Romania has set its sights on the flourishing Qatari travel market with a high-profile tourism campaign in Doha from July 21 to 27, aiming to position the Eastern European country as a top destination for affluent Gulf travelers. The initiative, spearheaded by Romania’s Ministry of Economy, Entrepreneurship and Tourism (MEAT), marks the country’s strategic return to the Middle East’s competitive tourism arena after a hiatus since 2019.
Leveraging Qatar’s rising status as a global hub for innovation, creative industries, and luxury consumer demand, the campaign aligns with a growing appetite among Qatari residents and expats for unique international travel experiences. Romania, with its blend of scenic landscapes, historical landmarks, and rich culture, aims to entice a new generation of Middle Eastern tourists eager to explore beyond traditional European hotspots.
Strategic Media Partnership with Dooha Media
The campaign is being executed in partnership with Dooha Media, Qatar’s leading digital media company known for its extensive outdoor and mall-based advertising network. This collaboration ensures Romania’s promotional content is visible across some of Doha’s highest foot-traffic areas at zero cost to the Romanian government, following an agreement secured during the FITUR 2024 trade show in Madrid.
Promotional videos, crafted by a UK-based journalist and filmmaker, are being screened on two of the capital’s most iconic platforms: the curved digital façade of Tawar Mall and the prominent ICONO LED screen at a major city intersection. These placements strategically capture both Qatari nationals and the city’s substantial expatriate population, reinforcing Romania’s brand as a compelling and accessible European destination.
Gulf Travel Demand on the Rise
According to Qatar Tourism’s latest Travel & Hospitality Report, outbound tourism from Qatar surged by over 45% year-on-year in early 2025, with Europe ranking among the top preferred regions. The country’s growing middle and upper class, coupled with expanded air connectivity and a strong travel culture among Gulf Cooperation Council (GCC) states, has opened new doors for tourism boards across Europe.
Romania is seizing this opportunity by highlighting its wide variety of tourism assets, including Transylvanian castles, the Carpathian Mountains, UNESCO-listed monasteries, Black Sea coastal resorts, and a burgeoning wellness and culinary tourism scene.
Flight Connectivity Boosting Appeal
A key enabler of this campaign’s potential success is the non-stop flight connection between Bucharest and Doha, operated by Qatar Airways. This direct link simplifies access for Qatari and GCC travelers looking for short-haul European escapes, with flight durations averaging just five hours. Bucharest’s Henri Coandă International Airport, Romania’s main aviation hub, has also recently enhanced its capacity and traveler services in anticipation of rising inbound tourism.
Campaign Goals: Visibility, Partnerships, and Diversification
Romania’s Doha campaign is guided by three core objectives:
- Increase Visibility – Reintroduce Romania to the Gulf market as a distinct, accessible, and experience-rich destination.
- Attract Affluent Travelers – Capture the attention of Qatar’s growing population of high-net-worth individuals and affluent expatriates.
- Forge Partnerships – Lay the groundwork for future cooperation between Romanian tour operators and Arab travel agencies.
The initiative aligns with Romania’s broader tourism diversification strategy, which aims to expand beyond traditional source markets like Germany and Italy and attract more travelers from the Middle East, Asia, and North America.
Romania’s Untapped Potential for Gulf Travelers
Despite its rich tourism offerings, Romania remains relatively underexplored by Gulf travelers compared to destinations like Switzerland, France, or Turkey. However, with increasing interest in personalized travel experiences and less-crowded European cities, Romania’s medieval towns, scenic train routes, and affordable luxury services provide an appealing alternative.
Romania’s wellness and eco-tourism sectors also align with global travel trends among Gulf tourists, who are increasingly seeking sustainable, family-friendly, and health-conscious vacations. According to Statista’s 2025 Travel Outlook, interest in nature-focused getaways from GCC countries has grown by 38% in the past two years.
Future Tourism Diplomacy in the Gulf
Romania’s engagement in Doha could also act as a springboard for broader diplomatic tourism efforts in the Gulf. Discussions are reportedly underway for Romanian participation in upcoming editions of the Arabian Travel Market (ATM) in Dubai and Qatar Travel Mart (QTM) in Doha. These platforms would provide further avenues to promote Romania’s tourism offerings to B2B and B2C audiences across the GCC.
By aligning media strategy with market insights, Romania’s tourism authorities are demonstrating a forward-thinking approach to destination marketing. The campaign’s low-cost, high-impact model—driven by in-kind media placements—is already being studied by other emerging European destinations seeking to tap into premium travel markets in the Middle East.
Conclusion: Romania Positions Itself for Gulf Tourism Growth
With this timely and well-executed campaign in Doha, Romania is firmly reasserting its presence in the Middle East tourism market. By showcasing its unique blend of natural beauty, cultural richness, and accessible travel options, Romania is not just promoting itself as a European vacation spot—but as a memorable journey into the heart of authentic, lesser-known Europe.
As Qatar’s travelers seek new horizons, Romania is ready to welcome them with open arms and a compelling invitation: experience a Europe you didn’t know you were missing.
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