From Brasov to Andalucia: Alina Nicoara’s Key Takeaways
Our third interview features Alina Nicoara from the Brasov Metropolitan Agency for Sustainable Development. Representing an association of Brasov Municipality, the County Council, and 18 local authorities, the agency promotes cooperation for the sustainable growth of the region.
Recently, Alina participated in the Staff Exchange in Andalucía, organised within the Tourism in Balance project, supported by the Junta de Andalucía. During this exchange, participants attended the Tourism Innovation Summit (TIS), tackling topics like mass tourism reinvention, historic city challenges, short-term rentals, and digitalization.
Stay tuned as Alina shares insights on Brasov's sustainable tourism approach and key takeaways from her experience in Andalucía!
Why did Brasov join the "Tourism in Balance" project?
Although Brasov isn’t as crowded as Amsterdam or Andalucia, it has the highest number of tourists per capita in Romania. With the opening of Brasov International Airport, which already has 14 weekly incoming flights from 11 destinations (as of September 2023), the city anticipates rapid tourism growth. We see this project as a chance to learn about sustainable tourism practices and implement them.
What specific challenges does Brasov face with overtourism?
We currently lack a destination management organization and marketing strategies, which are crucial for balanced tourism development. Learning from experienced partners like Andalucia, Tallinn, Amsterdam, and Rome is essential. Their lessons and best practices will help us manage growth sustainably. Without proper policies, we risk residents leaving the city centre due to overcrowding. Managing this balance is a priority.
What unique contributions does Brasov bring to the "Tourism in Balance" partnership?
Our experience, while limited, is innovative. For example, we’ve partnered with Orange Romania on alternative data management, including studies on visitor flows and metropolitan mobility. These tools help us understand where tourists come from and how long they stay, addressing gaps in official data.
You recently participated in a staff exchange in Andalucia. What were your expectations?
Andalucia excels in destination management, a focus area for the project. Brasov doesn’t yet have a destination management organization (DMO) but is working to establish one by 2025. Learning from Andalucia’s data-driven approach to tourism planning was a key goal.
What strategies from Andalucia do you think can be applied in Brasov?
Their use of data is impressive. Andalucia tracks 122 tourism indicators, enabling strategic planning based on real insights. In Brasov, we currently lack comprehensive data and rely only on overnight visitor numbers, which miss day-trippers. Tools like Wi-Fi and optical sensors, as well as sustainability KPIs, could help us better manage tourist flows.
What message would you share with stakeholders about managing tourism?
Collaboration and knowledge sharing are crucial. As one of my colleagues said, “We are not smarter, but we surround ourselves with those who know best.” Continuing partnerships and building on good ideas from one project to the next is essential for long-term success.
It’s clear we need better collaboration among local authorities,
businesses, and residents. Transparency and data-sharing can help resolve conflicts and ensure sustainable growth. As Andalucia’s motto says, “Sharing is Smart.”
Any additional insights from the Tourism Innovation Summit?
The summit emphasized the need to reconsider tourism models. We must decide whether to pursue mass tourism, niche markets, or longer stays. Involving residents in decision-making is key to maintaining authenticity, which is at the heart of what makes a destination attractive.
