On the occasion of World Tourism Day, celebrated every year in September, the World Tourism Organization proposed the theme “Rethinking Tourism,” starting from the shortcomings brought by the pandemic. For Romania, the regulation of the Destination Management Organization concept is among the most important topics of the year. In this context, Amfiteatru Meetings gives space to competent and professional voices in the field.
The speakers of edition #9 were: Alin Chipăilă – Sibiu County Tourism Association, Dumitru Filip – Mangalia DMO, Bogdan Papuc – Ecotourism Association of Romania. The moderators were Răzvan Voinea – Studio Zona Association and Alexandru Borșan – Amfiteatru Foundation. The challenges of the DMO concept – the new form of managing tourist destinations – were debated, starting from three questions: What is the impact at the level of a destination’s marketing strategies? What changes in terms of professionalization? What are the benefits brought to visitors and local communities, respectively?
Alin Chipăilă, Sibiu County Tourism Association, pointed out the importance of the public-private action framework for tourism development, with an emphasis on the experience of destinations that have already adopted the European model and have such destination management structures, such as Oradea, Tulcea, Timiș, Sibiu, and Prahova. Certainly, DMOs influence the quality of tourist services and interaction with tourists. A flexible, decentralized legal framework is needed, giving destinations the chance to organize and develop according to their own specifics.
“The local public authority can partner with certain entities to gain experience and know-how, to quickly integrate specialists into the destination development team, without being constrained by the very strict regulations that exist regarding personnel employment, personnel contracting, from a public perspective.”
Dumitru Filip, Mangalia DMO, signals the issues that can be improved regarding the organizational model. Starting from the premise that each destination is appealing from a touristic point of view, DMOs represent the necessary promotion and development tool. One of the problems is the lack of serious associations that can perform, apply strategies, and develop tourist destinations. Another topic of discussion is the lack of financial resources from the PNRR. According to legislation, funds are dedicated and directed at the regional level, a discouraging component for local destinations that hold limited resources. Dumitru Filip invites us to reflect on what should be completed, modified, and implicitly improved.
Bogdan Papuc, Ecotourism Association of Romania, emphasized the methodology for collecting data from accommodation units and tourists. Decisions must be made based on information that reflects the reality on the ground. He considers that, although DMOs are not mandatory, they are necessary for Romanian tourism to perform and evolve. At the basis of a DMO’s functionality lies the trust between local authorities and professionals in the management teams. AER coordinates a network of seven ecotourism destinations – rural areas near or inside protected natural areas: Eco Maramureș, Țara Dornelor, Ținutul Zimbrului, Țara Hațegului – Retezat, Pădurea Craiului, Colinele Transilvaniei, and Băile Tușnad.
Lajos Vajda, CLUSTERO, considers that the lack of a leader in the organizational structure of regional hospitality should be the main concern. Likewise, community involvement is necessary through the awareness of the cultural and natural values it possesses.
Aurel Borșan, Amfiteatru Foundation, concluded the harsh reality of the country’s tourism lately, namely that Romanians are leaving, and foreigners are not coming. In conclusion, Romanians are willing to spend on tourist services abroad, but less so for the domestic hospitality industry.
The Amfiteatru Foundation brings unique proprietary concepts to Romania, such as productive hospitality and responsible tourism. Through this year’s meeting, professionals brought up current topics that denote a certain maturity of tourism culture.