Boosting the tourism sector in Romania

The EBRD Business Advisory Service (BAS) has helped a small Romanian company market its agrotourism pension.The tourism sector in Romania presents a significant opportunity for growth and the development of micro, small and medium-sized enterprises (MSMEs).

Competitiveness and market performance are essential to those established and potential MSME in this sector. The BAS programme supports these enterprises providing tailored local consultancies that help develop successful businesses.

When Clas Decent SRL established La Bella Vista agrotourism pension in Poiana Negrii, in the attractive region of Bucovina, it planned its business relying on the appeal of beautiful surrounding mountain landscapes of the 12 Apostoles natural park and the vicinity of XV century monasteries, which are now UNESCO heritage sites. But location, fine design and quality of the services offered, including a hobby room, a sauna and a private lake, could not ensure sufficient occupancy rates of the 10 double rooms with a view. What was missing was adequate publicity based on a comprehensive promotion plan.

Developing a marketing strategy

With the support of the Romanian BAS team, in 2010 Clas Decent was able to develop a strategy to market its business more effectively by branding the pension’s identity, producing advertising materials, such as a catalogue, offering promotional packages and targeting new groups of clients. Almost a year since the implementation of the new marketing strategy, La Bella Vista’s guestbook in winter and spring was 30 per cent busier than the previous year.

Since its launch in 2006, the BAS in Romania have helped more than 227 MSMEs to improve their market performance and manage companies more effectively. The government of Austria is generously supporting BAS projects in the country with funding of more than €2 million.