Clusters as a solution to

relaunch tourism in Romania

Razvan Filipescu, President
National Authority for Tourism, Romania
Romanian National Authority for Tourism
Responsible at national level with the
tourism policy regarding the
promotion, control and development
of the tourist destinations and
products
Main tourist products : Rural
tourism, Health and wellness,
Touring, Active tourism, Wildlife and
nature parks, City breaks
New tourist products: Gastronomic
Tourism, cruises along Danube River
and Black Sea Ports, cyclotourism, etc


CLUSTERE Cooperare regional
5
ITC
Spa tourism
Green energy
Textile
Wood
ITC
Shipping
Spa tourism
Agrofood
Textile
Green energy
ITC
Automotive
Agrofood
Tourism
Textile
ITC
Wood
Green energy
Agrofood
Thermal tourism
ITC
Spa tourism
Green energy
Wood
Agrofood
Textile
Mechatronics
ITC
Automotive
Green energy
Spa tourism
Agrofood
Textile
ITC
Automotive
Green energy
Spa tourism
Agrofood
Regional development through
CLUSTERS
(competitivity, quality products, brand)
MANAGEMENT of
the CLUSTER
- Free association, without legal status
- Board of Directors
Universities,
Research
institutions
Companies,
Professional
associations
in the field
Public
authorities
Agencies,
institutions,
consultants
the MARKET
The aim:
Socio-economic
development
The model "Four clover"
SUCCESS FACTORS
1. Constant cooperation between
actors that constitute a cluster
2. Ensure a common identity and a
clear common strategy based on
common and complementary
competences, demonstrated in
practice;
3. Participants remain competitors in
all points of view
TRANSYLVANIA
CLUSTER
The cluster management is provided by
participants through structures clearly
defined and appropriate training
A very good audit of the
tourist destination with
accent on:

The natural patrimony
The tangible cultural
patrimony (religious and
laic)
Policy Economy
Technology Society
Transylvania Cluster, success factors:

An important number of mineral water
springs and mofete-the fumarole gas
(35% of Europes springs) providing a
large choice of spa treatments
Ozone-charged air of the high altitude fir
tree forests
Saline atmosphere, saturated with
beneficial particles, of the salt mines
The spa resorts are found in all
geographical areas
Transport : Tarom airline flights
SUCCESS FACTORS
CHALLENGES
1. To organize the cluster as an
open system. To be thought of
as a Destination Management
Organisation (DMO)
2. Audit done correctly/correct
established destination/tourism
product correct established
3. To establish the clusters vision
over the importance of tourism
in general, according to the
cultural/natural regional
patrimony
For the Transylvania cluster:
The implication of the human
factor (cooperation between
members of the cluster) is essential
Roads to the tourist attractions
Modernising the destinations with
patrimony
Education of people from the
destinations with patrimony
Protection of environment and
patrimony first of all in these
destinations
Investments in tourist facilities and
leisure activities
... Is to ensure:
Cooperation, collaboration
between members of the cluster
Responsible with the elaboration
of the strategy, rules of
procedures, database, website and
promotion
Responsible to:
Develop partnerships at regional, national and international levels
Develop relationships with other clusters to implement projects
The most important thing for a cluster manager
One advice
The development
economic plans of the
destinations will focus
more and more on the
contribution of tourism
and the travel services
sector (Ph. Kotler et al,
1993)
Tourism has an extraordinary
potential, that needs to be
exploited, and the most
adequate form of
organisation is the CLUSTER
Through cooperation and
collaboration, the cluster will
facilitate the development of
integrated projects and will
represent the most important
economic area in the region