Moldova is an unexpectedly charming and interesting country in Eastern Europe, which borders Romania and Ukraine - countries that own territories that were once part of Moldova - generously offering the refreshing feeling of a place lost in time. It has such a rich tourist potential that, although small in area, it certainly deserves to be described as a true "Corner of Paradise".
Good fortune brought us to Moldova during the flowering period of the country's national plant, the sunflower, giving us the opportunity to enjoy enchanting images throughout its territory. The country - which in our opinion is "the next big thing" on the map of global tourism - is located at the crossroads of the main trade routes of Eurasia and represents a real hub, bringing together the experience, continuity and diversity of generations, which shaped the present and influence the future of the wider region.
Its residents are proud of the picturesque landscapes of their homeland, the Castles that bear witness to its rich historical journey, its churches and monasteries, but also its famous wine brands and wineries, as well as the renowned Moldovan hospitality, which is known all over the world.
In conclusion, Moldova and the Moldovans amazed us and irrevocably conquered us with the beauty of their nature and soul respectively, a beauty that becomes magnificent through its simplicity and unadulterated uniqueness.
Elena Stepanov, the active Executive Director of ANTRIM (National Association of Inbound and Domestic Tourism of Moldova), gave us an extremely interesting interview, where she talks to us about the present and future of Moldovan tourism, the role of ANTRIM and the actions being implemented or planned to establish Moldova as a top travel destination, but also about her close personal relationship with our country and the tourism cooperation between Moldova and Greece and its achievements so far.
Dear Elena, how would you describe Moldova's tourism potential today?
Moldova remains one of Europe's best-kept secrets. Its tourism potential lies in its authenticity and unspoiled charm. The country offers something very different from mainstream tourism: a rich wine-producing culture, diverse gastronomy, deep-rooted traditions, picturesque landscapes and, above all, incredibly hospitable people. From vibrant cultural events to peaceful rural retreats, Moldova offers meaningful, emotional experiences to travelers looking for something authentic. The fact that we are not yet overcrowded is in itself a significant advantage, according to current tourism trends.
What is ANTRIM's role in the development and promotion of Moldova as a travel destination?
ANTRIM is the leading platform for both inbound and domestic tourism in Moldova. We act as a bridge between the public and private sectors, supporting sustainable tourism development while actively promoting Moldova abroad. Our work includes organizing Moldova’s presence at international tourism fairs, organizing familiarization trips for travel agents and the media, providing training to local tourism businesses, and operating the National Tourist Information Center. We also implement strategic partnerships and grant programs to help Moldovan SMEs grow and digitize their services.
Ms. Stepanov, we know that you have a personal connection to Greece. Can you tell us more about how your past experience influenced the current cooperation between Moldova and the Greek market?
Of course! My connection with Greece dates back to my student years. Between 2008 and 2013, I traveled to Greece every summer as part of a tourism internship program. I worked in a hospitality business and learned firsthand about service quality, customer expectations, and international tourism trends. These internships shaped my career path, inspired me to stay in the tourism industry, and gave me a deep appreciation for Greek culture, people, and the tourism model. Years later, when the opportunity to build bridges between Moldova and Greece arose, it felt natural and personal.
How did the Moldova-Greece tourism cooperation begin and what has been achieved so far?
Our partnership with Greece officially began at the end of 2023, based on personal and professional contacts. We worked with key stakeholders, such as journalists, travel agents and local authorities, who showed genuine interest in discovering Moldova as a new and authentic destination for Greek travelers. In 2024, we made significant progress. Moldova was promoted at several important events in Greece, including our participation in the B2B event in Athens and the International Tourism Fair in Thessaloniki. We also co-organized promotional events with the Hellenic Tourism Organization and local travel media, in order to present Moldova’s tourism offer directly to Greek agencies and the Greek press.
In June 2024, we organized our first fam trip for Greek travel journalists and travel agents. This resulted in the direct promotion of the country through Social Media, as well as through articles in electronic and print media - including the magazines of your Traveling in the Aegean publications -, as well as the development of new itineraries, which now connect Greek travel agencies with Moldovan service providers.
This is just the beginning. With direct flights and strong cultural affinity, Greece is a promising market for Moldova. Our next major milestone is our participation in the Philoxenia exhibition in Thessaloniki in November, where we aim to present Moldova as an authentic, emerging destination, both to the commercial and consumer audience. We are confident that this momentum will lead to more partnerships and increased tourist flows in both directions.
What are your next steps to strengthen Moldova's image in international markets, including Greece?
We are adopting a multi-layered approach. In addition to strengthening cooperation with Greece, we are actively working in markets such as Italy, France, Germany and the United Kingdom. Our efforts include international promotional campaigns, business networking events and media partnerships, such as the filming of Flavours of Moldova, a two-part documentary series that will soon be broadcast on major platforms. At the same time, we continue to support local businesses, with the aim of improving the quality and sustainability of their tourism offerings. Our goal is not just to attract tourists, but to ensure that they return home as ambassadors of Moldova.
What would you emphasize to travelers who have not yet considered Moldova as their travel destination?
Come with curiosity and leave with unforgettable memories. Moldova is not a destination you simply cross off a list, it is a place you feel, that you feel! Moldova will surprise you and, above all, it will remain unforgettable!
Thank you very much, Ms. Stepanov, for this very interesting discussion.
