Annals of the Constantin Brâncu și University of Târgu Jiu, Economy Series, [630801]

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007

POTENTIAL OF WINE TOURISM IN ROMANIA.
CASE STUDY: DEALU MARE VINEYARD

NEDELCU ADRIAN
LECTURER, PH.D., PETROLEUM-GAS UNIVERSITY OF PLOIEȘTI,
e-mail: [anonimizat]

Abstract
Wine sector can contribute to the rediscovery of Romania as a possible tourist destination, and the
multiplication of interest in this area can offer a wide range of experiences (through rural tourism, wine tourism),
active holidays and even business opportunities. The development of tourist destinations is closely linked to their
natural environment, cultural distinctiveness, social interaction, security and wellbeing of local populations. These characteristics make wine tourism the driving force for the conservation and development of the tourist destinations in the Dealu M are vineyard, the largest vineyard in the most important wine -growing area of the country. Romania has a
remarkable wine heritage, both on a European and global economic confirmed statistics every year. Wine tourism is on
an incipient phase in Romania, compared to other countries with significant wine heritage, but is likely sufficiently
sustained development, especially wine -growing potential value resulting from the studies undertaken to
implementation of European Union wine reform. Dealu Mare is a vineya rd where wine tourism could potentially
increase the flow of tourists as well as improve their quality.

Key words: wine tourism , vineyard, wine cellar, Halewood, Budureasca.
JEL Codes : M40, M41

1. Introduction

Wine tourism is one tourism forms that has integrated and quickly adapted to world tourism market
requirements. The need for knowledge and analysis of this tourism form has emerged as a result of tourism demand for change for nature tourism and discovering local traditions, along with wine tast ing and getting to know the preparation
technologies.
The dynamism of this type of tourism is supported also by the largely spread, both in the Old World
(Germany, France, Spain, Italy, Portugal, Greece), and especially in the New World (USA, Argentina, C hile, South
Africa, A ustralia and New Zealand).
The t ravel form which places vineyards wine and the wine tourism in the center arose from efforts to promote
wine products and to bring consumers into direct contact with the envir onment and production methods
[7].
This form of tourism is closely linked to the development of tourism in general, and that, in Romania, is
fundamentally influenced by the quality of infrastructure. In this respect “the road infrastructure development continues to be a priority ite m. Also, the adoption of the national level of certain measures for protected and conservation of the
tourism heritage and of the traditional villages are absolutely necessary”
[2].

2. Wine tourism concept

The history of wine tourism has as a starting point the beginning of the nineteenth century when visiting
vineyards becomes a part of the travel destinations and the mid -nineteenth century, the wine starts to be a primary
motivator for organized travel packages. Under these favorable auspices, wine regi ons gradually become major
attractions at a great contribution link s to legal protectio n of certain wine appellations, which conferred identity to
wines , but especially unique ness. Wine Routes were a significant tourist activity since 1920 in Germany, and in Alsace,
Burgundy and Champagne regions in France, for which wine tourism was often associated , in Europe , with o fficial
wine routes and roads [4].
Most definitions of wine tourism refer to the motivation to go on vacation, to make a journey, to experien ce
and learn new things. Hall and Macionis define wine tourism as the “visitation to vineyards, wineries, wine festivals
and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime
motivating factors for visitors ” [3]. Other authors define wine tourism from three perspectives : the strategy of
attracting visitors , the consumption fo rm and the opportunity for cellars to educate customers and sell wine directly
from the manufact urer [1]. The wine t ourism is defined in the “Western Australia wine tourism strategy” launched in
50

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
2000 as „…travel for the purpose of experiencing wineries and wine region and their links to lifestyle. Wine tourism
encompasses both service provision and destination marketing“ . According to some authors , wine tourism is
considered to be a form of rural tourism tha t promotes valuable initiatives: measures to protect the environment create a
network of wine routes, touristic cellars and wine centers development . All these initiatives have the potential to induce
a sustained economic growth of rural areas, the creation of jobs, productivity boost , the development of growing
centers and adjacent rural areas , contributing to the de velopment of the whole region [6].
Within wine tourism th e main motivations are : to visit vineyards by connoisseurs in wine growing and
producing , for scientific purposes ; visiting wine regions by wine buyers f or the issuance of a business (business travel ),
to visit vineyards in order to understand the wine mak ing process and taste it on the spot, activity funded by growers
who see it as a promotion activity in order to encourage sales activity and retain potential customers on a long -term; to
know wine routes – road network with a clearly defined theme and attr active geographic dimension generous and a
remarkable cultural heritage of ancient traditions imposed viticulture and winemaking. An example of good practi ce
can be provided by Australia , a country where wine tourism has grown, as confirmed by the average growth rate in the
number of wineries visited in touristic purpo se, which in the period 2000 -2009 was 37.3 % , the 1,647 wineries received
during 2009 about 5 million tourists [7].

3. Wine tourism in Romania

The w ine tourism support in Romania is provid ed mainly by the wine heritage, an exceptional one, recognized
by many prestigious medals won at international competitions (Paris, Brussels, Berlin, Buenos Aires , Bucharest). The
viticulture development in Romania is due to very favorable conditions that vines finds throughout the country ,
especially in the hilly area of eastern and southern Carpathians , in Transylvania, Dobrogea and the west of the country.
The c limate, soil and slope exposure are determinant factors of success in the vine culture and wine quality . The h illy
area climate , favorable for viticulture, is insured by rich heliothermic resources in the vegetation period ( April –
October) , which increase s from north to south, the long, sunny autumns , the lack of rainfall in excess , especially in t he
summer and autumn months plus the absence of any climatic excesses that could create problem in making quality
wines.
In the Carpathian -Danubian -Pontic area, viticulture has been practiced from the earliest times. Testimonies
like materials traces found in the Dobrogea region and written evidence left by Ovidiu, the Roman poet, whose lyrics
present aspects of vines, which attests the age of this culture practice since two millennia and a half ago.
In the Carpathian -Danubian -Pontic area, over time, the viticulture has emphasized the particular features,
differencing vineyards, the best varieties adapted to local conditions, cultural practices (especially cutting manners and
grape vines management) were established, differentiated by region and the specific characteristics of wine were
accentuated (red, white, pink). The introduction of hybrid direct producers (HDP), resistant to pests and diseases, was
one of the measures taken to attack phylloxera that destroyed almost totally the wine heritage.
Since 199 0 viticulture and wine industry has seen extensive and radical transformations: vineyards became the
property of grape growers ; hybrid varieties were replaced with noble vines in order to obtain quality wines admitted to
the EU; the establishment of new vineyards with noble recommended varieties leverage the best environmental
conditions and highlight the quality and productive potential of crop areas bounded by territorial administrative village
level.
In the first international wine statistics, Romania had in 1876 a vineyard area of 97,386 ha and a wine
production of 946,347 hl, in 1982 that area increased up to 299,872 ha, and after the integration of Romania in the
European Union ( January 1st 2007) the vineyard area has gradually decrease up to 183,200 h a (2012) [12] . In the same
time it has suffered from structural and qualitative mutations for the purpose to develop an efficient and sustainable
viticulture realized by introducing a variety of local varieties (50% of the total vineyard area ) increased sh are wines
with designation of origin (DOC); red wines and aromatic shares increasing in the total wine production , the promotion
of wine consumption , strengthening producer organizations in order to create sustainable vineyard holdings eligible for
communi ty financial support . From Romania’s vineyard area (5th place in Europe after Italy, France, Spain and
Portugal) , 52.5 % are planted with noble varieties (96.225 ha) and 47.5 % with hybrid varieties (86. 975 ha). As
international share , Romania is lagging b ehind countries that cultivate more than 400,000 hectares, such as Spain, Italy,
France, Turkey and China (Table 1 ).

Table 1. World’s main vine growing countries
No. Country Cultivated surface (ha)
Average 1996- 2000 2010
1 Spain 1,184,000 1,165,000
2 France 915,000 852,000
51

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
No. Country Cultivated surface (ha)
Average 1996- 2000 2010
3 Italy 909,000 840,000
4 Turkey 584,000 517,000
5 China 376,000 470,000
6 U.S.A. 218,000 398,000
7 Iran 274,000 330,000
8 Portugal 257,000 246,000
9 Argentina 253,000 227,000
10 Romania 208,000 207,000
Source: own p rocessing after the data recorded on OIV – International Organisation of Vine and Wine

An important premise of Romanian wine quality and originality is the varieties that underlying their
production, according to the vocation of each assortment associate d vineyards. From Romania’s wine assortment a few
valuable native varieties stand, these ones were kept in the wine portfolio even after the invasion of phylloxera ,
together with a number of foreign varieties widely appreciated recognized for their oenological qualities.
Form the valuable native varieties of grape we distinguish the following [9]:
• white wines : Feteasca regala (12,909 ha), Feteasca alba (9,592 ha), Grasa de Cotnari (459 ha);
• red wines : Babeasca neagra (2,735 ha), Feteasca neagra (1,948 ha);
• aromatic wines : Tamaioasa roma neasc ă (1,235 ha), Busuioaca de Bohotin (282 ha).
Foreign origin varieties we observe the increasing presence in cultures of the following :
• white wines : Italian Riesling (5 ,964 ha), Aligot e (5,587 ha), Sauvignon (3,948 ha), Chardonnay (1,069 ha);
• red wines : Merlot (11 ,708 ha), Cabernet Sauvignon (4 ,434 ha), Pinot noir (1 ,159 ha), Burgund mare (807 ha);
• aromatic wines : Muscat Ottonel (2 ,610 ha).

Table 2. Material and spiritual heritage in wine tourist offer in Rom ania
Heritage Examples
Natural heritage
Geology and soil Tohani vineyard
Natural landscape, hills Tohani Hills
The human development and lithic heritage;
terraces, benches, hedges, orchards, roads and
pathways, cellars
Dealu Mare vineyard
Cotnari vine yard
Murfatlar vineyard
Cultural heritage of the wine
The grape varieties Feteasca neagra, Tamaioasa romaneasca
The terroirs The climates and the soils of the vineyards of
Dobrogea Hills
Winemaking and farming modes The Budureasca Cellar, Prahova County
The savoir -faire The cellars of Stephen the Great of Panciu
Cultural and historical heritage
Archaeology -architectures and rural building Urlat eanu Manor of Urlat i, Prahova County
Cabins vineyard, wine villages, castles The village Pietroasele, Buz au County
Winemaking facilities: basements, cellars, vats Research & Development Institute for Viticulture
and Winemaking Valea Ca lugareasc a
Toponymy of the vines and wine regions Grasa de Cotnari, Galbena de Odobe sti
Museums and sites of discovery of the vine and
wine 1777 Cellar of Valea Calugareasca,
Prahova County
Folk heritage
Festival of the vine and wines Paprica s and Wine Festival, Buzia s, Timis County
Gastronomic heritage
Agreements dishes and wines Rhein Azuga – Cellar and Pension
Sites and facilities of consumption Reca s Wineries
Source: own proc essing after M ănilă M., 2012

52

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
Wine tourism is founded on the notion of heritage. The wine region image includes for the purposes of
material and spiritual heritage (Table 2).
The wine tourism valences in Romania are appreciated only after 1999, when Halewood Romania group
launches this form of tourism by means of the six modern cellar with special areas for guests, for wine tasting,
restaurants, some of them with accommodation , wine museum or win ery outlet (Rhein Azuga cellars and pension) ,
visited annually by about 15,000 tourists , out of which about 40 % are foreign tourists who arrive in organized groups
from countries in Europe, Asia and North America . In 2004 the first Wine Road project is launched in Romania, in
Dealu Mare region (Prahova County ) which aimed to revive the countryside vineyard more boldly promotin g rural
tourism and agrotourism . Wine routes were soon multiplied immediately after wine producers have facilitated the
access to their properties for tourists through mutual cooperation with hoteliers , restaura nt owners and local authorities,
today the number has increased three times: Arad vineyard Wine Road (Paulis -Ghioroc -Covasant -Siria), Vrancea
vineyard Road (Tamboie sti-Cote sti-Odobe sti-Panciu ) Valcea vineyard Road, the wine route network and vineyards in
Alba (Tarnave, Sebe s-Apold, Alba Iulia, Aiud ) Wine Road from Satu -Mare , Dobrogea Wine Road and Traditions . In
the proximity of these wine routes gradually emerged various tourist ic stru ctures with different functions :
accommodation, catering , treatment or entertainment that enhances the beautiful sceneries and wine landscapes from
Moldova, Banat, Transylvania, Dobrogea , Muntenia and Oltenia.

4. Wine tourism in Dealu Mare vineyard

Dealu Mare vineyard is recognized as “red wine country” holding a great potential to become a leading region
in Central and Eastern Europe for wine tourism, taking into account the fact that the region, is on the same parallel as
Tuscany and Bordeaux win e regions, has all the natural factors to approach the best practice for this type of tourism.
Dealu Mare region relies on several important advantages:
• the proximity to large and very large urban centers (Bucharest, Brasov, Ploiesti, Buzau, Galati and Braila) that can
issue large flows of wine lovers tourists ;
• valuable tourism potential (untapped until now);
• favorable climatic conditions of tourism activities;
• existence of young clientele (25-40 years) with above average purchasing power;
• increa sed interest in natural products and the return to nature;
• increasing popularity of slow -food movement type ,
and aims to create an excellence destination for wine tourism. The region is less developed in regard to rural tourism
and agro tourism , which are alternative income generating activities, providing multiple opportunities for development
in rural areas precisely because single vineyard landscapes, areas of semi -extensive hospitality of rural inhabitants.
Agriculture, mainly in combination with rela ted econ omic activities or tourism (agro tourism), is the main
economic activity and can make a substantial contribution to sustainable regional development.
The preservation of local traditions, culture, wine products, culinary specialties and diversity o f rural tourism
resources offer potential for wine tourism development in the region [8]. One of the most important elements that can
be a factor in the development of touristic sector is wine, the divine drink, produced in the great majority of Dealu
Mare region . Occupying an important place in the local economy, the wine can generate indirect effects in other
economy sectors such as tourism , services, etc. The tourism segments that need to be developed in the region are : rural
tourism, agro tourism, ecoto urism, cultural tourism, gastronomic and wine tourism.
The themed road network in the region (Wine Road in Prahova, Buzau Road wineries) encompasses 25
wineries out of which 23 are open for tourists (11 wineries in Prahova county and 12 in Buzau county ) 3 wine centers
(Halewood Romania, Valea Calugareasca and Tohani) and 2 viticulture and winemaking research units. The l ocalities
traversed by two wine routes from west to east are: Bolde sti Sc ăieni, Bucov, Valea C ălugăreasc ă, Varbila, Jerc ălăi,
Urlati, Ceptura, Mizil, Gura Vadului, Tohani (in Prahova county) and Sahateni, Naieni, Breaza, Ba deni, Pietroasele,
Merei, Zore sti si Verne sti in Buzau County. The two wine routes cross the most bea utiful places Dealu Mare vineyard,
offering the opportunity for wine tourists to discover the combination between the region’s wines and cuisine, culture
and scenery to enjoy wine from lookout points.
The main tourist attractions of Mare Dealu thematic roa ds are:
• vis iting wineries and tasting wine: Seciu cellar, Urlateanu Mansion, Basilescu Cellar, Bolgiu and Dealu Mare
Domains Cellars from Urlati, SERVE , Rotenberg and Davino from Ceptura, Vitis Wine Metamorfosis Vadu Digging
of Vadu S ăpat, Budureasca, Tohani and Oenoterra of Gura Vadului, LacertA Winery , Apostol Cellar, Burduce a
Winery , Stanciu Cellar all of Naeni , Franco – Romanian Domains and Sahateni Domains , Lupilor Cellar of Breaza ,
Dragu Cellar of Ba deni, Pietroasele Research Station, la Butoaie and Anton Wine Cellar of Pietroasele, Copaci of
Izvoru Dulce Cellar, Vinarte o f Zoresti ;
• culinary adventures: truffle tourism , truffle hunting in hardwood from Dealu Mare ( great success in France, England ,
USA) ;
• Bike Path taste adventures on Dealu Mare ( length 140 km between Ghighiu and Ciolanu which can be covered in 5
days) ;
53

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
• visiting religious buildings : monasteries ( Ghighiu, Zamfira, Jercalai, Va rbila, Ciolanu) and churches ( wooden church
from Mizil , 52 m high t “Dintr -o piatra“ Church in Na eni);
• visiting outdoor sculpture camps from Na eni and Magura;
• visiting archaeologi cal sites: Thracian tombs and limestone quarry from Na eni, archaeological sites from Pietroasele ,
Roman baths , The Hen with Golden Chicks, Monteoru culture ;
• admiring the extraordinary panoramic on top of hills in points like: Seciu , Stanca Tohani, Na eni, Ciolanu or forest
landscapes from Monteoru , Plopu and Magura ;
• Spa treatments at Sa rata Monteoru ( salty water) , Baile Boboci .
Increasing the number of guesthouses and hotels in the region in the recent years reveals increasing interest for
wine tourism but instead about 60 % of the accommodation capacity in the Dealu Mare region has low comfort , while
tourists are oriented more towards average comfort units (three stars) and high ( four stars) – T ables 3 and 4.

Table 3. Accomodatiom capacity in hotels and the confort degree structure
No. of
hotels No. of beds Comfort degree (%)
4**** 3*** 2** Unclassified
10 550 8.5 33.7 50.9 6.9
Source: own processing after the data recorded on http://www.prahova.insse.ro /

Table 4. Accomodatiom capacity in pensions and the confort degree structure
No. of
pensions No. of beds Comfort degree (%)
4 ♣♣♣♣ 3 ♣♣♣ 2 ♣♣ 1♣
12 211 – 51.2 43.1 5.7
Source: own processing after the data recorded on http://www.prahova.insse.ro/

To boost wine tourism in the region we should take into consideration besides the improvement of the number
of beds and comfort, the development and diversification of food services (restaurants) along with the development of
value added products: meat products, dairy products, bread, truffle products, fruit jams, honey, almonds harvested from
plantations in the region , other wine products ( mash , hot wine, liqueur, sparkling wine, ice wine, wine vinegar etc.).
Wine regions already present in the region’s wine tourism market perceive visits and guided wine tasting
experience as a combination between “divine drink” and food. An increasing number of wine festivals present in the
development and marketing plans of most wine destinations are events that unite in a “marriage ” relationship wine and
food, especially tra ditional products of the region , serving as important elements for the tourist destination
competitiveness [12] .
The development of wine tourism in Deal u Mare vineyard supposes the existence of an infrastructure and
means the promotion of the respective area (Table 5).

Table 5 Elements necessary to wine tourism and its results in Dealu Mare vineyard
Elements necessary for
tourism development Results of wine tourism development
– existence of modern access roads; – sustainable development of the area;
– construction of spaces meant for wine tasting; – improving the image of local wines;
– construction of spaces meant for wine selling; – increasing win e sales;
– opening of public food facilities for serving
traditional culinary products; – attracting new segments of consumers;
– opening accommodation facilities; – promoting local wine and traditional culinary
products;
– construction of spaces for s elling crafts and
souvenirs. – maintaining traditions and customs.

Tourism can and must be the glue that connects the economy, urban and rural civilization, a huge potential
which challenges the rural development in Dealu Mare region. The two tradition al activities (viticulture and wine
production) may allow better economic, social and cultural balance , the spatial diffusion of growth impulses generated
by growing centers – local and regional sustainable development engines.

5. Conclusion

54

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series,
Special Issue/2014 – Information society and sustainable development

„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
Developing a n efficient and sustainable viticulture in Dealu Mare region, supported by the legal and
institutional framework will gradually lead to the development of wine tourism like some famous EU countries
(France, Italy, Spain, and Germany ). It is considered to b e a means to ensure the development of local and national
economy it is a basis for another economic level, a taller one, and for new economic development prospects in this
space. A sustainable wine tourism development involves three main actions: increasi ng private investment in premium
wineries, accommodation structure with high comfort degree , catering, public infrastructure investment and regional
brand promotion activities.
Wine tourism is able to bring significant benefits to local communities in Deal u Mare region by improving
business/companies competitiveness by responding to social needs and, above all, by preserving cultural and natural environment.

6. References

[1] Getz, D., Dowling, R., Carlsen, J., Anderson, D., Critical success factors for wine tourism , International Journal of
Wine Marketing, 11, pp.20 -43, 1999.
[2] Gogonea, R.M., Zaharia M., S tatistical analysis of evolutions of demand and supply of agro -touristic boarding
houses in 2000 -2012 period, in The USV Annals of Economics and Publ ic Administration, Volume 13, Issue 2(18), pp.
7-16, 2013.
[3] Hall, C.M. and Macionis, N., Wine tourism in Australia and New Zealand. Tourism and Recreation in Rural
Areas, Sydney: JohnWiley and Sons, pp. 267 -298,1998.
[4] Hall, C.M., Sharples, L., Ca mbourne, B., Macionis, N., Wine tourism around the world , Oxford: Butterworth –
Heinemann, 2000.
[5] M ănilă, M., Wine tourism – a great tourism offer face to new challenges , Journal of tourism, no. 13, pp. 54 -60,
2012.
[6] Nedelcu, A., Growth Pole Ploie ști – Prahova – tool for regional development , in Recent Researches in Business
Administration, Produc t Design and Marketing, Chania, Crete Isla nd, Grecee, vol. I, nr. 1, pp. 169- 178, 2013 .
[7] Pratt, M. Profiling wine tourists, more than just demographics , in AWBR International Conference, Bordeaux
Management School, 9 -10 June 2011.
[8] Soare I., Man, O., Costachie, S., Nedelcu, A., Viticultural potential and wine tourism in Romania – Journal of
tourism, Suceava, no. 10, pp. 68 -74, 2010.
[9]MADR (Ministerul Agriculturii și Dezvolt ării Rurale), http://www.madr.ro/docs/dezvoltare -rurala/programare –
2014- 2020/programe/Programul -National -de-Dezvoltare -Rurala -2014- 2020.pdf (Accessed at 18 February 2014).
[10] OIV, http://www.oiv.int/oiv/info/enstatoivextracts2 (Accesed at 21 February 2014).
[11] O NIV, http://www.oniv.ro/pagein.php?id=31 (Accesed at 2 0 March 2014).
[12] Wineromania, http://www.wineromania.com/index.jsp?pag (Accessed at 12 February 2014).
[13] INS, http://www.insse.ro/cms/ (Accessed at 20 February 2014).

55