THE CITY OF ORADEA – A SUCCESSFUL TOURIST DESTINATION
Afrodita BORMA,
Department of Economics and Business, Faculty of Economic Sciences, University of Oradea, Oradea, Romania
Abstract: In recent years, the city of Oradea, located in northwestern Romania, has stood out as a model of good practice in tourism development. The Oradea case study highlights the joint efforts of the public and private sectors, along with strategic planning and the implementation of innovative actions, which have significantly contributed to Oradea’s transformation into a point of attraction both nationally and internationally. Among the most notable initiatives are the restoration and valorization of the Art Nouveau heritage, the creation and promotion of the city’s tourism brand, and the organization of numerous cultural events (such as open-air concerts, Christmas and Easter fairs, the Transylvania International Film Festival – TIFF, the City Days festival, and the Gaudeamus Book Fair), all aimed at attracting tourists throughout the year. The projects carried out in the field of tourism focused on developing a welcoming urban environment that highlights the history, architectural wealth of the city while creating a perfect balance between urban hustle and outdoor relaxation. The Oradea and Region Tourism Promotion Association (APTOR) plays an essential role in increasing the visibility of the destination and revitalizing areas with significant tourism potential. The association has launched several innovative initiatives (the “Oradea with Love” campaign, free guided tours, the Oradea City Hunt project and the creation of a customer relationship management (CRM) system) with the aim of increasing awareness and accessibility to the city’s main tourist attractions. Also, the awards obtained by Oradea in the last two years, (Oradea – winner of the title “Art Nouveau Destination in Europe” and the title “Destination of the Year” 2025) shape the image of the city as a successful tourist destination.
Keywords: urban tourism, Art-Nouveau, APTOR, city brand, Oradea.
