Moldova has been making strides in positioning itself on the global stage, from investment attraction to tourism promotion. As Deputy Director of the Invest Moldova Agency, Irina Tolstousov plays a key role in shaping the country’s brand and ensuring its message reaches international audiences. In this interview, she shares insights on Moldova’s evolving identity, the challenges and opportunities in country branding, and the places that inspire her in her work.
Irina, if you were to describe Moldova in just three words to someone who has never been there, what would you say?
Authentic, Resilient, Surprising.
Moldova is a country that embraces its authenticity, whether in its deeply rooted traditions, its warm hospitality, or its world-class wines. Resilience defines us—we continue to evolve and grow, building on our heritage while shaping a modern, competitive economy.
And Moldova is surprising because it offers something truly off the beaten path—no tourist crowds, just an unexpectedly cozy atmosphere, authentic experiences, and a slower rhythm that allows you to truly connect with the place.
Moldova’s Tree of Life brand has gained recognition. What inspired this concept, and how has it evolved?
The Tree of Life is a powerful symbol deeply rooted in Moldova’s culture and history. It represents continuity, growth, and connection—values that define both our people and our economy. The brand was designed not just as a logo but as a storytelling platform that reflects Moldova’s strengths: its people, traditions, and ambitions for the future.
Since its launch, the Tree of Life has expanded beyond a visual identity—it now serves as a unifying narrative across sectors. We see it integrated into investment promotion, tourism campaigns, and cultural diplomacy. Its adaptability ensures that Moldova’s story remains dynamic and engaging for different audiences worldwide.
You’ve worked on high-impact campaigns like ‘Moldova – Small Country, Big Heart’. What key lessons have you learned about place branding from these initiatives?
One of the most important lessons is that authenticity wins. Place branding is most powerful when it reflects a country’s genuine values, rather than an idealized or artificial image. The “Small Country, Big Heart” campaign resonated precisely because it expressed Moldova’s empathy, solidarity, and openness, especially during a time of regional crisis.
Following the start of the Russia-Ukraine war, Moldova faced unprecedented visibility on the international stage. According to Bloom Consulting’s 2024 Nation Brand Research, Moldova was one of the few countries that experienced a positive shift in global perception. We were even given a special mention as a country that managed the crisis exceptionally well in terms of nation brand impact.
This reinforces the idea that actions speak louder than words in place branding. Moldova’s humanitarian response—welcoming over 900,000 refugees in transit and offering real support despite limited resources—was not only the right thing to do but also a defining moment in shaping our brand.
In a global survey of perception drivers, countries seen as acting clearly and compassionately during the war saw major boosts in visibility and trust. Moldova stood out despite its size—proving that even a small country can have a big voice when values and behavior align.
Another key lesson is the importance of consistency and focus. Moldova cannot compete in terms of marketing budgets, but we can win with focus, credibility, and storytelling.
The campaign taught us how crucial it is to align government action, communication, and brand narrative—ensuring that what we say is reflected in what we do.
Attracting investment and positioning a smaller country on the global stage comes with unique challenges. What have been the biggest hurdles in branding Moldova, and how have you navigated them?
One of the main challenges is visibility—competing for attention in a crowded global marketplace. As a smaller country, we don’t have the same marketing budgets or international media exposure as larger economies, so we must be strategic in how we tell our story.
To navigate this, we focus on niche strengths where Moldova can stand out. One great example is the growing visibility of the Moldova Innovation Technology Park (MITP)—a virtual economic zone that has attracted over 2 000 companies from 40+ countries, including global players and remote-first startups. MITP has become a strong proof point for Moldova’s competitiveness in IT and digital services, and it serves as a real anchor for repositioning our country as a destination for innovation, talent, and smart regulation.
We’ve learned that impactful branding must go hand in hand with real assets. MITP is not just a policy success—it’s a brand asset in itself. Featuring it prominently in our investment messaging has helped us break through stereotypes and communicate that Moldova is not only open for business, but is already delivering measurable results.
Another challenge is changing perceptions. Many still associate Moldova with outdated or limited narratives. To shift this, we amplify real success stories—foreign investors thriving here, and entrepreneurs building cross-border partnerships. These human-centered stories help audiences reimagine Moldova as a country of opportunity and resilience.
Which countries do you think are currently leading the way in place branding?
Several countries and cities stand out for their strategic, authentic, and well-researched approaches to place branding.
Estonia continues to be a benchmark in how to position a small country through a focused and consistent narrative. Its branding as a digital nation is not just a slogan, it’s deeply embedded in national policy, education, and public services. That alignment between brand and lived experience makes it incredibly powerful.
The United Kingdom’s “GREAT” campaign is also impressive for its longevity. Maintaining a campaign for over 12 years in such a dynamic media landscape is no small feat. It shows how a clear, adaptable, and inclusive message can evolve over time while remaining recognisable and effective.
Costa Rica is another inspiring example. While launching a new country strategy, they chose to keep the core elements of their previous identity. For me, this demonstrates maturity and a deep understanding of what works and what doesn’t — proof of strategic thinking grounded in research, not just rebranding for the sake of change.
And then there’s The Nordics, which I admire for their collaborative regional approach. Countries like Sweden, Finland, Norway, Denmark, and Iceland often communicate shared values — trust, sustainability, innovation — while still maintaining individual narratives. This kind of collective identity building strengthens their global influence without diluting national distinctiveness.
Looking ahead, what’s next for Moldova’s country brand?
This year marks a major turning point for Moldova — we are launching our first-ever national country brand strategy. It’s the result of deep analysis, broad consultation, and a collective ambition to present Moldova with clarity, confidence, and consistency. I’m incredibly excited about this milestone, as it will give us a solid framework to align our efforts across investment promotion, tourism, culture, and international communication.
Another highlight is Expo 2025 in Osaka, where Moldova will have a national pavilion. This will be our chance to present Moldova on one of the world’s biggest stages, not only through compelling storytelling and cultural expression, but also by showcasing our strategic sectors and future-facing vision.
The brand strategy will be the foundation guiding how we present ourselves — from the visual identity to the tone of voice and the experiences we design for international visitors.
Beyond your professional role, what’s one place in Moldova that holds a special meaning for you, and why?
For me, the wine cellars of Cricova and Mileștii Mici are among the most meaningful places in Moldova. They are far more than tourist attractions — they are living monuments of our national identity, where history, tradition, and craftsmanship are preserved underground in truly extraordinary ways.
Cricova is a masterpiece of precision and elegance, stretching over 120 kilometers of underground galleries, some dating back to the 15th century. It houses an oenotheque of over 1.3 million bottles, including rare vintage collections and wines gifted by world leaders. Its sparkling wine production follows the classic méthode champenoise, and it has hosted heads of state from across the globe. Cricova is not just a winery — it’s also an official protocol location for Moldova’s state diplomacy.
In contrast, Mileștii Mici holds the Guinness World Record for the largest wine collection in the world — over 1.5 million bottles — and its limestone tunnels run for more than 200 kilometers, though only about 55 are used for storing wine. Walking or cycling through its cool, dimly lit corridors feels like entering a timeless realm where Moldova’s deep winemaking roots have quietly matured for centuries.
What touches me most is that wine in Moldova isn’t just a product — it’s a story, a culture, a tradition. It lives in our soil, in our rituals, in our family histories. Wine is in our DNA — the most emblematic expression of who we are and how we connect with the world.
I truly wish more people knew about this patrimony. These cellars aren’t just tourist destinations — they’re symbols of resilience, pride, and artistry, and they remind me of how much Moldova has to offer when you take the time to look just a little deeper.
Thank you, Irina.
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