight / stay; - urban environment of origin; - ages between 18 and 57; - Tourist experience and moderated expectations regarding the competitive advantage of the product, the tourists being always seeking for innovation and new destinations; they want detailed information about destinations and read up in advance: • have cultural, ecological and social preoccupations in their daily life environment; • have an increased rate and frequency of departures in vacation (without being concentrated in the top season), with stay duration of 3-4 nights; • prefer individualized, personalized voyages, with an increased degree of flexibility and adaptation; • prefer accommodation in receiving facilities of 2-3 stars comfort (sometimes hotels), of small

From the things synthesized above, it may be deduced that, even if the tourist specifics of Ungheni City and District favors and supports the development of the local and regional tourist product concept, with real potential to benefit of competitive advantages, the concept administration presents a series of competition risks that will be overcome only with this Ungheni Tourism Sustainable Development Strategy and a large publicprivate partnership. Markets and target groups. Positioning tourist product 102

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accommodation, meal, typology of recommended flat– rate voyages and the way of organizing the offer, recommended slogan.

dimensions and administrated by natives for enjoying their hospitability; • prefer specific meals, with local ingredients, manufactured more traditionally / handicrafts than industrially; they are motivated by the will to discover, know, understand, communicate and live the experience of the contact with new systems of value and new populations, to live in nature, to obtain psychic and physical balance necessary to overcome daily constraints and monotony, to observe nature and to live the emotions of discovering nature, fauna and flora of other destinations; show an increased coefficient of elasticity towards the relationship price/quality; prefer to ensure the transportation individually.

A. Topic: Admiring nature, camping, horse walking, cycles and other forms of active resting Promoted value/motivations: the will to evade from a stressing urban environment to a non polluted, harmonious, relaxing one; discover ecologic principles of life, knowing, admiring new experiences (or re-discovered old ones). Basic attractive elements: natural reservations, nature monuments, navigations on Prut, other different outdoor attractions. Contents (activities/actions): camping, bicycling, horse walking / boat, sport fishing, photo chasing. Accommodation: in ecologic small houses, camp sites, in near peasants’ houses. Meal: half-pension, natural, consistent food, prepared “as at outlaws”. Typology of recommended flat-rate voyages and way of organizing, the offer: group stays, with stressing on the participation of an active life style. Slogan: Return to Mother Nature!

The basic markets where to address the product are: cultural tourism market, religious tourism market, ecological tourism market, rural tourism market. The tourist product “Hospitality – Nature – Tradition” offers the advantage of integrated valorization of tourist resources, different topics being positioned on the main tourist markets. The tourist product “Hospitality – Nature – Tradition” is the result of the following approach: product topic, promoted values versus motivations for each topic, attractive, basic elements, contents (activities actions),

B. Topic: Traditional culture, handicraft art and gastronomy Promoted value/motivations: sincere hospitality, authenticity, understanding history, culture and spiritual values, knowing, communication, evolution in a spiritual plan, gastronomy, ethnography and folk, 103

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


C. Topic. Countryside life. Promoted value/motivations: local culture identity, traditions, spirituality, nature, conviviality, communication, integrating in countryside life environment, farm life, local architecture. Basic attractive elements: natural, architectural and social rural environment, agriculture and forestry. Contents (activities/actions): studying and admiring nature, sports, excursions, camping, participating at agricultural works and different combinations of activities specified in the topic areas I, III and IV, respecting the condition of localization in the rural environment and approving some sustainable tourist practices (respecting natural, cultural and social receptor environment). Accommodation: facilities of 2-3 stars accommodation, preferring agro-tourism houses that preserve the local architectural style and offer hospitality, possibility to integrate in life environment and communication with local population. Meal: half pensions or complete pension, with meals centered on local products. Typology of recommended flat- rate voyages and way of organizing, the offer: short and middle time stays, individual, stressing on authenticity and quality of attractive elements that ensure conviviality and possibility to integrate in the receptor environment. Slogans: Vacations in peasant houses / Identity treasures / Sleep a night in haystack.

traditional architecture, discovery, communication, understanding, unique experience; Basic attractive elements: popular architecture (building houses, interiors, decorations), traditional clothes, popular suits, traditional food, traditional music and dances, museums of ethnography and folk, events (holidays, festivals, wine cellars), churches, monasteries. Contents (activities/actions): visits to museums of traditional art and culture, visiting peasants houses visiting monasteries; visiting handicrafts workshops of ceramics, darns, training courses for leaning the crafts specific to Ungheni City and District (clay bowls, dancing and music trainings, participation at religions holidays, traditional meals, wine degustation). Accommodation: facilities of 2-3 stars accommodation, preferring rural pensions that preserve the local architectural style and offer hospitality, possibility to integrate in life environment and communication with local population. Meal: half-pension or complete pension, with meals centered on local products. Typology of recommended flat-rate voyages and way of organizing, the offer: individual and in group stays, combining the attractive elements of the topic with other types of attraction (natural and landscape, museums, sports, agro-tourism). Slogan: Came as tourist – go as a friend!

104 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


(accommodation, meal, transport, entertainment) are bought separately, directly by the tourist; - the price level will be independent of added value, both by producers of flatrate voyages (tour-operators) and the intermediate market (agencies); - an optimal value for money will be established, oriented to the offer attractive component; - no more application of a different price for foreign tourists. The tourist product “Hospitality – Nature – Tradition” will promote the specific values at international level and will ensure the integration of the region with Ungheni in the European tourism; - Considering the conditions of the local offer, the niche strategy will not be applied, or, differentiating the product and applying an attractive price will represent the coordinates of competition strategy; for this, it will be preferred to commerce partially integrated products with a minimum service that will offer identity to the product. Such a strategy will respond to new tendencies in tourist consume: need of autonomy, independence, individuality, flexible products. Policy of information / communication and promotion of tourist product

The proposed topic areas were elaborated following up the integrated use of the existent tourist resources and allow combinations and positions on different markets. The flat-rate packages may be realized on any topic. The product concept will be integrated in an adequate strategy of local and regional marketing. Next, we propose some gauges regarding the price policy, promotion policy and distribution policy, related to the specifics of Ungheni City and District. Price policy. Price policy should point on two main directions: - Price level - Tax modulation Price level The product “Hospitality – Nature – Tradition”, will address to the tourism markets of youth and adults, as well as alternative tourism, the price variable and value for money representing the key elements of competitiveness. In this meaning: - for establishing the level of flat-rate voyages, the offer type doesn’t matter (direct provider, agency, tour-operator), the price will not overpass the sum of included service taxes, if these services

The Strategy of communication and promotion at local and regional level will be 105

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


complementary to the strategy of tourist enterprises and combine all the elements of promotional mix: - advertising (catalogues, brochures, materials distributed directly to different tourist networks, Internet, electronic devices, webpage, advertisements, direct information through post or e-mail); - promoting sales (fairs and exhibitions, reducing taxes, games and competitions, seminars, conferences, workshops, voyages for stimulating mass-media, personalities or partners from tourist taps); - public relations (press conferences, seminars, special events, diverse communication systems to and between involved public and private stakeholders and to mass-media, general public, partners).

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online reservations; non-governmental associations with specialized objectives of tourism promotion, used by tourism companies (ANTREC being one of the most active and efficient); the tourist enterprises from the region, even if heretofore ready to extremely reduced possibilities to involve in efficient strategies of information and promotion, especially, on the international markets, by participating at fairs, festivals, tourism congresses, organized at local, national and international level (most of them in the countries of the European Union).

The promotion objectives may be: - creating the image of tourist product / brand and ensuring the continuity: - sure positioning on the market; - preferential orientation to alternative tourism markets; - increasing the average number of nights per stay and average cashing per tourist; - diminishing the season nature tourism and outlining some models with two season periods.

The system of promoting tourist product will be diversified, from simple clamps (leaflets, brochures), to modern instruments (CD, advertising, web pages, films, public relations – mass-media tours, etc.). The promotion will be realized by: - direct tourist providers from Ungheni City and District, as well as hotel facilities and tourist agencies from the region (many of them having web pages); - tour-operator and reception agencies from the Center Region and national level (most of them from Chisinau); have web pages and offer the possibility to make

In promoting Ungheni City and District, the stress will be on: - attractiveness of the natural frame, protected areas; - specific of the craft art (pottery, wood, handicraft); - attractiveness of churches, monasteries, 106

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architecture, laic culture, history, legends approached in a multilateral conception; traditions of living and resting; landscapes and rural life environment.

As a promotion system, they will: • create and obtain the tourist product / brand “Hospitality-Nature-Tradition’’ on the basis of some quality criteria (possible both on the product and tourist company); this system will ensure the offer control regarding the quality, absolutely necessary that the product ,,Hospitality-Nature-Tradition’’ has its identity; • create a webpage, correlated to other impact pages; the page will provide information about the region and will be constituted in a distribution system; • realize the direct promotion, by e-mail, enewsletter, etc.; • use public relations (promotional tours for mass-media representatives, touroperator agencies, cultural, political and sport elites); • create an agency as a NGO, with specialized function that will promote and support the products distribution. This will also promote, at local and regional level, the funding opportunities, partnerships and constituting networks; • appoint a festive day “Hospitality-NatureTradition”’, that will re-unite the public and private stakeholders with important roles in administrating the product;

realize a brochure, a CD and a film “Hospitality-Nature-Tradition”; create a fidelity book „Nature Card"; this will be used as a mean to realize and commerce the open products, but also as a demand fidelity mean (providing cuts, gifts or gratuitousness, on a certain volume of expenses); participate at events, organizing a specialized panel “Hospitality-NatureTradition”; create networks and partnerships with similar regions, based, eventually, on other types of products.

The main definite elements of tourist product image “Hospitality-Nature-Tradition” that will be able to be promoted by the proposed system, will constitute a combination of characteristics that will ensure the positioning of the product on those 4 main markets (cultural tourism, religious tourism, eco-tourism, rural tourism), respectively: Tradition and modernity; Spiritual heritage; Spirit in life; Living time differently; Creation in nature; Natural preserved variety; Spirit in action. Besides, the promoted values will be remarked by authenticity, uniqueness, tradition, nature and unity of man with nature, integration of spiritual values in daily life; autonomy, individuality, vitality and meaning, communication. For this marketing couple product-market we will choose the image characteristics and the most attractive resources that will allow the 107

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


promotion of values specific to motivations and needs of target groups.

agencies. A solution will be the use of specialized tour-operators on markets to address tourist product “Nature-CultureSpirituality” and develop tour-operating activities in Ungheni City and District, as well as in the Development Region Center in general. Tourism offices Tourism offices that will be created in Ungheni will be able to assume an important role of information and promotion, especially, by internet. Also, in indirect commerce, the tourism centers and offices will be able to support direct tourist providers in the process of information and negotiation, in developing and commercializing flat-rate voyages, as the access of the direct and small dimension providers on intermediary market is limited.

Distribution policy The reduced capital and limits in professional preparation of tourist actors from Ungheni, related to the market extend, diversity of target groups and increased requirements of potential tourists for the product “Hospitality-Nature-Tradition”, will oblige us to use indirect distribution systems. Main channels of indirect or intermediate distribution will be: - distribution agencies; - tour-operators (tourism producers); - tourism offices; - clubs, syndicates and professional associations - electronic distribution (on-line).

Clubs, syndicates and professional associations Used, especially, on the rural tourism market and complementary markets / on the market of meeting tourism and sport tourism.

Distribution agencies Commercializing through distribution agencies will have a lot of advantages: the commercializing geographical area will be enlarged, the possibility to commerce the tourist product “Hospitality-NatureTradition” will be multiplied, the language barriers and lack of trust on issuing markets will be overcome (in case of international tourism).

Electronic distribution (on-line) Distribution by internet will be the ideal mean to address to the international market for destinations with reduced commercializing potential, far from the issuing enters and interested to place on diverse markets from extended regional areas. We will propose the creation of a central system for online reservation at Ungheni City and District level,

Tour-operators Commercializing through tour-operators presents almost the same categories of opportunities as those of distribution 108

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with an access tax as a fixed or fluent fee, depending on the volume of the intermediate sales. At the same time, depending on the fund resources and human capital, as well as the capacity of combining different services in flat-rate voyages, the local tourism producers will use direct or indirect (by correspondence) distribution channels. In this case, they will constitute partnerships within some networks or commerce associations.

will be related to the specific conditions of Ungheni City and District.

4.2 Tourism advertising promotional tools effectiveness grid To have better evidence in using advertising and promotional tools in marketing and communication campaigns for the tourism development of Ungheni, an effectiveness grid has been realized assigning a rate (4 max, 1 min) to determine the effectiveness of the single tool used.

In conclusion, the tourist product “Hospitality-Nature-Tradition” will be successful because it will be centered on cultural and natural resources, with uniqueness and authenticity elements and Promotional Tools or Means 4 Advertising on paid press

Effectiveness (4 max, 1 min) 3 2

1 1

Little effectiveness Incentives needed Advertorials on specialized press 3 High effectiveness in good relation with journalists Articles on press 2 Effective. Little freedom Public Relations (media) 2 Resources needed. High indirect press advertisement Public Relations (lobbying) 2 Easier access to powerful but protected tools. Traditional Tour Guides 3 Irreplaceable. To update and customize. Tour Guides (iPhone free Apps) 4 High effectiveness. Several iPhone consumers. Tour Guides (iPhone paid Apps) 3 see above Institutional/Commercial Advertising on 2 Little effectiveness. Useful for aged people newspapers and magazines tourism. Direct marketing/Direct communication 3 Rarely used. Wide databases. Well trained staff. Web marketing/Web communication 3 High effectiveness. Not to use as spam. Mailing List to trade 3 Customize messages. Mailing List to consumer 4 Highest effectiveness with CRM. 109 Relationships needed. Educationals 3 High cost. Good effectiveness. Need to be S U S T A I N A B L E T O U R I S M D E V E L O P M E N Tpermanent. AND ACTION PLAN City of Ungheni – 3Republic of Moldova Development Missions see above


Presentation Blitz

2

Exhibitions

1

Workshops Road shows Documentaries and videos Events on the territory

2 3 2 4

TV Advertisement Television dedicated Space and Program

3

Radio Advertisement Radio dedicated Space and Program Movie Theater Advertisement

3 3

Auteur Film and TV serials

1

1

4

Co-marketing with local operators Dedicated CD-ROMs

3 2

Audiovisual equipment Electronic Games (set on the territory for adults and children) Quality Publications

2 4 2

Touring Exhibits Wine and Food Dealers Art objects and Costumes reproductions Quality Posters

3 4 3 2

Advertising Promotional Gadgets e material

3

Web 2.0

3

Blog

4

Communities Facebook Twitter YouTube

3 3 4 4

Alternative to exhibitions. Proficient human resources. Little effectiveness. Dispersive.

Good for skilled people. Real product to sell. Little effectiveness. Bad sellers. Essential. Web distribution to consider. Highest effectiveness with consumer and trade. High costs. Extremely low redemption. High effectiveness. Costs to assess. Lobbying importance. High costs. Extremely low redemption. Effectiveness on niche audience. Good diffusion. Little crowded. Good effectiveness. High effectiveness and costs. To link to comarketing, promotion and lobbying Collaboration. High effectiveness. Effectiveness decreases. Cds vs web. Declining effectiveness. Too conventional! Declining effectiveness. Too conventional! Important tools. Risk remaining untouched. Good effectiveness. Qualified staff. Effective. Tourists love specialties. Create vivid and quite real images. High effectiveness. Highest quality. Effectiveness if high quality. Paper materials less and less effective. Innovation. Curiosity. No certainties on effectiveness yet. Highest effectiveness with lowest effort. Steady presence needed. Low selling. See above See above See above See above

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Social Networks AdWords Campaigns

4 3

Pay Per Click Campaigns

2

Highest effectiveness. Staff to be trained to complaint management. High effectiveness. High redemption. Need of a good budget plan. Ups and downs. Effectiveness decreases with use. Redemption to assess.

4.3 Implementing the Action Plan

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Action plan The action plan will comprise activities that will be realized for achieving strategic and specific objectives, direct and indirect beneficiaries, managers, terms, estimated costs, financial resources Action Plan/ Strategy of Tourism Development in Ungheni City / CIUDAD / EC Project (with rural localities fromUngheni District) Objective Balanced

and

sustainable

Measure/Action/ Activity Realizing (creating) and updating the tourist offers of Ungheni City and rural localities of Ungheni District

Terms Yearly

Targets Tourists

Tourism services

Tourism agencies

providers Tourism agencies ANTREC

Foreign tour

Tourism services

operators

providers Tourism agencies

valorization of tourist potential in

Ungheni

proximity

City

and

its

Realizing complex tourist products, by promoting combined offers from other tourist areas

2014-2019

Tourists Offering remissions for a 10 years period from the moment of

2013-2014

Legislative initiative

classification to the owners of tourist pensions, economic agents

2013-2014

Legislative initiative

of tourism development (transportation means, pensions,

Funds of involved organizations

Increased number of tourists

Budget

Increased number of pensions

NGOs ANTREC

Budget

Created conditions for tourism sustainable development Increased efficiency of tourist activities Increased the visitors

Tourism services

gardens, forests, alleys, parks, etc.) through programs and

providers Tourism agencies

governmental easements 2014-2015

authorities and transportation operators for ensuring the necessary transportation means on tourist itineraries, with

The visitors use common transportation means

Ungheni City Hall / rural localities Unities of transportation services providers

Local budgets Funds of involved organizations

Ecologizing the tourist area

Environmental NGOs

Funds of involved organizations

establishing some attractive itineraries and schedules Programs to involve volunteers and NGOs members in maintaining the landscapes quality and cleanness

Results Promoted tourist offer of Ungheni City and District

providers Tourism agencies

authentic crafts.

Establishing and developing partnerships between local public

NGOs ANTREC

Resources Local budgets Funds of involved organizations

Tourism services

that develop ecologic agricultural farms, ecologic layovers,

Stimulating the small entrepreneurs to create and keep the factors

Responsible ANTREC

2013-2017

weight that use common transportation means

112 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova

The area sustainable development


Realizing a program to promote the ancestry dot ”At craftsmen

2013-2017

Craftsmen

home”

Stimulating local, national and international cultural events

Creating networks of exhibitions for selling native handicrafts

Developing and diversifying the tourist

and

Culture NGOs Craftsmen

2013 -2019

2015 -2019

Preserving and promoting cultural customs and traditions

Ungheni City Hall / rural localities

Promoting handicraft products

District Department of

District Department of

Funds of involved organizations and institutions Attracted inner and external funds

Visits to the craftsmen

Local budgets Budget of

Increased number of cultural events

involved institutions

workshops Promoted traditional crafts

Culture

Culture Craftsmen Businessmen

Funds of involved organizations and institutions External funds

local specifics for tourists

Ensuring souvenirs with

Identifying, arranging and re-arranging the rustic structures for receiving tourists

2014 -2015

Preserving and promoting customs and traditions

Ungheni City Hall / rural localities Businessmen

Local budgets Funds of involved organizations External funds

Number of houses that preserve the traditional specifics

Encouraging and building structures an atmosphere specific to Ungheni

2014 -2019

Preserving and promoting customs and traditions

Ungheni City Hall / rural localities

Local budgets Funds of involved organizations External funds

Number of houses that preserve the traditional specifics

Increased tourist attractions

CCI Ungheni ANTREC

Local budgets Funds of involved organizations External funds

Increased number of tourists

entertainment

industry in Ungheni City and its

District Department of

proximity Analyzing and conceiving new tourist products that put into evidence the tourist brand from Ungheni: • museum of crafts • museum of Bread • museum of wine and vineyard • museum of Ungheni railway • museum of Stalinist victims • museums night • aqua park at the lake Delia • tracks for cyclists RO-MD • outdoor concert space • city swimming pool • marked pedestrian and horse ecologic routes • camping • fishing area at Prut • event addressed to people that are abroad for labor

2014 -2017

Businessmen

113 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Identifying the representative number of original and innovative tourist products on the external market

2014 -2017

Drawing up the list of authentic producers of traditional art from Ungheni City and rural localities from Ungheni District

2013

Including in tourist offers / programs, besides visiting some cultural attractions (museums, churches, monasteries, etc.) some optional programs like:: carriage walking, horse walking, boat walking,etc.

2013 -2016

Conceiving and promoting voucher, that allows to visit monasteries or more museums at a promotional price

2016 -2019

Elaborating personalized offers of Ungheni City and neighbor rural localities that attract and apprehend tourists for at least 2-3 nights

2015 -2019

Promoting the tourist Ungheni

NGOs

Authentic producers of traditional art

District Department of

Diverse tourist program

Tourism services

ANTREC

Funds of involved organizations External funds

Known and promoted authentic producers / valued craftsmen

Culture

providers

Increased quality of tourist services

Funds of involved organizations

Increased number of tourists

Funds of involved organizations

Increased number of tourists

Funds of involved organizations

Increased number of tourists overnights in Ungheni with diversified tourist offer

Funds of involved organizations

Increased number of tourists

Funds of involved organizations External funds

Diffused tourist information

Funds of involved organizations

Registered the brand of tourist Ungheni

Tourism agencies Practicing promotional prices

Tourism services

Attracting tourists in Ungheni

Tourism services

providers Tourism agencies

providers Tourism agencies

Promoting low prices for minimum service packages provided by structures of receiving tourists from Ungheni

2016 -2019

Creating a site of tourism products from Ungheni and rural localities of Ungheni District

2014 -2017

Creating and registering the tourist brand Ungheni at OIM (logo, emblem, brand)

2014 -2017

Practicing competitive prices

Tourism services

Promoting the tourist Ungheni

NGOs

Unitary promotion of tourist Ungheni

NGOs Businessmen

providers Tourism agencies

Businessmen

114 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Forming and increasing the quality

of

tourist

2013 -2019

Tourism agents and providers

ANTREC NGOs Institutions specialized in formation

Funds of involved organizations External funds

Increased number of persons specialized in tourist services

2013 -2019

Personnel that will work in tourism

Education Department/ Lyceums/ Colleges

Budgets of involved institutions

Professional formation of the personnel that provide tourist services

Perfection of the preparation of the personnel from museums for a modern activity, adapted to tourists requirements

2014 -2017

Competent guidance

District Department of

Budget of the involved institution

Satisfied the tourists needs of knowing

Perfection of the preparation of businessmen to involve in tourism, especially, in the techniques of promotion offer, market studies, inner and external marketing

2014 -2017

Facilitating the adequate preparation of businessmen

CCI Ungheni

Funds of involved organizations external funds

Increased quality of tourist services

Asserting quality standards of tourist offers and services by assisting and stimulating the providers of tourist services

2014 -2017

Providing quality tourist services

CCI Ungheni

Funds of involved organizations External funds

Increased quality of tourist services

Supporting, initiating and submitting for financing projects that put

2014 -2015

Promoting cultural and traditional values

Halls/ rural localities

Local budgets Funds of involved organizations and institutions Attracted inner and external funds

Number of projects with external funding

Local budgets Funds of involved organizations and institutions Attracted inner and external funds

Number of projects with external funding

Local budgets Funds of involved organizations and institutions Attracted inner and external funds

Number of projects with external funding

Organizing perfection and preparing courses in marketing, gastronomy, behavior, specialized guides, tourism legislation, etc.

services

providers

Preparing personnel with a middle qualification, adapted to tourism requirements, within the classes from lyceums / colleges, re-qualification courses by Labor Force Agency

Promoting tourist projects with external funding

Culture

into tourist value the cultural-spiritual and traditional events and

Culture NGOs

destinations

Realizing projects that put into value the elements of cultural-

District Department of

2013 -2019

historical and rural architecture patrimony

Promoting cultural and traditional values

Ungheni City Hall/ rural localities District Department of Culture NGOs

Promoting programs of rural tourism – traditional cuisine with ecologic agro-alimentary products, local communities that keep and practice old ethno-folk traditions

2013 -2019

Promoting cultural and traditional values

Ungheni City Hall/ rural localities District Department of Culture NGOs

115 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Realizing projects that put into a tourist value tracks for cyclists,

2014 -2015

camping and entertainment

Diversifying entertainment forms

Ungheni City Hall/ rural localities District Department of Culture NGOs

Realizing the project ” The traditional vacation mini village” near

a

environment investments Ungheni

City

favorable to

in

Realizing new space of resting and entertainment in a traditional style

Ungheni City Hall Public / private partnerships

Local budgets Funds of involved organizations Attracted inner and external funds

Created and included a vacation mini village in the tourist circuit

2013 -2019

Realizing entertainment areas

Ungheni City Hall/ rural localities Public / private partnerships

Local budgets Funds of involved organizations External funds

Improved green spaces

Local budget Funds of involved organizations External funds

Extended resting and entertainment areas

attract

tourism and

Rehabilitating and modernizing squares, parks, resting and entertainment areas from Ungheni City

in

neighbor

adequate

signalization

of

road

entertainment areas

2013 -2019

Realizing new entertainment areas

Ungheni City Hall Public / private partnerships

Drawing up the extended list of tourist destinations that will benefit from reparation, renovation, restoration, equipment, modernization, with identifying the funding sources

2013

Historical monuments

District Department of Culture Ungheni City Hall/ rural localities

Realizing and installing tourist signalization to tourist destinations and accommodation unities

2013 -2015

Facilitating the identification of tourist destinations

Ungheni City Hall/ rural localities Public / private partnerships

Local budgets Funds of involved organizations External funds

Number of indicators to tourist destinations and accommodation unities

Realizing and developing the necessary road infrastructure in the tourist area: Ungheni City and neighbor rural localities with tourist potential

2013 -2019

Creating road infrastructure in the tourist area

Ungheni City Hall/ rural localities

Local budgets District budget Inner and external funds

Length of rehabilitated / modernized roads

Identifying, arranging, modernizing and extending

2013 -2019

Realizing new

Ungheni City Hall/

Local budgets

Created new

tourist

Known the priorities and funding necessary

objectives and accommodation unities

and resting and

Arranging resting and entertainment areas on the banks of the lake Delia and river Prut from Ungheni City

localities with tourist potential

Developing

Realized tracks for bicycling, camping and entertainment

2013 -2019

the Ungheni Palace of Culture and including it in the tourist circuit

Creating

Local budgets Funds of involved organizations and institutions Attracted inner and external funds

116 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


entertainment areas and recreation spaces within Ungheni City and rural localities with tourist potential

Promoting Ungheni City as

entertainment and recreation areas

rural localities Public / private partnerships Ungheni City Hall ME Apa Canal ME Communal services Halls/ rural localities Education Department

Funds of involved organizations External funds Local budgets Funds of involved organizations

entertainment areas and recreation spaces

Developed ecologic tourism in urban and rural environment Length of utilities networks realized and modernized Increased number of camping areas that offer adequate conditions for parking and waste collection Increased quality of tourist services

Modernizing and realizing utilities networks within resting and entertainment camps from Ungheni City and rural localities with tourist potential

2013 -2019

Students that participate at resting and entertainment camps

Realizing, modernizing, extending networks and alimentation facilities with drinking water and sewerage in the new quarters of Ungheni City and neighbor rural localities with tourist potential

2013 -2019

Developing utilities infrastructure in the urban and rural environment

Ungheni City Hall ME Apa Canal Halls/ rural localities

Local budgets Funds of involved organizations Attracted inner and external funds

Arranging parking spaces in camping areas, extending and realizing location for temporary waste storage in Ungheni City and rural localities with tourist potential from Ungheni District

2013 -2019

Facilitating car parking in camping areas

Ungheni City Hall Halls/ rural localities Public / private partnerships

Local budgets Funds of involved organizations External funds

Asserting quality standards of tourist offers and services by assisting and stimulating the providers of tourist services

2014 -2017

Providing quality tourist services

CCI Ungheni

Funds of involved organizations External funds

Elaborating leaflets, tourist maps, CDs, promotional materials on tourism in Ungheni

2012-2013

Promoting Tourism

Ungheni City Hall NGOs

Local budget Attracted inner and external funds

Increased interest of tourists to visit Ungheni

Elaborating a yearly calendar of events: festivals, fairs, city days, etc.

Yearly

Facilitating tourists access to events

District Department of Culture Ungheni City Hall Halls/ rural localities

Local budget District budget

Increased number of tourists that participate at organized traditional manifestations

Launching an Office / Center of tourist information in

2013 -2014

Facilitating tourists

Ungheni City Hall

Local budget

Correct, competent

a cultural and ecological tourist destination

117 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova

Increased interest of children and students for resting and entertainment camps


Ungheni City

access to tourist information

NGOs

Funds of involved organizations External funds

and fast information of tourists

Office/ Center of tourist information Tourism services providers Tourism agencies District Department of Culture NGOs Tourism services providers Tourism agencies

Funds of involved organizations

Increased interest of tourists for the area

Funds of involved organizations Attracted inner and external funds

Promoted the image of tourist Ungheni

Developing collaboration with other centers of tourist information from the Republic of Moldova to realize and promote tourist circuits that connect successful tourist areas

2015 -2019

Practicing diverse tourism

Realizing a Info Tour - program ” Excursions of hospitality”, with the participation of mass-media representatives

2013-2019

Attracting massmedia attention

Including tourist offers from Ungheni in tour-operators catalogues

2014-2015

Promoting tourism

ANTREC Tourism services providers Tourism agencies

Funds of involved organizations and institutions

Increased interest of tourists to visit Ungheni

Promoting and introducing natural parks and reservations in national eco-tourist circuits

2015-2019

Promoting new places for tourism

Ungheni City Hall Halls/ rural localities Tourism agencies

Local budget Funds of involved organizations

Increased tourist attractions in Ungheni

Realizing a street electronic point of tourist information on the basis of a soft application of tourist promotion

2015

Facilitating the knowing of tourist destinations

Ungheni City Hall Office/ Center of tourist information NGOs

Local budget Funds of involved organizations

Number of tourists that are informed

Participation of profiled firms, professionals and patronage associations at specialized promotional manifestations

2014-2019

Increasing the external visibility of tourist services providers

CCI Ungheni Associations of craftsmen

Funds of involved organizations

Participation at minimum 4 yearly promotional manifestations

118 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Participating at national and international tourism fairs, with organizing the days of Ungheni City

2013-2019

Facilitating knowing information about Ungheni

Craftsmen Tourism services providers Tourism agencies

Funds of involved organizations

Promoted the image of tourist Ungheni

Ecological education of citizens from Ungheni City and rural localities from Ungheni District

2013 -2019

Access for public to ecological education

NGOs Education Department / Lyceums/ Colleges

Funds of involved organizations Attracted inner and external funds

Environment protection

Popularizing the environment legislation and increasing the ecological education

2013 -2017

Facilitating the knowing of environment legislation

NGOs Education Department / Lyceums/ Colleges

Funds of involved organizations Attracted inner and external funds

Known the environment legislation by a big number of inhabitants / citizens

Involving tourism agents and providers in conserving and keeping the environment as a basic element of tourist offer

2013 -2017

Tourism agents and providers

Ungheni City Hall Halls/ rural localities NGOs Education Department / Lyceums/ Colleges

Local budgets Funds of involved organizations External funds

Increased number of tourists that take care of environment

119 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


tourism to Ungheni, in Annexes (?), the following elements have been discussed: - Criteria for the use of resources - Key tourism products - Composition of the "packages" of tourist services - Internal organization of the sector (role of local control ...) - Effects of tourism development and impacts

4.4 Market position Ungheni region is not yet to be considered an interesting zone of Moldova. It’s just at the border with Romania with a quite acceptable roads and railroads network. The accommodation facilities are very poor with the exception of Ungheni town. Foreign languages except Russian are unknown, education and competencies in hospitality are unknown, cultural heritage valorization is just in embryonic situation, good leisure attractions and amenities are not available except few restaurants & pubs. Given the geographical location of Ungheni district, the region's tourism development, will generate many positive effects for the national tourism product development and connection to the European tourist networks.

4.5

As well as some development models, something that has been identified is: - Pre-development conditions - Priority areas for tourism development - Tourism products to be activated: o Ungheni city and rural areas in different levels of hospitality o path-adventure group o path to self-Adventure o semi-assisted path o routes of knowledge of ethnic o circuits in conjunction with other countries o other integrated packages - Programs for the organization of internal resources - Definition of a possible development path

Creation and selection of the Integrated packages of Tourist Offer

As we wrote in the previous pages, the most important actions and efforts must be directed towards the development and transformation of the resources of Ungheni City and its surrounding area. Resources have to become attractions and useful products for tourist purposes. In accordance with the main opinions of Tour Operators acting both for inbound and outbound tourism Development and strategic actions for

One of the specific objectives of the Project CIUDAD and the expected results is “Increased capacity and development strategy” (R2 of the Logical Framework) through working groups and simulation 120

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

proposal of at least 3 IPOT, in order to facilitate the increase of the tourist flows and cooperation with some Tour Operators interested to the Ungheni tourist and/or hospitality offer. The terminology of IPOT is adopted by the EU in the Structural Funds 2007-2013 -Measures concerning Tourism and Local Development. In spite of the heavy difficulties and weaknesses already largely exposed in the study, we have considered, as exposed in Annexes (?) the possibility to exploit some Integrated Packages of Tourist Offer for Ungheni. The outcome of all the analyses, suggestions and proposals we have already done, is the creation of a small number of IPOT, so that the capacity building of the partners in Moldova could find a practical issue, in order to start an experiment towards a successful tourist planning and management of the towns and its most meaningful neighborhoods and test the transition from the attractors to the tourist products valorization. An IPOT needs to be designed and proposed with some specific and minimal requirements, before being “offered” and communicated to the target market. These features are mainly: - Accessibility: the components of the tourist offer should be accessible both to join it without excessive difficulties and for the availability to be visited on the spot, once arrived

-

-

-

Duration: for the IPOT of our proposal the ideal duration should be from 2 to 5 days (e.g. the Ballet Festival in Ungheni, with shows, evenings, dinners, excursions, wine tasting etc.) Knowledge: the IPOT must be carefully known “before” selling Meaningfulness: for the target groups of visitors, guest, clients Competitiveness: in comparison with the other similar offers, especially in the pricing Integration of all the components and services (flow of delivery and quality assurance) Governance: all the actors involved (City Hall, Public Tourist Agencies, Info points, Hotels & Restaurants, Transport services, Tourist guides, Museums and cultural sites etc.) must be coordinated.

An IPOT must be designed with the following contents: • How to join the destination • How to move within the destination • What to see and visit • What to do (e.g. to wear a suitable dress...) • Where to sleep • Where to eat • Which is the best period to go • Events and similar (cultural, religious, civic…or weddings, conventions, sports…) • Excursions 121

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


Graphic 1 - The IPOT Value Chain Pre visit image/ messages After visit contact and memories

•

Pre visit information

Making bookings

Journey to destination

Initial welcome

Information in destination

Farewell and return journey

Infrastructure and environment

Attractions and amenities

Places to eat

Places to stay

the two factors frame: cost (high/low) and redemption (high/low)

Tools for knowledge and information

Promotion of an IPOT Graphic 2 - The advertising tools matrix - Source: Romano Toppan & Salvatore Carlo Vigo (copyright)

Graphic n.2 shows the positioning of the different promotion and advertising means in

122 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


5. Suggestions for implementing an active Municipal Tourism Policy The Municipality of Ungheny to get the best results from this project has: 1. To approve officially the Tourism Plan as strategic component of the urban policy 2. To apply one or another of the quality certification marks or measures 3. To establish a Tourist Office within the City Hall with qualified personnel 4. To instill a diffused sense of history and urban brand into the citizens, especially into young people and students. 5. To introduce the tourism plan in the institutional programs since the beginning of the period of each municipal government, regardless to the color of the elected government 6. To monitor the quality of the facilities, infrastructures, hospitality services (hotels, campsites, restaurants, leisure and recreational zones, travel agencies, tourist information office, tourist guides, bed and breakfast, etc.) and promote their installation if not existing or not suitable for a friendly-costumer hospitality 7. To ensure the minimal accessibility means 8. To ensure the welcome and information to the visitors 9. To co-operate with all the players of the tourism value chains (transport industries and companies, roads and railways companies, air flights companies, hotels and other hospitality enterprises,

television, broadband, internet accesses, telephone companies, cultural and educational institutions, cultural or ecological associations, sport associations, health services, emergency supporting organizations etc.) 10. To protect the quality of the environment through the proposed action for the green economy approach it is also necessary to implement, monitor and ameliorate projects and activities for the waste recycling, energy saving technologies, water treatment, forests conservation, natural reserves and parks, valorization of the rivers and creation of greenways for walking, biking and horse trekking, implantation of gardens, city parks and urban decorations, lights, trees, etc. 11. To enhance the socioeconomic conditions of the population by means of job and new tourist enterprises creation, qualifications of the existing hospitality facilities and services, tourism awareness programs for the citizens, education and training of tourism business personnel.

123 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


6.

Suggestions for implementing an accreditation system for Assurance of Sustainability and Quality Management in Tourist Destinations

According to the Sustour Logframe point,

Ungheni City Hall, to increase its own

concerning the adoption of at least 1

attractiveness.

sustainable

or

Ungheni, a very “green town”, full of forests,

certification, Ungheni has to consider with a

gardens, trees and large roads, is the ideal

great interest the FLOWERY CITY MARK and

place to be improved in its “attractiveness”

its

through an intensive urban decoration.

tourism

requirements,

Memorandum

of

accreditation

according Understanding

to

the signed

Areas of specific interest are: the “historic

together with Kutaisi and San Donà del Piave:

chestnuts trees” which profile the “entry”

MoU N.5 (Exchange and cooperation on the

and first perceptive welcome of Ungheni, its

urban decoration strategy in management of

central square with all the trees and flower

gardens, parks and flowers-beds, pedestrian

beds, the plant of new trees and bushes

zones and bike reserved areas).

along the town streets and avenues, to

The criteria and requirements of the two

endow the windows of the houses with

National First

by the

flowers, to incentive the care of the gardens

Municipality of San Donà di Piave will be the

and parks, both private and public, with light

“exemplary” model: the Prize of Green Town

and basic infrastructures to enjoy them

( in 2009) and the Prize of the Flowery Town

(seats, swings for children etc.).

(in 2010): these Prizes are assigned every year

Just to consolidate and provide a framework

to the towns which performed at the

of continuity

excellence level in their urban decoration and

cooperation about FLOWERY CITY MARK,

landscape.

Ungheni has to be disposed to sign a

The Assurance of Sustainability and Urban

twinning with San Donà di Piave, according to

Quality Management is a basic purpose of

the guidelines of the Twinning Manual 2012,

Prizes

achieved

of that

purposed urban

124 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


proposed by the European Commission35, with the possibility to receive the relevant financial aids, if applicable. Nevertheless, a twinning project should be adopted in any case.

35

This Twinning Manual provides practical and comprehensive information for public sector experts involved in the preparation and implementation of Twinning projects. Title is : INSTITUTION BUILDING IN THE FRAMEWORK OF EUROPEAN UNION POLICIES COMMON TWINNING MANUAL ( revision 2012).

125 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


7. 7.1

How to get resources to implement the plan activities. At the same time negotiate with private companies and banks to implement all forms of financing project and publicprivate partnership. It is very important that the Municipality create a network able to diffuse the reputation and tourist offers of the city.

Negotiation with National and International Institutions

First of all the Municipality has to act at National levels and with European and/or International Institutions providing aids and financial support for the infrastructures, hospitality enterprises, rehabilitation and reuse of the historical buildings for tourism

8.

Monitoring and fine tuning

8.1

Indicators for monitoring and assessing the path for Ungheni tourism development

To monitor and assess the results of tourism development strategy and action plan implementation in Ungheni City, the suggestion is that the Municipality should get some technical assistance activity from tourism marketing specialists acting at international level for: • takeover of the markets of greatest interest for operating marketing • identification, contact and steady acquisition of tour operators who could be potentially interested to work in Ungheni • gradual rise of Ungheni as a destination in the international tourist markets, with an organized and coherent image linked to the resources and the existing tourist potentialities

promotion and development of the foreigners’ investments in projects connected with the development of the city tourism identification and gradual elimination of the existing bounds for the development of tourism reinforcement of the institutional skills of Ungheni authorities in planning, orientation, control, promotion, development

8.2 The need for regular monitoring As this plan will have illustrated throughout, tourism is a dynamic and ever changing industry heavily dependent on a number of factors outside the control of those involved. It is inevitable, therefore, that tourism will evolve over time. A typical tourist destination life cycle normally runs through six stages (see diagram). To be able to respond to these 126

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

changes and avoid the ultimate stagnation and decline scenario, it is vital that the tourism strategy has a dedicated monitoring program in place. Only by having a ‘finger on the pulse’, through regular monitoring and feedback, will it be possible to react to issues early enough before they become problems, and so create a dynamic destination that is capable of adapting to market opportunities and changing preferences. This is especially true for the relatively smaller more specialized markets. Unfortunately, this

impacts on the environment ; impacts on society; needs and expectations of tourists. Developing a monitoring program around these four factors will help to: - identify the positive effects of the strategy in these four areas; - identify any negative effects; - establish trends over time; and - provide a feedback loop for initiating an appropriate management response. The program itself must therefore also

element is all too often forgotten or given insufficient resources.

determine what information is needed to answer these questions, how this is to be collected, who is involved, how often it will be collected and what it will cost. The latter plays an important part in the pragmatic reality of monitoring. There is little point developing a detailed and comprehensive monitoring system if the resources are not foreseen to make it work. Dedicated tourism surveys are the most effective way of assessing progress, but they

8.3 Essential ingredients monitoring program

of

a

There are essentially four imperatives around which the monitoring program and adaptive management response should be developed. These find their roots, once again, in the pillars of sustainability: - impacts on the local economy; 127

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


are expensive and need therefore to be interspersed with other monitoring techniques such as benchmarks or sustainability indicators. These are an increasingly popular means of fixing measurable parameters that help determine the impact of tourism in an area. They can indicate whether or not the positive effects are materializing as foreseen (performance indicators), or whether there are certain unexpected negative impacts that need to be addressed (stress indicators). Indicators are however quite complex to establish. Universal indicators do not as yet exist although the World Tourism Organization and others are working on this. As a result, every destination will need to develop its own set of indicators in function of its particular circumstances and the information it requires. The following provides some ideas of what to consider.

-

increasing steadily, whether they have reached or exceeded the carrying capacity set in the tourism strategy, or whether they are starting to stagnate or decline. Monthly fluctuations will determine the seasonality of tourism, whether there is a significant difference between the peak seasons and the low seasons, and what is happening during the shoulder seasons.

Basic tourism information should include: -

8.4 Performance indicators Gathering basic tourism statistics First, basic statistics are needed on the tourists and on their use of facilities in order to create an accurate picture of tourism in the area and to assess overall impacts and performance. Amongst the elements that can be determined from these statistics are the following: - The total number of visitors per year will help to monitor progress over time, and reveal whether visitor numbers are

-

-

Nationality and origin (within same country) Age/sex Occupation Income levels (often divided into 4 main brackets) Whether travelling in a group, family, couples, individually, etc. Length of stay Time of holiday (what dates) What they visited and did in the area Where they stayed How they found out about the destination What made them choose this destination Whether they had been before Whether they would come again

Holiday profiles will reveal what people do whilst at the destination, whether they come for short trips or longer trips, for specific activities or for the area generally, for relaxation or to actively seek out certain nature and heritage features. Visitor profiles will provide a picture of the type of tourists that visit the area, where they come from, whether they travel in groups or alone, what age group and income class they come from.

128 SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

At some stage though, a dedicated full-scale visitor survey must be undertaken. The importance of this cannot be overemphasized. It is the only way to get a proper feedback on the effects of tourism and is therefore well worth the financial investment. Aggregating and extrapolating from the different sources of information will only highlight the most obvious trends, but will miss out on all the subtle nuances that a more detailed survey is capable of delivering, and that are so important for determining a suitable management response. Ideally, this survey should be undertaken at least every two years so that progress can be determined over time. It should also involve tourism professionals, who have the experience in devising reliable questionnaires and interpreting the results. Gathering information A dedicated survey will help to fill gaps in the tourism statistics and provide feedback on the following: - Economic impact for individual tourism businesses and for the local community as a whole. Interviews and surveys of these businesses coupled with an analysis of overall economic and employment trends will help to reveal whether the economic impact has been significant or not. It will help to determine, for instance, whether businesses are profitable and competitive, the local economy has diversified, employment figures have

Success of different attractions Information gathered on each of the attractions will help to identify which ones are having more success than others and what the reasons for this might be.

How this is gathered will depend on the management set up of the destination. It may be that the management body has several key attractions and a tourism information centre where regular censuses can be undertaken or where visitor counters can be installed. It may even have a dedicated research team who are able to carry out regular surveys themselves. This is the ideal scenario. More often though, the options are limited so every effort should be made to involve all stakeholders in the process, wherever possible. This would mean that every business would be encouraged to keep its own tourism records. Not only can this help them to assess their own performance and visitor satisfaction levels, but it will also provide the management body with the raw data needed to evaluate the destination’s overall performance. If the use of questionnaires to gather this information is too onerous for some businesses, then providing visitors with a suggestions box or visitor book where they can write in their comments about the place is a useful alternative or addition. A periodic check of these will help to identify if the overall perceptions are positive or if there are an increasing number of negative comments. 129

SUSTAINABLE TOURISM DEVELOPMENT AND ACTION PLAN City of Ungheni – Republic of Moldova


-

-

-

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Details of how tourists found out about the holiday, why they decided to choose this particular destination and how they organized the logistics of their trip in terms of choice of accommodation, reservation, transport, etc... will help to determine whether the marketing strategy is performing as expected

improved, and generally, whether the initial investments are paying off. Environmental impacts particularly as regards the conservation and protection of the natural and cultural heritage features upon which tourism is based. Are they in a good state of maintenance or have they suffered from wear and tear. Are there any positive spin-offs for heritage conservation generally in terms of greater awareness, more sensitive environmental policies, additional funds, etc. Social impacts for the local community in terms of better living standards or on the negative side high prices, better job opportunities and skills training. Also of interest are the less materialistic aspects concerning revival of traditional arts and skills, greater social cohesion, all of which can be drawn out from interviews with local people. Level of visitor satisfaction Information on visitor satisfaction levels will help to reveal what tourists appreciated most and what they liked least, whether their expectations had been met and whether they intend to return for another holiday to the same destination. Also, whether any quality standards or labels affected their choice of destination or individual activity. Marketing success Finally, the successes and failures of the marketing strategy should also be given full consideration.

Once the annual statistics and occasional surveys are complete it will be important to make these readily available to stakeholders. This will help them to keep up to date about the performance of the destination as a whole, and to consider any individual adjustments they may need to make to their own individual facilities, in order to adapt to changing needs and opportunities.

8.5 Stress indicators Stress indicators are the third cornerstone of a monitoring program and serve to complement the basic tourism statistics and the dedicated surveys by introducing an early warning mechanism into the process. Essentially, this involves finding certain key trigger factors, which can be easily monitored. If these are activated then it will send a signal that it is time to carry out a more detailed investigation. The European Commission has recently published a report on early warning systems for tourism destinations which is worth consulting. -

Environmental indicators

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A benchmark for these carrying capacities will already have been estimated during the development phase of the tourism strategy. Now is the time to test whether these estimates were correct or whether they will need to be revised upwards or downwards.

For tourism that is based on natural and cultural heritage, environmental stress indicators are essential. Even with the most carefully thought out facilities, it is not always possible to predict the impact of tourism on the environment. It is therefore important to be able to spot negative trends or impacts early on in order to be able to respond to these concerns before they become real problems. The kind of impact will depend on the type of activities being undertaken but generally include a wide range of factors from water and waste pollution to trampling and disturbance of wildlife. The significance of the effects will depend in turn on the vulnerability of the environmental features concerned and on the intensity of use. Possible environmental stress indicators should be devised in function of these concerns. For instance, in the case of water and waste pollution regular monitoring of water quality will help to reveal any changes in pollution levels. For habitats, along a trail for instance, erosion and visible degradation would be obvious stress indicators. In all cases it is also important to establish a link between the environmental impacts and visitor density (volume of visitors over the year), intensity (maximum number of visitors in a given time) and activity (consumptive/non-consumptive, passive/ active). This will help to determine the visitor levels and patterns that can be tolerated by the environment without significant damage.

- Indicators of visitor satisfaction Psychological stress indicators provide an early warning system for reduced visitor satisfaction levels. If tourists are less than satisfied with their visit, they are unlikely to come back or recommend the place to others. Eventually, the overall number of visitors to a particular attraction will drop as word gets around that it is ‘not worth going to’. Stress indicators need to be devised in order to catch these problems early and to determine why it is that the levels of satisfaction are lower. Common causes can be traffic congestion within the area, overcrowding at particular attractions, loss of authenticity in the events and facilities, and a general over-commercialization of the destination and its resources. The easiest way of picking up on these stress indicators is to provide visitor books or suggestion boxes, which gives the tourists a chance to record spontaneous comments and reactions to the facilities. If the number of negative comments increases then it is time to do a more complete survey. -

Social indicators

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Finally, stress indicators also apply to local residents but obvious trigger factors are rather harder to identify for this group. Two possible signals are an increase in negative

These three monitoring techniques: stress indicators, tourism statistics, and dedicated visitor surveys will provide all the necessary feedback to be able to work out a suitable management response. Some issues may be straightforward to tackle and are related only to an individual attraction or service. Others may be more complicated and may require a more coordinated response from all stakeholder groups involved, and even a possible change in policy. This may happen, for instance, if the destination as a whole has reached its carrying capacity. This is where the feedback loop is so important as has been stressed throughout this publication. Only by respecting and using this cyclical process will it be possible to ensure that the tourism destination remains sustainable and dynamic.

reports in the local media and/or a change in the ratio between the number of tourists and the number of residents. According the World Tourism Organization, if the ratio exceed 1 then it is likely to lead to problems and possible conflicts.

8.6 Adaptive management responses

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Annexes

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piano turistico ungheni