Romania is benefiting for the first time from a promotional campaign as a tourist and cultural destination during the prestigious BBC Proms classical music festival in the United Kingdom. The initiative is carried out by the Ministry of Economy, Digitalisation, Entrepreneurship and Tourism, in partnership with the Romanian Cultural Institute (ICR) in London.
Founded in 1895 and hosted at the Royal Albert Hall, the BBC Proms festival kicked off on July 17, 2026, featuring a series of 63 concerts. Throughout the entire event, the official brochure for each concert includes a dedicated page promoting the country titled “Discover Romania”. The campaign coincides with the festival debut of pianist Alexandra Dariescu, the first Romanian pianist invited to perform on the festival’s stage, alongside the Hallé Orchestra from Manchester, under the baton of conductor Kahchun Wong, on August 5. On this occasion, a page in the official publication was dedicated to cultural diplomacy and the activities of ICR London. Alin Grigore, Director General of the Directorate General for Tourism within the relevant ministry, pointed out that participating in the event provides a strategic opportunity to position Romania on the international audience’s radar through culture and heritage, a viewpoint echoed by Aura Woodward, Director of ICR London, who described the project as a landmark moment for the Romanian community in the UK.
Frequently Asked Questions
What is the main objective of the campaign at the BBC Proms?
The campaign aims to promote Romania as an attractive cultural and travel destination to an international audience through dedicated features in the festival’s official concert brochures.
Who is the Romanian pianist performing at the BBC Proms?
Pianist Alexandra Dariescu makes her debut at the festival on August 5, performing with the Hallé Orchestra under conductor Kahchun Wong.
Which institutions organized this promotional initiative?
The initiative is a joint collaboration between the Romanian Ministry of Economy, Digitalisation, Entrepreneurship and Tourism and the Romanian Cultural Institute (ICR) in London.