Turns out being hilarious and relatable is a great strategy for tourism.
flick a successful TikTok account . One that is both very popular and extremely remunerative . You might be imagining a fitness influencer , or a comedian , or perhaps a Mormon mom . What probably does n’t take form now to take care is " the state of Romania . "
Or possibly it would , if you ’re already one of their 2.3 million followers . So how does this small European country compete for vital force on a platform filled with meme accounts and the belated terpsichore trend ? By hug the chaos , in the hope that amused , and occasionally bedevil witness might become visitor . So far it ’s working really well .
" Since 2019 , our social medium efforts have contributed to bringing over 200,000 holidaymaker to Romania , which is approximately 5 % of all international tourists in the country during the last four twelvemonth , " Iulian Baltaretu , co - founding father of@Romania , an independent NGO geared towards further Romania ’s tourism , told Thrillist . " We estimate that our content has bring forth over € 100 million for the Romanian economy through increased outgo by these tourists. Via organic reach we create the same time value for which other touristry dining table pay $ 1 - 3 million per calendar month . "
Photo courtesy of TikTok
On TikTok alone , the @Romania account reportedly generates more than 100 million views a month , which importantly boosted the land ’s visibility , particularly among a sought after younger demographic .
Do n’t picture idyllic landscapes and picturesque ley , though . Or at the very least , do n’t assume that ’s the @Romania viral pull . Since the initiative began five years ago , @Romania has been attracting witness , tourists , and money through television with a refreshingly low-pitched production quality and hysterically Gen Z - coded content .
" Can you imagine if your bozo started spill the beans like Dracula ? " reads the caption of one of the bill ’s pop TikToks , where the feline in question makes a really funny ( and accurate ) impression of a vampire . Which , to be bonny , is a cheeky reminder that Romania is home to historically and culturally important Transylvania — Dracula ’s " homeland , " in fact .
Another TikTok targets Romanians and Romania - curious folks alike . " POV : You go to a Romanian household and drink from a ' water nursing bottle ' before smelling [ it ] . " The resolution : coughing , sudden dizziness , going of Libra the Balance . The inside joke being that you might misidentify Tuica — a strong , clear Romanian John Barleycorn made from distilled plum tree — for water .
It ’s good marketing , and over metre it works to associate Romania with a sense of fun and youthful exuberance . Who would n’t want to mark off out a place like that ?
" Our scheme on TikTok evolved naturally as we discover the impact of humour and relatable subject matter on audience engagement , " say Baltaretu . " We gain that the best way to link with both local and international looker is through authenticity , humor , and a personal skin senses . "
But humor , chaos , and relatability are just means to a bigger end : showcasing the real Romania , the one that is so much more than inherited stereotype .
" Romania is more than the clichés often associated with it , such as Dracula or poverty , " explains Baltaretu . It ’s more than its most visited albeit gorgeous spots — more than the Carpathian Mountains , more than the Danube Delta , more than Bucharest . Romania is , as Baltaretu puts it , " rural experiences , unbelievable local cuisine , and a destination where you’re able to experience both adventure and tranquillity , history and contemporaneousness . "
If the memes lure you in , the authenticity have you plume . On @Romania ’s TikTok page , the most pop videos are those showcasing the country ’s lesser - known ( and at times , psyche - blowing ) landscape and traditions . Aghost Ithiel Town submerged in a toxic lake ; heartybread bowl soup ; twomen guiding an astonishingly large ruck of sheep through the mountains ; thebiggest sawbuck you ’ve plausibly ever see . That ’s Romania for you , in a nutshell .
And people love it . In the retiring twelvemonth , the @Romania TikTok account has reached 971 million drug user with its content , which is roughly equivalent to a third of all TikTok users and an eight of the macrocosm population . Maybe this is the new organic way to boost a country ’s tourism . But if you ’re retrieve of asking the @Romania account for tip on how they in reality handle to get here , just forget about it — they’re not really certain either .
" There is one mere solution in the smell of TikTok , " aver Baltaretu . " DON’T ASK US HOW WE DID IT WE JUST DID IT IT WAS HARD . "
