Bucharest has become the focal point of a tourism campaign 2011-08-15

The campaign, which carries the logo “Europe is younger in Bucharest”, aims to change perceptions of the city and shift the focus from history to modern cultural, artistic and sporting events in the capital.

“The main groups targeted by this campaign include business people, the youth, city-breakers, senior groups and people seeking medical and wellness treatment,” said Elena Udrea, Romania’s minister for tourism.

She did not disclose the amount of money the country had invested in the campaign.

Until now, Romania has lagged far behind its eastern European neighbours as a tourism destination.

Approximately 1.2 million visitors entered the country last year, according to the country’s National Statistics Institute, significantly below the five million who went to neighbouring Bulgaria and nine million to Hungary.

The capital has suffered from a bad reputation for its damaged roads, traffic jams and pollution.

The quality of life in Bucharest was also ranked second to bottom among Europe’s main cities in a survey by the global consulting company Mercer in 2009. The company measured 39 indicators, including crime levels, pollution, access to drinking water, sewerage and public transport, to calculate its results.