The campaign promoting Romania as a tourist destination on BBC News television, carried out at the end of last year, generated a 65 percent increase in viewers’ familiarity with our country, according to the Ministry of Economy, Entrepreneurship and Tourism (MEAT).
At the same time, the likelihood of recommending Romania as a travel destination increased by 157 percent.
“Successful campaign promoting Romania as a tourist destination on BBC News television, carried out at the end of last year, between 18 October and 15 November! During this time, 8 videos were broadcast, directed by producer Charlie Ottley, capturing the beauty of our country in every season and highlighting various types of tourism, specific to our destination. According to the report provided by BBC Studios, Romania’s promotional campaign achieved a 59 percent recognition rate, exceeding the standard norm. Furthermore, the results show that viewers’ familiarity with our country increased by 65 percent, while the likelihood of recommending Romania as a travel destination increased by 157 percent. At the same time, the broadcasting of the commercials has favoured an increase of 212 percent in positive perceptions of our country’s image,” reads a post on MEAT’s Facebook page.
According to the source, in addition to this data, interest in the TV spots was also highlighted, with over 71 percent of viewers wanting to discover more about our country.
The spots promoting Romania were broadcast 86 times, with BBC News attracting more than 13 million viewers in Europe during the reference period. The videos were placed during news programmes (e.g. BBC News), special segments (World Business Report), but also during thematic programmes (The Travel Show Modules). 73 percent of those who saw the spots concluded that BBC News is the right place to promote Romania.
“The good news was doubled by the data from the National Institute of Statistics. According to the report on national tourism for 2023, the number of foreign visitors arriving in Romania increased by 26.5 percent compared to the previous year. In terms of the top tourist sending countries, the United Kingdom of Great Britain and Northern Ireland ranks 6th. Furthermore, there has been an increase in UK tourists compared to 2022 of 27.8 percent,” informs the ministry.