At the end of the contract implementation period, România Atractivă (Attractive Romania)—part of Romania’s first nationwide programme dedicated to promoting cultural and historical tourism—has delivered results that confirm strong public interest in the heritage sites and destinations featured across its 12 cultural tourism routes.

Launched by the Ministry of Investments and European Projects (MIPE) on 15 May 2024, the platform has surpassed 524,000 active users, while its mobile app has recorded more than 83,000 downloads across iOS and Android.

Throughout the implementation period, the programme’s activities generated a total exposure of more than 169 million. This figure encompasses both platform usage and the impact of online promotional activities, including social media, digital advertising, PR and content creator campaigns.

On social media, România Atractivă generated a total reach of more than 52 million. The “My Route” feature, which allows users to create personalised lists of places to visit, was used 6,922 times.

Nearly 700 cultural events were promoted through the app and website, providing visitors with useful information to help plan their trips.

The platform provides information about the sites included in the 12 routes, as well as other nearby tourist attractions. Of the 12 cultural tourism routes, the Castles Route attracted the most interest, with 67,986 views, followed by the Traditional Romanian Gastronomy Route, with 41,184 views, and the Monasteries of Moldavia Route, with 36,168 views.

The most viewed attractions were Apafi Castle, Corvin Castle, Humor Monastery, Ugron Castle and the Teleki Castle Complex.

Between May 2024 and June 2026, the cultural tourism sites included in the programme reported a combined total of more than 4.86 million visitors.

In 2025, the programme’s first full calendar year of implementation, visitor numbers reached 2,349,861—an increase of 445,382 compared with 2024, equivalent to growth of 23.4%.

Visitor numbers at the sites included in the programme are expected to rise again in 2026, supported by the completion of the road marking and signage phase. All 275 sites now benefit from dedicated signage, with a total of 5,356 road signs installed across the country.

România Atractivă has attracted interest both within Romania and abroad. Users based in Romania account for 59.22% of the platform’s total audience, while the largest international audiences come from Germany, Italy, Hungary, the United States, Israel, Poland, France, the United Kingdom, the Republic of Moldova and the Czech Republic.

Interest in the app was evident from its very first week, when it ranked third nationally in the Travel & Local download category and reached leading positions in the Google Play charts across several European countries.

The end of the implementation period does not mean that the platform will be discontinued. România Atractivă will remain available to the public, allowing visitors to continue using the information, routes and digital tools developed through the programme.

The platform can be accessed at www.romania-atractiva.ro, while the mobile app remains available free of charge for iOS and Android.

The România Atractivă programme was launched in May 2024 and concluded on 31 August 2026. With a total value of RON 36,356,328.86, the programme forms part of Component 11 – Tourism and Culture, Investment 1 – Promotion of the 12 Tourism and Cultural Routes, Milestone 332 of Romania’s National Recovery and Resilience Plan (NRRP).

The programme is coordinated by the Ministry of Investments and European Projects, with local authorities, alongside Romanian and international visitors, among its main beneficiaries.