Mtvarisa Luvhian: Participation at FITUR 2026 will be a strategic milestone for Moldova
The head of the Marketing, Communication and Innovation Department of the Republic’s National Tourism Board announces that Moldova will highlight its most emblematic tourism experiences at the Trade Fair: wine tourism, cultural heritage, ecological and rural tourism, and urban charm.
How important is the tourism industry in Moldova and what role does it play in the country's economy?
Tourism is playing an increasingly important role in Moldova's economy, contributing to both GDP and the country's international image. In 2024, the tourism industry recorded an annual growth rate of about 8%, according to the National Bureau of Statistics. Over 200,000 international visitors came to Moldova last year, with notable increases from the European Union, the United Kingdom and neighbouring Romania and Ukraine.
The industry is also an important generator of employment, supporting more than 30,000 direct and indirect jobs in the fields of hospitality, transport, rural houses and cultural services. Beyond the numbers, tourism serves as a bridge between our traditions and the world, reinforcing Moldova's reputation as an authentic, welcoming and sustainable destination.
What will Moldova's participation in FITUR 2026 mean for Moldova?
Participation at FITUR 2026 will be a strategic milestone for Moldova. It provides us with a valuable platform to connect with European and global tour operators, promote our tourism brands and position Moldova within the broader narrative of emerging sustainable destinations in Eastern Europe.
Our aim is to strengthen Moldova's visibility, attract new investments in rural and wine tourism, and establish strategic partnerships with tour operators and digital influencers in the tourism industry.
What proposals and attractions will you be presenting at the trade fair?
At FITUR 2026 we plan to highlight Moldova's most emblematic tourism experiences: wine tourism, cultural heritage, ecological and rural tourism, and urban charm. Wine tourism with our world-famous underground wine cellars, such as Cricova and Milestii Mici, as well as boutique wineries and the annual celebration of the National Wine Day. In cultural heritage, the archaeological complex of Orheiul Vechi, monasteries, traditional handicrafts and festivals. In ecological and rural tourism, promotion of guest houses, kayaking on the Dniester River and farm-to-table gastronomic tours. And in terms of urban charm, we will introduce visitors to Chișinău's creative neighbourhoods, gastronomy and growing cultural scene.
What will your stand look like and what activities do you have planned for it?
Our stand will be designed as an interactive experience reflecting the warmth and creativity of Moldova. Planned activities include: wine tastings and culinary tastings with local producers; virtual reality tours of key destinations such as Orheiul Vechi and the Cricova wineries; networking events with Moldovan tourism entrepreneurs and destination management organisations; a digital innovation corner featuring Moldova's new tourism app and smart sustainability projects. We also intend to organise short cultural performances and meetings with travel journalists and influencers to broaden our media outreach.
What other points stand out in Moldova's tourism development strategy?
Moldova's tourism development strategy emphasises sustainability, authenticity and innovation. As we open our doors to the world, we remain committed to preserving our landscapes and cultural heritage, while offering visitors genuine human connections and immersive experiences. FITUR 2026 will not only be an exhibition, but also a statement of Moldova's confidence and creativity as a growing destination in Europe.