Romania must imagine its present to sketch its future.

In 2022, I presented, with Magna cum laude, my doctoral thesis on Romania’s country brand, an exhaustive research on the issue and its possible solutions. The research took almost six years, and I am making the result public because I believe that now, more than ever, there is a need for an integrated and strategically grounded vision, both economically and in terms of image. The research outcome was surprising even to me, with the leading proposed strategic solution having an impact on all levels, affecting both citizens and the entire economy, at least in the medium term.

The country brand, a tool that facilitates tourist, political, or investment interests, is one of the most frequently used instruments by nations that constantly make pragmatic and programmatic efforts to “polish” their image to gain benefits. While until not long ago these endeavors were strictly the domain of public relations at the political and diplomatic level, today they unfold on almost all planes, extending to campaigns for attracting talent and workforce, maintaining the stability of the national currency, and restoring domestic or international credibility. Unfortunately, the obsession with image has always prevailed, with Romania being more focused on talking and telling, rather than doing and demonstrating. Romania’s presence has become, at best, responsive or passive in relation to external environmental factors (political, social, cultural, economic), the exact opposite of a proactive attitude oriented towards doing, building, achieving, and communicating in this regard.

The benefits of a pragmatic and concerted effort – a necessary condition – are potentially countless. Still, it requires the adoption of a precise direction in which to move, as well as the allocation of resources, facilities, infrastructure, and legislation to support this endeavor. Therefore, by respecting this stated condition – a concerted, strategically thought-out effort – Romania could achieve, in a relatively short time – much shorter than the time elapsed since 1989 to the present day – an economic and political standing relatively equal to that of other European states.