Attracting investment to Moldova

“Why Moldova?” is often the first question Moldovan economic diplomats hear when they meet potential investors abroad.

Answering this question clearly and convincingly is part of their daily work. From London to Rome, Moldova’s diplomats not only represent their country politically, but also connect businesses, promoting opportunities and showing investors a side of the country that might sometimes go unnoticed.

For Anastasia Țîbuleac, First Secretary responsible for economic affairs at the Embassy of Moldova to Italy, Malta and San Marino, those conversations involve sharing a factual narrative.

“When I talk about Moldova, I enjoy presenting its economic advantages, but also its idiosyncrasies and strengths, such as the excellence of our wines, our internationally recognised wineries and the largest underground wine cellars in the world,” she says. “This combination of economic potential and rich cultural identity makes Moldova not only an investment destination, but also a country that leaves a lasting impression.”

Sparking interest is only the first step. Turning curiosity into investment requires preparation, insight and the right tools.

The language of business

Global competition for investment is fierce. Governments around the world increasingly rely on diplomats who can speak the language of business.
With support from the European Bank for Reconstruction and Development (EBRD) and the European Union (EU), Moldovan diplomats are receiving specialised training in economic diplomacy. The programme combines strategic communication with practical tools including access to the Global Database platform and the Investors’ Guide to Moldova, the single most comprehensive source of data on investment opportunities in the country.

“These tools allow me to identify potential partners and investors, and discover key details about their business,” says Alexandru Vlasenco, Head of the Economic and Commercial Section at the Embassy of Moldova to the United Kingdom. “That means I can prepare much more strategically before discussions.”

For Mr Vlasenco, access to accurate and detailed company data has transformed how he approaches networking with investors.

For Ms Țîbuleac, the biggest gain was learning to tailor Moldova’s story to each investor.

“The most valuable aspect was translating general country data into a tailored investment narrative,” she explains. “It helps align Moldova’s strengths with the investor’s specific goals.’’

Overall, around 50 diplomats have received training and access to knowledge hubs through this initiative. The programme is part of the broader effort to support economic reform, stronger governance and investment promotion in Moldova and the Caucasus.