Moldova's 'Tree of Life': A symbol of unity and prosperity
The 10th anniversary of the "Tree of Life" national brand was celebrated recently with an event attended by promoters of this symbol of our national identity.
Experts believe this brand has brought significant economic benefits to Moldova and positioned the country as an authentic tourist destination on the international stage. Following its launch, the "Tree of Life" advertising spot aired on Euronews.
In 2013, Lonely Planet named Moldova the most unexplored tourist destination in Europe, prompting the decision to rebrand the country's tourism. With USAID's support, the creation of a tourist brand began. After considering several options, the "Tree of Life" tourist brand was launched on November 20, 2014, and later became a national brand in 2018.
"For the first time since independence, Moldova has welcomed 200,000 foreign tourists. The national brand has been instrumental in this achievement, as all of Moldova's promotional materials align with the brand's identity," stated Nicolae Platon, President of the Tourism Promotion Center.
Experts view the Tree of Life as a symbol of fertility. Its lateral branches represent the Christian identity, hospitality, rural values, and the importance of folk crafts of the Moldovan people.
"Over the past 10 years, the Tree of Life has instilled pride and dignity in our nation and united society. It has also driven economic growth, stimulating development in rural areas and attracting a significant number of tourists, especially before the COVID-19 pandemic. Moreover, Moldovan hospitality, exemplified by opening homes to refugees, has become our hallmark," said Diana Lazăr, a USAID representative.
"Companies and strategic sectors have adopted this brand identity, enhancing Moldova's international recognition. We've showcased the Tree of Life at nearly 50 exhibitions and support over 10 international exhibitions annually," explained Irina Tolstousov, Deputy Director of the Investment Agency.
A team led by Eugen Boico spearheaded the creation of the brand's initial version ten years ago.
"The 'Tree of Life' national brand has unified Moldova's communication efforts around a single symbol and narrative. We also have the prestigious 'Wines of Moldova' brand, and I envision a powerful synergy between the two," said Eugen Boico, a company director.
The "Tree of Life" national brand, a symbol of national culture, tradition, hospitality, and authenticity, was launched on November 20, 2014.
Translation by Iurie Tataru
