Elena Stepanov
This was reported to the SeeNews portal by Elena Stepanov, Executive Director of the National Association of Inbound and Domestic Tourism of Moldova (ANTRIM).
In the first half of 2026, the number of tourists arriving in Moldova rose by 25 per cent compared with the same period last year.
“This is a significant figure for us, as we are a small country and the services we offer are based on authenticity; therefore, our product is not aimed at the mass market,” explained Stepanov.
In 2025, Chisinau Airport handled over 6 million passengers — compared with approximately 4 million in 2024. Stepanov noted, however, that around half of those arriving were members of the diaspora: Moldovans returning home for the holidays, as well as people with dual citizenship (including Romanian).
Wine tourism and longer stays
There are over 200 wineries in Moldova, many of which have expanded their range of services to include guest accommodation, event organisation and outdoor activities, such as walking and cycling.
“Over the past ten years, we have been working with wineries, helping them to focus not only on wine production and export, but also on tourism,” notes Stepanov. “We aim to organise major events and demonstrate that wineries in rural areas are also capable of hosting events and accommodating visitors.”
Among the country’s main wine-related attractions is the Mileștii Mici winery, listed in the Guinness Book of Records as the holder of the largest wine collection, numbering around 1.5 million bottles. Its underground tunnels stretch for more than 200 km, whilst those of the Cricova winery extend for more than 120 km; here, visitors are offered much more than just wine tastings.
In the capital, Chișinău, the 25th National Wine Day took place on 3–4 October, bringing together 114 wineries and visitors from over 70 countries. During the event, 116,800 wine tastings were held — 38 per cent more than the previous year.
Most tourists stay in Chișinău for up to three days, which puts pressure on the capital’s limited hotel capacity during major events. The ANTRIM Association is actively promoting rural guesthouses and other regions of the country to spread the tourist flow and increase the length of visits.
“You can stay in a rural guesthouse just a 20-minute drive from Chișinău, where high-quality services are also provided,” says Stepanov. “Moldova isn’t the cheapest destination, and we don’t aim to position it as such. Guests pay for service, experiences and authenticity, so we’re working to enhance the potential and professional capabilities of those working in the tourism sector.”
To develop tourism outside the capital, ANTRIM is promoting accommodation options and tourist attractions in rural areas — ranging from guesthouses and walking or cycling routes to gastronomy based on local farm produce. Wineries are also expanding their range of services, offering accommodation, leisure facilities and infrastructure for business meetings, corporate events, conferences and exhibitions.
The development of tourism infrastructure is supported by private investment – both local and foreign (including from neighbouring Romania) – as well as by the opening of hotels under international franchise agreements.
Expanding the tourism offering: moving beyond wine tourism
Medical tourism also attracts travellers – this is facilitated by competitive prices and the availability of multilingual medical specialists.
According to Stepanov, a 2024 study found that around 30 per cent of tourists visit the country for medical services. The main countries of origin for such visitors include Italy and Germany; dentistry and surgical treatment are in the greatest demand. Medical tourists tend to stay in the country for longer, which allows them to combine receiving medical treatment with sightseeing and experiencing the local culture.
Other attractions include opera performances at the ‘Orheiul Vechi’ Cultural and Natural Reserve, the traditions and cuisine of the autonomous region of Gagauzia, as well as music festivals and sporting events. Moldova does not have distinct peak or ‘low’ tourist seasons, although, according to Stepanov, the period from April to November is particularly favourable for travelling around the country.
Transnistria – a region that has seceded from Moldova – also attracts tourists. “One in three travellers coming to Moldova wants to visit Transnistria as well,” explains Stepanov, noting that for visitors this offers a chance to take a journey into the past – into the atmosphere of the Soviet Union. For its part, ANTRIM is developing tourism products and clusters linking both banks of the Dniester, including attractions located in Transnistria.
As Stepanov points out, another part of the country’s promotional strategy is to turn its relatively low profile on the international stage into a competitive advantage. The focus is on travellers who are keen to discover lesser-known destinations. Marketing campaigns are tailored to specific markets and encourage tourists to be among the first to discover Moldova.
Expanding into new markets
According to Stepanov, the development of air links opens up opportunities for Moldova to diversify its tourist flow: the country is currently connected by direct flights to around 78 cities.
The main countries from which the largest number of tourists arrive in Moldova include Romania, Italy, Germany, Spain and Poland. At the same time, the ANTRIM association is exploring opportunities to enter markets in countries whose residents tend to spend more whilst travelling. Particular attention is being paid to Switzerland: a number of promotional activities were launched there this year, including participation in a tourism exhibition in Zurich.
“We are not chasing coverage of large markets. We are looking for destinations where we can offer something of value; in our view, the profile of the Swiss tourist is a good match for what Moldova has to offer,” noted Stepanov.
In addition, the association is working on creating joint tourism products with other countries to attract travellers from remote regions. Cooperation with Ukraine had previously been planned, but these plans were disrupted due to the war. Under the current circumstances, Moldova has entered into a partnership with Armenia: the two sides are developing ten-day itineraries, each involving a five-day stay in each country.
Geopolitical challenges
The war in neighbouring Ukraine continues to affect the perception of Moldova as a tourist destination. According to Stepanov, travel advisories issued by a number of European countries (including Austria) are hampering tour operators’ efforts to establish partnerships and attract tourists.
Nevertheless, despite the ongoing hostilities, the Moldovan Association for Inbound and Domestic Tourism (ANTRIM) has continued to run international marketing campaigns and participate in trade fairs to maintain the country’s profile.
A campaign was also organised to support entrepreneurs who have made their guesthouses and other accommodation services available to refugees. Stepanov emphasised that, despite the current geopolitical obstacles, ANTRIM is committed to ‘showing flexibility and seizing every opportunity to promote the country’.
This story was translated with the assistance of artificial intelligence.The translation was also reviewed by the Logos Press editorial team.
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