Romania has an outstanding natural and cultural heritage which is not yet valorised to its full potential through ecotourism. In order to do so, the existence of green tourism businesses is not enough to assure authentic ecotourism experiences. Ecotourism principles and guidelines need to be applied and reinforced by all stakeholders: businesses, governmental authorities and NGOs, with the aim of developing ecotourism destinations. In this context, the present paper uses a case study approach to outline the challenges of developing these ecotourism destinations in Romania. Several initiatives and projects are outlined as well as their work in progress.
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