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National Tourism Development Master Plan - Action PlanDRAFT
PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
STRUCTURALARRANGEMENTSEstablish a semi-autonomous National
Tourism Organisationreporting to a Private /Public sector Boardchaired by the StateSecretary of the Ministrywith responsibility forTourism.
Introduce legislationto establish a new
government fundednational tourismorganisation under aprivate/public sectorBoard withdevelopment,marketing and HRDresponsibilities andauthority to receive
external funding
Involvement of theindustry in the
management ofthe NTO shouldensure bettercollaboration andswifter progressindustry wide
6 months MIMMC-TPL
State Secretaryat NTA
n/a Legislationby spring
2008
Enable private sectortourism interests tocollaborate better withthe public sector
Facilitate a gatheringof industryassociations to forma Confederation ofTourism Associations
Allow the industryto addressgovernment with aunified voice andachieve bettercollaboration
6 months MIMMC-TPL
TourismIndustry
Associations
n/a By end 2007
NTO OfficesEvaluation of the
operations of the NTOoffices abroad with aview to reorganizing thenetwork
Cost benefit analysis
study to examine:street level vs. non-street level sites; useof Romanian staff vs.marketingrepresentationcontracts; reportingsystems betweenoffices and HQ;effectiveness of
To determine the
optimal form ofrepresentationabroad and toestablish a systemof performancemeasurement
6-9
months
NTO Private sector
associations
Own
resources
Study
complete byspring 2008
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriamarketing andpromotionalprogrammes; anddefinition ofperformancebenchmarks/criteria
PLANNING AND
INFRASTRUCTURETo provide a nationalstrategic planning contextfor tourism development
Complete Section 6,Tourism, of theNational Spatial Plan
To provide anational strategicplanning contextfor tourismdevelopment
Ongoing Ministry ofDevelop-ment andPublicWorks
NTO n/a End of 2007
HUMANRESOURCEDEVELOPMENT
HRD Organisationand Coordination
EITHER
Create one focal point ofall HRD and trainingactivities to initiate,organise, coordinate andmonitor all trainingactivities
Establish a strongHRD, Training andTourism
Awarenessdepartment within a
new NationalTourismOrganisation
Establish aNational Hospitalityand TourismTraining AdvisoryCommittee
In order to ensurehospitality trainingkeeps up to datewith industryneeds a strong
private:publicsector partnershipis needed tooverseedevelopments
Ongoing MIMMC-
TPL + TA
Master PlanTask Force
- Ownresources
Committeeestablishedby end 2007
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
CriteriaOR OR
Create a separateindependent NGO bodyto initiate, organise andcoordinate Tourism
Awareness Training andIndustry UpgradingTraining through its
mobile training team
Establish a MobileHospitality TrainingFoundation(MHTF), headed bya ManagingDirector, employingtrained and
qualified mobiletrainers, controlledby a ManagementBoard, representingpublic and privatesector
To establish a new(parastatal)National TourismOrganisation witha strong HRDdepartment, willtake some time
and effort. Inorder to be able toact fast inimplementing therecommendedactions anindependent NGOshould be created.
- MIMMCTPL
+TA
Master PlanTask Force
Private sectorassociations
Nationalbudget
Foundationestablishedby end 2007
Tourism Awareness ROMWELCOME
programme
Develop general tourismawareness and visitorsatisfaction for industrystaff
Train mobiletrainers anddevelop courseson tourismawareness andvisitor satisfaction(TA Expert)
Conduct tourismawareness trainingseminars withinthe industry(Mobile Trainers)
Conduct appliedtraining seminarson hospitality andtourism awarenessand guest
A Train-the-trainerapproach will havethe best possiblemultiplier effect,because of thehigh quantities andthe languagebarrier.
Theimplementation ofthis programme isa continuousprocess which willtake at least someyears
5 weeks
2-3 years
NTO/HRD
or MHTF
NTO/HRD
or MHTF
TA
Trade
Associations
ESF -HRDOP
ESF -
HRDOP
ESF -HRDOP
Mobiletrainerstrained andoperational
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriasatisfaction for sparesort employees,including medicaland para-medicalstaff (MobileTrainers)
Upgrading ExistingSkills
Capacity building andInstitutional strengtheningof the NTO
Upgrade tourismadministration andorganisation skills(planning anddevelopment,research andstatistics, marketingand promotion,etc.). TA expert and
local trainers.
In order to createa strong NTO,implementinggovernment policyand strategy andprovide services tothe private sector,qualified NTO staffis a critical factor
2 years NTO/HRD+TA
- ESF -HRDOP
2 staff trainedper month2007 to end2008
Train the existing TouristInformation Officers inTourist Information andVisitor Centre operations
Upgrading courseon TouristInformation skillsthrough external TAexpert together with3 local trainers.
ProvidingInformation toTourists is a skill.This includescollection,preparing,producing anddisplaying tourist
information.
3 months NTO/HRD+TA
County andtown councils
ESF HRDOP
First courserun by end2007
PRODUCTENHANCEMENTBucharest CityBreaksGenerate off-peak(particularly weekend)
Open a TIC incentral Bucharest
Bucharest haspotential to
1 year BucharestCity
Airlines, hotels,arts venues,
EU-SFROP 5.3
TIC with boxoffice open
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriatourism to Bucharest with satellites at
the airports Develop a central
reservationsfacility (boxoffice) for all mainperforming artsvenues and
events Provide adedicated non-stop bus shuttleservice betweenthe airports andcentral Bucharestconnecting to allflights
Provide a hop on
hop off bus tourof Bucharest
Develop anmarketingcampaign for CityBreaks inBucharest
emulate otherEuropean CityBreakdestinations.Hotels need toimprove weekend,summer andChristmas/New
Year occupancy.A short break toBucharest caninspire repeatvisits to other partsof the country.
Council NTO
Localauthorityandprivatesector
Localauthority
andprivatesector.
EU-SFROP 5.3
by 2008.Airportshuttleoperationalby 2008.Tourist busoperationalby 2008.
Marketingcampaign by2008.
Coastal TourismAttract low cost carriers
to Constanta
Continue
negotiations withlow cost carriersto establish anumber of highprofile routesattractive forindependenttravellers
Low cost carriers
have a proventrack record ofgenerating trafficand also generatemuch awarenessfor theirdestinations.
6 months Constanta
airport
Constanta
County Council
Own
resources
2 carriers
operating byend 2008
Danube Cruises
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
CriteriaTo provide commonsystems of charging andadministrative operationsto cruise operators for allRomanian Danube ports
Convene annualmeetings of allrelevant Danubeauthorities andoperators toagree solutions tocommon issuesregarding
Danube Cruisetraffic
Compete moreeffectively withother Danubeports and makeRomania apreferreddestination foroperators
Annual NTO Port, Naval andlocal authorities,NavalDepartment ofMinistry ofTransport, tourand cruiseoperators, Die
DonauAssociation
NTO Meetingbefore end2008
Hiking
To publicise theconsiderableopportunities for hiking inRomania and make allrequisite informationavailable.
Preparedevelopment planfor trail mappingand datacollection.
First stage inhikingdevelopmentprogramme
3 months NTO andAdminist-rators ofnaturereservesandnational
parks
SALVAMONTand localauthorities
EU-SFROP 5.3and ownresources
Plan by end2007.
MICE
Produce feasibilitystudies for internationalconference centres inBucharest and Constanta
Appoint specialistconsultants toresearch theinternationalmeetings marketand identify theoptimum size and
configuration ofconferencecentres forBucharest andConstantaPrepare outlinedesignspecificationsand costs of
appropriate
Bucharest is theonly EU capitalwithout a purposebuilt conferencecentre capable ofhandling majorinternational
meetings andconventions. Itsconstruction wouldbring significantadditionalbusiness toBucharest and firsttime visitors to thecountry.
Constanta needs
3 months NTO Primarii ofBucharest andConstanta withRomanianConventionBureau
Ownresources
Studiescomplete byspring 2008
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriacentres additional
attractions togenerate offseason businessfor coastal hotels.The local andregional meetingsmarket representsan opportunity forthis.
Spa ResortsIdentify market needs,potential and means ofpromoting to it.
Market researchinto the domesticand foreignmarket demandfor traditional spatreatment;expectations offoreign marketsof spa resorts;communicationschannels to spaclients
To determine if aforeign market canbe developed andspecify productenhancementsneeded to appealto it. Identifypromotionalchannels
3 months NTO Spa OwnersAssociation
EU-SFROP 5.3
Researchcomplete byspring 2008
Winter SportsImprove the viability ofcurrent facilities / resortsand ensure future
expansion responds tomarket needs
Commissionresearch intofuture market
demand forwinter sports toassist in planningof facility andresort expansion
New facilitydevelopmentshould be
contingent onproven demand
6 months NTO Local authorities EU-SFROP 5.3and own
resources
Study byspring 2008
INFORMATIONSERVICESEstablish a national Establish a This database is 6 months NTO TICs and EU-SF Database
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriatourism database computerised
tourisminformationdatabase withsections updatedby TICs, NTOlicensingdepartment andother authorisedproviders
Provide dataoutputs towebsites, TICsand other users.
the source of datafor websites,promotionalmaterials and TICs
and on-going
industryassociations
ROP 5.3 operationalmid 2008
STATISTICS ANDRESEARCH
StatisticsExpansion to andimprovement of existingtourism statisticscollecting
Provision ofinternationaltechnicalassistance toNTO and RNIS
To advise uponthe introduction ofnew datacollectionmethodology andtechniques
3 months NTO/RNIS Border Police
Ministry ofTransport
NIRDT
EU-SFROP 5.3and ownresources
New systemsoperationalfor 2009
DESTINATION
MARKETINGUpgrade and increasethe presence of, andavailability of informationon, Romanias tourismelectronically
Update andredesign thenational tourismwebsites in linewith touristmarkets needsand interests.
Develop material
To address theincreasing trendfor consumers toaccess the internetto research andbook their traveland tourismdestinations and
Immediateandongoing
NTO Private sectorassociations
EU-SFROP 5.3
Annualincrease of10% in sitevisits
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriafor websiteoffshoots fromthe parent sitesfor majormarkets.
Study and selectfor subscriptionall independenttravel andtourism websites.
arrangements
To refine the programmeof participation at foreigntravel and tourism fairs toimprove costeffectiveness
Reduce overseastourism fairparticipation byconcentratinginitially only onprimary andopportunitymarkets.
Establish a set oftargets to be met(relating, forexample, to newcontactsgenerated andbookingsachieved).
Set criteria to be
fulfilled by privatesectorparticipants as acondition for theirsubsidisedparticipation
To reducewastage in respectof tourism fairparticipation andto establishmonitoring andevaluationsystems to enable
cost effectivenessto be assessed.
Immediateandongoing
NTO Private sectorassociations
Ownresources
Fair targetsmet
To create a strongdestination imagethrough the developmentof a powerful, coherent
Appointment of aspecialistinternationalbrand
To establish theperception ininternational &domestic tourist
6 months NTO Private sectorassociations,RegionalDevelopment
EU-SFROP 5.3
New brandadopted andused byRomanian
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriaand persuasive brand development
creative agencyto research anddefine Romania'snational tourismbrand, and
Define a strategyfor its launch
markets ofRomania as adestinationoffering a diverseand distinctiverange of tourismproducts of specialappeal to currenttastes
Agencies,County andTown Councils
andinternationaloperators
To access the necessarytechnical andmanagement expertise todevelop, direct andcoordinate theprogramme of marketingand promotional activities
Recruitment of anInternationalTourismMarketingSpecialist toassist the NTOMarketingDirectoratebecome
established andproficient.
Outsideassistance isneeded in view of:the scale of theinstitutionalchanges andrelationshipbuilding needs(between the NTO
and the tourismprivate sector);and the depth ofthe knowledgerequired of tourismmarketing trends,techniques andtools.
Minimum2 years
NTO Private tourismsector and allother tourismstakeholders
EU-SFProgram
Access 6
FullyfunctioningNTOmarketingdivision byend 2009
ENVIRONMENTTo remove unsightly andunhealthy waste
Give priority tothe enforcementof disposal ofwaste by publicand privatesectors in anenvironmentallysound manner
The many openwaste dumps andillegal wastedisposal doesgreat damage tothe image ofRomania
1 year Ministry ofEnviron-ment andSustainableDevelop-ment
County andlocal authorities
Nationaland localbudgets
More rigidenforcementby end 2008.
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
CriteriaTo remove the cause ofmuch non bio-degradablelitter
Introducelegislation toreduce thecirculation ofplastic bags andbottles
By charging forbags and placingdeposits on bottlesconsumers areencouraged todispose of themproperly
1 year Ministry ofEnviron-ment andSustainableDevelop-ment
NTA n/a Legislationproposed byend 2008
To remove the health andsafety risk posed by straydogs in Bucharest
Collaborate withanimal welfaregroups toimpound strayanimals and findresponsibleowners
Stray dogs pose athreat to healthand also ofadversedestinationpublicity if touristare attacked
1 year BucharestMunicipality
Animal welfareNGOs
Localauthoritiesand NGOs
50%reduction inhospital dogbiteadmissions
REGULATORYFRAMEWORK
To designate officialTourist InformationCentres
Introduce a legalrequirement for TICsto be approved by theNTO and that onlyapproved TICs mayuse the International'i' symbol
Maintain highquality standardsfor TICs so thatvisitors know whatservices they canexpect from them.
6 months NTO Local authorities n/a Legislationby spring2008
Enable TICs to recoupsome of their costs andprovide additionalservices
Authorise existingand future TICs toundertakecommercial activities
publication salesand reservations.
Visitors areprepared to payfor qualityinformation andTICs should seekto reduce theircosts bygeneratingrevenue providedthis does notunderminecommercial
2 years Localauthorities
NTO n/a Legislationby spring2008
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PRIORITY - IMMEDIATENo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriaoperators'activities
Improve the monitoring ofaccommodationstandards
Makeaccommodationlicensing andclassification anannual requirementand subject topayment of fees
Annual reviewsnecessary toensure standardsare maintained.Fees contributetowards the cost ofthe additionalassessorsrequired
6 months NTO MIMMCTPL n./a Legislationby spring2008
Remove unecessarycontrols
Discontinueclassification ofrestaurants andcateringestablishments
The industry issufficientlydeveloped to helptourists makeinformed choicesof where to eat.
6 months NTO MIMMCTPL n/a Legislationby spring2008
Make the
accommodationclassification systemmore user friendly andthe gradings moremeaningful
Rationalise the
categories into whichaccommodation isclassified andintroduce moreeffected means ofassessing quality.(Technicalassistance)
Current
classifications areconfusing and thegradings imprecise
1 year NTO MIMMCTPL Own
resources
Develop new
system bymid 2008.Introduce in2009.
Clarify tourism legislation
through consolidation
Introduce a new
tourism lawincorporating theexisting laws,revisions and newrecommendations
Tourism
legisl;ation isdiffuse and causesconfusion
1 year MIMMC-
TPL
NTO n/a Legislation
by end 2008
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PRIORITY SHORT TERM
No Discipline / Objective Action Rationale Duration Lead Partners Funding SuccessCriteria
STRUCTURALARRANGEMENTSEstablish a nationalnetwork of TICsproviding commonservice levels
Produce guidelinesfor theestablishment andoperation of a TIC;work with the"owners" of TICs toestablish theircentres; installequipment; trainstaff; publicisenetwork
To satisfy theinformation needsof the increasingnumber ofindependenttourists and assistwith localreservationsparticularly forsmallestablishments.
5 years NTO LocalAuthoritiesand otherTICsponsors
EU-SFROP 5.3
Guidelinesby spring2008.Upgradeproposalsby end2008.Trainingby end2008.
PLANNING AND
INFRASTRUCTURETo provide a regionalplanning context andstrategic guidelines totourism development.
Prepare integratedtourism developmentplans for each of the8 developmentregions
To provide aregional planningcontext andstrategic guidelinesto tourismdevelopment
2 years RDAs NTO PHARE By mid2008
To provide local,
municipal and commune,Tourism Plans
Prepare integrated
tourism developmentplans for eachtourism destinationidentified in theRegional TourismPlan
To provide a
planning contextand strategicguidelines totourismdevelopment
3 years Local
governments
RDAs
NTO
PHARE By end
2008
To provide guidelines andsample documents for the
Prepare acomprehensive set of
To provide detaileddesign and
1 year Ministry ofDevelopment,
NTO, Ministryof Culture
Ownresources
By mid2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriapreparation of Tourismzone developmentStandards andGuidelines.
architecturalguidelines andplanning standards tobe met in thedevelopment oftourist facilities andareas
developmentstandards fortourismdevelopments
Public Worksand Housing
and Cults,Ministry ofEnvironmentandSustainableDevelopment
Winter Sports
Ensure environmentalprotection and wellplanned resorts
Make viablebusiness plans,environmentalimpact studies,and integratedtown plansmandatory fornew winter sportsdevelopments
Prevent ad hocdevelopments,which impactadversely on localinfrastructure andthe environment
1 year Ministry ofDevelopment,Public Worksand Housing
NTO n/a Issuedirective byspring 2008
HUMANRESOURCEDEVELOPMENT
Tourism Awareness ROMWELCOMEprogramme
Develop general tourismawareness and visitorsatisfaction for public
sector tourism officials.
Conduct shortapplied trainingseminars on
hospitality andtourism awarenessfor NTO officials(Mobile Trainers)
In order to create astrong NTO,implementing gvt.
policy and strategyand provideservices to theprivate sector,qualified NTO staffis a critical factor
3-4months
NTO/HRD
or MHTF
ESF -HRDOP 10 coursesby end
2008
Develop general tourismawareness and visitorsatisfaction for special
Conduct appliedtraining seminarson tourism
Many employeesand officials are notdirectly involved in
1 year NTO/HRD
or MHTF
Ministry ofthe InteriorMinistry of
ESF -HRDOP
10 coursesby end2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriagroups indirectly involvedin tourism but directlydealing with tourists
awareness andvisitor satisfactionfor immigration,customs, borderpolice atinternationalairports and borderposts. (MobileTrainers)
Conduct shortapplied trainingseminars ontourism awarenessand visitorsatisfaction formuseum staff(Mobile Trainers)
the hospitality andtourism industry,but are dealingdirectly with touristsand theirperformance is alsocritical for visitorsatisfaction and theimage andreputation of thecountry.
2 years NTO/HRD
or MHTF
Finance
Ministry ofCulture andCults
CountyCouncils
ESF -HRDOP 10 coursesby end
2008
Develop general tourismawareness and tourismunderstanding amongpublic authorities(benefits of tourismdevelopment)
Develop anddistribute a tourismawareness toolkit,containing flyersand other materialcontaining basichospitality andtourism awarenessinformation(TA Expert)
The understandingof the basicprinciples ofhospitality andtourism is criticalfor national,regional and localdecision-makingauthorities. Thisincludes the 8
RegionalDevelopment
Agency staff.
3-4months
NTO/HRD
+TA
County andTownCouncils
8 RDAs
ESF -HRDOP
Toolkitdistributedby end2008
Formal VocationalTraining
ROMSKILLSprogramme
Start and facilitatespecialised formalvocational hospitality
Develop a networkof HospitalityTraining Institutes,
Start modernformal hospitality
3 years Privateinitiatives
Ministry ofEducation,Research
ESF HRDOPand private
Firstinstituteopen by
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriatraining in partnership withEuropeanhotelschools, whowill assist incurriculumdevelopment,teacher training,cooperation andexchange.
A number ofexisting non-operational (spa)hotels can betransformed intoregionalhotelschools, bydevelopingpractical training
facilities.
training in Romania
Train according tothe quantitative andqualitative needs ofthe hospitalityindustry.
Train for jobs andaccording tooccupationalstandards.
Train according toEuropeanhospitality trainingstandards
Ministry ofEducation,Research andYouth
and Youth
MIMMCTPL
EuropeanHotel schools
sector end 2008.
8 by 2013.
Review, restructure andimprove formal vocationaltourism education andtraining
Review and updatethe coursestructure,curriculum, syllabusof travel andtourism relatedcourses at existingspecialised training
institutes (TAExpert)
Develop up-to-dateoccupationalstandards(TA Expert)
Develop up-to-dateEuropean tourismtraining standards
Improve formalvocational trainingfor the travel andtourism sector
Train according tothe quantitative andqualitative needs ofthe travel andtourism industry
Train for jobs andaccording tooccupationalstandards.
Train according toEuropeanhospitality training
6 months NTO/HRD
+TA
Ministry ofEducation,Researchand Youth
ESF HRDOP
Changesintroducedby end2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria(TA Expert) standards
Improve inter-ministerialcoordination andcommunication on formalvocational training needsand access of funds
Establish an inter-ministerialcommittee onvocationalhospitality andtourism training
Share andcoordinateeducationalresponsibilities
3 months MIMMCTPL Ministry ofEducation,Researchand Youth
MIMMC-
TPL
Ministry ofLabour
n/a Firstmeeting byspring 2008
Upgrading ExistingSkills
ROMSERVICEprogramme
Create a TrainingAwareness within theHospitality and Tourismindustry
Hospitalityemployers trainingawarenesscampaign (media,conferences,
publications)
To create betterawareness andunderstandingabout the needsand importance of
continuous on-the-job staff training.Training staff is aninvestment, not acost
3 months NTO/HRD TradeAssociations
TradeMagazines
ESF HRDOP
Initialcampaigncompleteby mid2009
Upgrading supervisoryand management skills
Train supervisors on in-house on-the-job trainingtechniques
Upgrading operationalskills for middlemanagement level
Train-the-trainermobile trainingteam (TA Expert)
Developmentmultidisciplinarycourse programme(TA Expert +Mobile Trainers)
Curriculum andcourse materialdevelopment(TA Expert +
Better supervisedstaff is happier staffand happier staff is
better staffproviding betterquality of services
Only part of thestaff needs to bepre-trained.Unskilled staff canbe trained on-the-
job by supervisors
3 years NTO/HRD
or MHTF
+TA
TradeAssociations
Private sector
ESF HRDOP
Programmelaunchedby end
2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
CriteriaMobile Trainers)
Programmemarketing, PR andorganisation(NTO/HRD orMHTF)
Programmeimplementation
(Mobile Trainers)
and managerstrained on in-housetraining techniques.
Supervisors needupgrading inoperational skills totrain and supervisestaff
Upgrading operationalskills on a variety ofdisciplines and subjects
Developmentmultidisciplinarycourse programme(TA Expert +Mobile Trainers)
Curriculum andcourse materialdevelopment
(TA Expert +Mobile Trainers)
Programmemarketing, PR andorganisation(NTO/HRD orMHTF)
Programmeimplementation
(Mobile Trainers)
To improveoperational skills inorder to providebetter qualityservice in thehospitality andtourism industry. Tostrengthen the
competitive positiontowards successfuland sustainabletourismdevelopment.
3 years
ongoing
NTO/HRD
or MHTF
TradeAssocia-tions
Private sector
ESF HRDOP
Programmelaunchedby end2008
Upgrading of the existingTourist Guiding skills andimprove the licensingsystem and requirementsfor Tourist Guides
Develop andimplementupgrading courseon Tourist Guidingskills (TA Expert)
Review thequalification criteriaand improve the
To improve andupgrade the touristguiding skills oflicensed touristguides
4 months NTO/HRD +TA ANAT andtradeassocia-tions
ESF HRDOP
5 coursesrun by end2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteriaexisting registrationand licensingrequirements forTourist Guides (TAExpert)
Improve theexisting touristguide training byintegrating thespecific tourguiding skills in thecurricula, accordingto Europeanstandards (TAExpert)
Train new TouristInformation Officers inTourist Information andVisitor Centre operations
New local trainersto train newlyrecruited TIC staff.
ProvidingInformation toTourists is a skill.This includescollection,preparing,producing anddisplaying touristinformation.
1 weekcourses
NTO/HRD +TA County andtown councils
ESF HRDOP
Firstcourses runby end2008
PRODUCT
ENHANCEMENTCavesTo provide additional andunusual tourist attractionsin areas on touristiccircuits
Administrators ofcaves suited togeneral publicvisits to developvisitor access,thematic lighting,interpretation and
To provideadditional visitopportunities ontourist circuits andin national parks inorder to extendvisitor length of
5 years Caveadministrators
Emil RacovitaSpeleologicalInstitute,RomanianFederation ofSpeleology
EU-SFROP 5.2
Fourdevelopment planssubmittedfor fundingby end2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
visitor receptionfacilities
stay and addvariety to the visitorexperiences onoffer
Coastal TourismTo avoid piecemealdevelopments andrestore the cohesion ofproduct offer in individualcoastal resorts
Individual localauthorities todevelopintegratedtourismdevelopmentplans geared tocurrent and futuremarket needsand to theextension of theseason
Resorts need toestablish a cleardirection for all theircomponentbusinesses in orderto overcome thecurrent lowstandards resultingfrom a fragmentedapproach
1 year Localauthorities
CountyCouncil
Ownresources
All localauthoritieshave plansby end2008
Coastal Tourism
To overcome theconflicting interests ofoperators resulting in animpaired product offer
Establish resortmanagementcompanies tocoordinateservice provisionand quality,provide directionfor the resort andimprove
marketing
Fragmentation ofownership andconflictingstakeholderinterests arecurrently having adetrimental effect.Collaboration tomutual benefit is
necessary forsuccess.
1 year Localauthorities
Resortstakeholders
n/a Minimum of3 resortmanagementcompaniesby end2009
CyclingTo establish the DanubeCycling Route asRomania's first longdistance cycling trail
Prepare fundingapplication to: Complete
mapping, androute descriptionfor the Danube
By establishingRomania's firstmajor cycling routeit is intended toidentify the countryas a cycling
1 year National CycloTourism
Associationand NTO
GTZ EU-SFROP 5.2
Fundingproposalsubmittedby mid2008.Implemente
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
trail includingpublicity material
Complete sign-posting of theroute
Researchpromotionalchannels tocycling
enthusiasts Undertake a
promotionalcampaign for theDanube CyclingRoute
destination andencourage furthertrail development
d by end2009
Danube CruisesTo provide a user-friendlysystem for advice of
ships' manifests
Establish aclearing house
for thedissemination ofship andpassengerschedules toports, operatorsetc.
Reduction ofbureaucracy for
cruise operatorclients and ability tocollect data onvisitor traffic
On-going NTO Portsauthorities,
tour andcruiseoperators
NTO In place for2008
season
Danube Cruises
To promote repeat visits
by Danube Cruisepassengers
Despatch follow-
up promotionalmaterials topassengers.
Cruise passengers
are primecandidates forlonger repeat visits
On-going NTO Cruise
operators
EU-SF
ROP 5.3
In place for
2008season
Danube Cruises
To provide quality shipand visitor receptionfacilities at all dockingpoints for Danube cruisevessels
Ports and localauthorities toprepare andimplement portreception and
Ensure smoothhandling of visitorsand offer a qualitywelcome toRomania
2 years Danube RiverPorts
Administrationand DanubeSea Ports
Localauthorities
EU-SFROP 5.2
Fundingapplications by mid2008Implement
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
access facilityplans
Administration(APDF and
ADPM) andMinistry ofTransport
for 2009season
Hiking
To publicise theconsiderableopportunities for hiking in
Romania and make allrequisite informationavailable.
Engagecartographictechnical
assistance Implement
mapping anddata collection forexisting trails andmake certificationof new trailscontingent onprovision of such
data. Research hiking
market. Develop and
implement hikingmarketing plan.
Revisecertificationcriteria for trails
to include allinformation, GPSdata etc. requiredfor maindatabase.
By presenting fullcartographic andother data on hiking
opportunities inadvance the fullrange ofopportunities canbe promoted tohikersinternationally
5 years NTO andAdministratorsof nature
reserves andnational parks
SALVAMONT and localauthorities
EU-SFROP 5.3and own
resources
Existingtrailsmapped
andresearchcompleteby end2008.Marketingcampaignfor summer2009.
MICE
Sumit feasibility studiesfor internationalconference centres inBucharest and Constanta
Appoint specialistconsultants toresearch theinternational
Bucharest is theonly EU capitalwithout a purposebuilt conference
3 months Primarii ofBucharest andConstanta
NTO andRomanianConventionBureau
EU-SPROP 5.2
Fundingrequestsubmittedby end
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
to potential investors meetings marketand identify theoptimum size andconfiguration ofconferencecentres forBucharest andConstanta
Submit feasibility
studies, outlinedesignspecificationsand costs ofappropriatecentres topotential funders.
centre capable ofhandling majorinternationalmeetings andconventions. Itsconstruction wouldbring significantadditional businessto Bucharest and
first time visitors tothe country.Constanta needsadditionalattractions togenerate offseason businessfor coastal hotels.The local and
regional meetingsmarket representsan opportunity forthis.
2008
To attract an increasingshare of the itinerantinternational meetingsmarket to Romania
Agreecollaborationbetween NTAand RCB toupgrade thecapacity of theConventionBureau
Secure technicalassistance to setup systems andtrain Bureau staffin sales researchand sales
Produce targeted
Romania isneglected as alocation forinternationalmeetings as it hasa low profile in thesector. Researchand targetedmarketing by aneutral agency canmake significantinroads into themarket
3 yearsand on-going
NTO RomanianConventionBureau
EU-SFROP 5.3and ownresources
Train jointstaff spring2008.
Materialsproducedby end2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
sales materialsand website
Museums andHeritage AttractionsTo develop museum andheritage attractions toprovide best practicevisitor interpretation andwelcome facilities
Provide customercare training tostaff
Museum staffshould act as hostsrather thanguardians in orderto improve visitorsatisfaction.
1 daycourses
Museum,gallery andheritageattractiondirectors
Ministry ofCultureandCults,CountyCouncils,NTO
ESF -HRDOP
Initialtrainingcompleteby mid2008
Salt MinesTo enhance the visitorappeal and facilities atsalt mines in order toincrease the range ofattractions and localbusiness
Implement Praidminedevelopmentproject includingvisitor receptionfacilities, minevisit experience
and marketing Develop
feasibility studiesand businessplans for otheraccessible minesand secure donorand/orcommercial
investors
Salt mines are bothbeneficial treatmentcentre andattractive'alternative' visitorattractions with thepotential to
increase visitorstays
5 years Salrom CountyCouncils andlocalauthorities
EU-SFROP 5.2
At leastone minerefurbishedby end2009. Twomore byend 2013.
Spa ResortsAssist spa resorts andowners identify productdevelopmentrequirements and advisemarket potential
Publish and presentmarket research tothe spa industry andresorts
By quantifyingmarket demandand product needsspa owners andresorts can makereasoneddevelopment and
1 month NTO Spa OwnersAssociationand localauthorities
NTO Spring2008
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
marketing plans
Eradicate confusion overresponsibilty for publicspa facility maintenanceand distribution
Clarify spa waterconcessionaireobligations andstandardisedistributionprocedures andpublic access
Ensure the focalpoint of spa resorts
the naturalsprings aremaintained in aproper manner both aestheticallyand financially
3 months Ministry ofEnvironmentSustainableDevelopment /National
Agency forMineralResources
NTO and SpaOwners
Associationand localauthorities
n/a Spring2008
INFORMATIONSERVICESSignageIntroduce a uniformnational brown tourismroad sign scheme
Establish nationalcriteria for browntourism roadsigns (TA
assistance) andissue guidelinesto localauthorities
Tourism signageboth facilitatestourist orientationand encourages
additional visits.Avoidance oflocalise styles isdesirable.
1 year Ministry ofTransport RomanianNational
Company ofMotorways andNational Roads
NTO EU-SFROP 5.2
Guidelinescompleteby end2008
STATISTICS ANDRESEARCHMarket ResearchPut in place a rolling
programme of marketresearch to include bothone-off and regularactivities
Conduct
continual,seasonal, orannual visitorarrival/departure/expenditure andsatisfactionsurveys
To monitor visitor
arrivals/expenditure/ motivation/attitude andsatisfaction fromtheir visitexperience withinRomania
On-going NTO/RNIS Border Police
NIRDT
Own
resources
First
studies in2008
Conduct To monitor the On-going NTO NIRDT Own First
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
evaluation oftradefair/exhibitionattendance
costs and benefitsof participation inthese activities
resources studies in2008
Commence aprogramme ofplanned marketresearchtargeting
identified nationalmarkets andmarket segments
To become awareof market trendsand opportunitiesthat will informfuture marketing
and developmentstrategy
On-going NTO NIRDT Ownresource
Firststudies in2008
Assessment of thepotential in key targetmarket segments andidentification ofmarketing strategy,
positioning andprogramme of activities torealise this potential.
Study of keyprimary andopportunityinternationalmarkets.
Particularattention to bepaid to the youthtourism marketsegment.
To provide detailedspecification of themarketopportunities forRomanias tourism
and how best toexploit these tomaximum benefitfor the country
3 years on basisof 3 ayear
NTO All privatesectorassociations
Ownresources
3 studiescompletedper year
DESTINATIONMARKETINGTo equip travel industry
personnel in internationalsource markets withsufficient productknowledge andconfidence to sellRomania to the travellingpublic
Design and
operate a seriesof familiarisationvisits toRomanias touristattractions andfacilities forgroups ofpersonnel fromtour operators
There is a need to
increaseawareness ofRomanias tourismproduct offeringamong the travelindustry personnelof internationalsource markets
Immediat
e andongoing
NTO and its
offices abroad
Private sector
associationsand individualoperators(i.e. transportcompanies,travelorganisers,hotels/ andresorts)
NTO
budget andin-kind byprivatesector
Inclusion of
Romania in10additionaloperators'programmes by 2009
R i N ti l T i
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PRIORITY SHORT TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
and travel agentsfrom primaryinternationalmarkets
To generate positivemedia coverage ofRomanias touristattractions and facilitiesthrough editorial features
in general interest andspecial travel and tourismpublications, televisionetc.
Stimulate,support andfacilitate mediavisits to Romania
As part of theimage buildingactivities for thecountry, thereneeds to be a
series of articlesand features thatcome in front of,and influence, thetravelling public
Immediate andongoing
NTO and isoffices abroad
Private sectorassociationsand individualoperators(i.e. transport
companies,travelorganisers,hotels andresorts)
NTObudget andin-kind byprivatesector
Tripling ofeditorialcoverage2008 over2007
ENVIRONMENTTo remove unsightly andunhealthy waste
Introduce anational 'Keep
Romania Clean'campaign
To improve theimage of Romania
1 year Ministry ofEnvironment
andSustainableDevelopment
County andlocal
authorities
Ownresources
Campaignlaunched
by end2008.
INVESTMENTPOLICYSkills DevelopmentSkills development for
new NTO investmentadvisory staff
Course or short
courses for 8 newinvestment advisorystaff
To introduce
tourism market anddevelopmentappreciation andskills developmentfor investmentadvice
8 x 5
days
NTO UNDP ESF -
HRDOP
All staff
trained bymid 2008
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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
HUMANRESOURCEDEVELOPMENT
Tourism Awareness ROMWELCOMEprogramme
Integrate tourismawareness in primaryand secondary schoolcurriculum
Organise a series ofpilot seminars forprimary schoolteachers onintegrating hospitalityand tourismawareness in schoolcurricula (TA Expert+ Mobile Trainers)
Develop anddistribute teachersmanuals for primaryand secondaryschools(TA Expert + MobileTrainers)
Develop anddistribute hospitalityand tourism industrycareer opportunitiesbrochures for pupils(TA Expert)
Launch Follow theright steps towards acareer in hospitalityand tourismprogramme(TA Expert)
Public hospitalityand tourismawareness shouldstart as early aspossible, at primaryschool.
To provideinformation about
job and careeropportunities at all
secondary schools.
3 months NTO +HRD TA
Ministry ofEducation,Research andYouth
ESF -HRDOP
Schoolcurriculaadapted
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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
Develop public tourismawareness
Develop andimplement a numberof public tourismawarenesscampaigns(TA Expert)
It is important forthe public tounderstandhospitality andtourism andappreciate theimportance andbenefits for thecountry and its
economy.
2 years NTO/HRD
or MHTF
+TA
GovernmentCounty andCity Councils
ESF -HRDOP
First publiccampaignrun by end2008
HRD Organisationand Coordination
Introduce a HospitalityTraining Levy
Introduce aHospitality TrainingLevy by 2010
European StructuralFunds are useful tocatch up, but arenot sustainable.
A Hospitality
Training Levy Fundensures sustainablefunding of trainingefforts.
- MIMMC-
TPL, NTOor indepen-dent TrustFund
Private sectorassociations
Ownresources
Legislationby mid 2009
Spa resorts
Provide professionalservice levels in sparesorts
Develop vocationaltraining courses forspa treatment staff
featuring nursing,guest relations,beauty treatmentsand wellnesstechniques
Ugrade currentstaff skills anddevelop new staff
to welcomeguests rather than"patients"
5 years Spaownersand
operators
NTO HRDDept
ESF -HRDOP
Firstcourses byend 2008
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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
PRODUCTENHANCEMENTMuseums andHeritage Attractions
To develop museumand heritageattractions to provide
best practice visitorinterpretation andwelcome facilities
Introduceinnovativepresentation
techniques Provide catering
facilities whereapplicable
Expand retailoperations
Heritage attractionand museumvisitors are
seeking a fullerexperience than apurely visit. Awarmer welcome,betterinterpretation andfacilities increasesvisitor appeal and
generates morevisitors andincome.
3 years Museum,galleryand
heritageattractiondirectors
Ministry ofCulture andReligious
Affairs,CountyCouncils,NTO
EU-SFROP 5.2and own
resources
5 museumsrenovatedby end
2009.10 more byend 2013.
Spa ResortsTargeted marketing ofspa resorts in foreignmarkets
Development ofinternational marketingcampaign to spa usersand intermediaries for"export ready" spa
resorts includingcollateral materials,media visits,romaniatourism websitefeature, etc.
Based onresearched productneeds and marketsegments launchthe Romanian spa
resort product rangein appropriatemarkets
3 years NTO Spa OwnersAssociation
EU-SFROP 5.3
Firstcampaign byend 2008
Upgradeaccommodation,treatment facilities andresorts to meet market
Upgrade hotels,modernise treatmentfacilities, introduce newwellness and beauty
Match product offerto identified marketneeds
5 years Spaowners andoperators
Spa resortPrimars
Ownresources
20 majorprojects by2013
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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
needs facilitiesUgrade resort facilitiesand attractions
Upgrade resortinfrastructure in publicarea, provideentertainment andactivities for visitorsand inform visitors ofattractions of regionaround the resort
Broaden the appealof the destinationbeyond specific spatreatments so as toattract a widerrange of visitors
5 years Primars ofSpa resorts
Spa ownersand operators
EU-SFROP 5.2
10 fundingrequests by2010
Winter SportsImprove utilisation ofwinter sports facilities intraditional low season
Stagger Februaryschool holidaysover two or moreweeks
Create anopportunity forWinter sportsresorts to attractnew clients andimprive facilityutilisation
1 year Ministry ofEducation
NTO n/a Staggeredholidays by2009
INFORMATIONSERVICESSignageDevolve implementationof signage system tocounty and local levels
Develop plans andrequirements forbrown tourismsigns for all roadstogether with costs
Local authorities arebest placed toidentify local needsand develop plansbased on localknowledge
3 years CountyCouncils
Ministry ofTransport RomanianNationalCompany forMotorways and
NationalRoads
n/a 10 countiesby end 2009
All by 2010
Secure majority grantfunding for initialinstallation of signage to"public" locations
Secure fundingtowards costs ofimplementation ofsignage proposals
The initialrequirement forsigns is large andbeyond annualbudgets
6 years CountyCouncils
RDAs &Ministry ofTransport
EU-SFROP 5.2
30 requestsmade by end2010
Secure private sectorfunding for signage to
Disseminatecriteria and
Reduction in "fly"posting of signs to
10 years CountyCouncils
Private sectoroperators
Privatesector
Systemoperating by
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PRIORITY - MEDIUM TERMNo Discipline / Objective Action Rationale Duration Lead Partners Funding Success
Criteria
commercial tourismproducts and services
applicationmaterials to privatesector tourismoperators
private tourismbusinesses andreduction in signagecosts to public
2012
STATISTICS ANDRESEARCHMarket research
Put in place a rollingprogramme of marketresearch to includeboth one-off andregular activities
Undertake ad-hocresearchactivities asparticular needsor opportunitiesarise
To enable NTO torespond tounforeseenchanges oropportunities inthe marketingenvironment
On-going
NTO NIRDT OwnResources
Firststudies in2008
ENVIRONMENTEstablish a 'RomaniaInflorita' competition
Commission amethodology forthe establishmentof a competitionto encourage tidy,colourful andflower-full townsand villages
Launch the'Romania Inflorita'competition
Securesponsorship forits continuedoperation
Such competitionsare proven todecrease litter,increase civicpride and providean attractiveimage to thedestination
3 years NTA Ministry ofEnvironmentandSustainableDevelopment,County andlocalauthorities
Donorsinitially.Corporatesponsorsthereafter
Studycompleteby mid2008.Competitionlaunchedfor 2009.
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Criteria
INVESTMENTPOLICYInvestment Forum
Attract domestic andinternationalinvestment into the
Romanian tourismsector
Organise the firstNational TourismInvestment
Fair/Forum inRomania
To bring potentialinvestors to meetwith the
promoters ofprojectopportunities toassist thedevelopment ofRomanian tourism
2 days NTO UNDPRDAsChambers of
Commerce
OwnResources
EU-SFROP 5.3
Forumstaged2009