Since the ratification of two trade agreements in 2014, Moldova has been making steps to better position its brands and take greater advantage of its duty-free access to some of the world’s most prosperous markets.
Cultural Festivals Attract Tourists to Rural Areas.
Project Success Story | January 10, 2019
Through the efforts of the Moldova Competitiveness Project, a local festival celebrating a traditional Romanian embroidered blouse, or ‘Ia,’ generates more tourism, economic growth, and alternatives to migration. Moldova is now placed as one of Europe’s ‘top-10 must-visit destinations’ in global publications.
The USAID- and Sweden-funded Moldova Competitiveness Project (MCP), in partnership with the Ministry of Education, Culture and Research, and other local organizations, created the Tree of Life agenda — a centralized calendar of cultural events. One component of those events is the IA Mania Festival — a unique festival celebrating the traditional Romanian embroidered blouse, or ‘Ia’. The blouse has reached global popularity in recent years following appropriation by international fashion designers. Tourism represents less than 1% of Moldova’s GDP, but it is a vital engine of economic growth, providing jobs and alternatives to migration in rural areas. Festivals concentrate local food, music, artisans and producers in one place for a limited period of time, creating a strong enough attraction to draw domestic tourists out of urban areas, and providing clear dates for international tourists to plan their trips around. In 2018, MCP doubled the number of featured cultural events to 28, including 17 outside the capital Chisinau.
- Success Story Cultural Festivals Attract Tourists to Rural Areas