The Ministry of Economy, Enterprise and Tourism of Romania (MEAT) is increasing the promotion of the country as a tourist destination in the United Kingdom by participating in the international travel exhibition “World Travel Market” (WTM) and through an outdoor campaign that takes place on buses in London, Manchester, Birmingham and Liverpool, Agerpress agency, quoted by BTA.
According to a ministry press release sent to Agerpress on Wednesday, these initiatives are taking place simultaneously in November, around the winter holiday season, and are aimed at attracting British and foreign tourists.
Romania is running an outdoor campaign on double-decker buses in London, Manchester, Birmingham and Liverpool from 4 November to 4 December. The campaign involved 150 buses in Greater London, providing an estimated coverage of 51.1% of London's population, resulting in over 16 million impressions. A further 50 buses will run in Central London, resulting in an estimated 5.6 million views. In Manchester, Birmingham and Liverpool, the campaign is running on 50 regional buses, giving a coverage of 4.41% nationally. In this way, the action, which carries the message “Hop on Board to Romania“, will benefit from an extended visibility, enhanced by the urban agglomeration and the diverse audience in these cities.
The United Kingdom is among the main markets of interest for Romanian tourism. Britons are forecast to take more than 97 million international trips this year, with spending expected to reach US$90.46 billion. Their interest in Romania has grown steadily in recent years, as in the period 2007-2017. destination Romania recorded the highest rate of growth among holiday options for British citizens, with an impressive return seen in 2022, when it achieved a 280% increase compared to 2021. The upward trend continues in 2023, with the increase being 26.5%.
In general, British tourists are attracted by the diversity of natural landscapes, cultural tourism and city-break offers, as well as by the optimized air connectivity between the two countries.