TOWARDS SUSTAINABLE TOURISM DEVELOPMENT

The existing EU ramework for the development of economic, social and environmental policies based on the Partnership for Growth and Jobs and the Sustainable Development Strategy provides an adequate background for achieving Objectives on the sustainability of the European tourism and challenges to be addressed to objectives of this "agenda"; economic prosperity, social equity and cohesion, protection of the natural environment and culture. These objectives should also guide European tourism stakeholders in their policies and actions affecting the impact of outbound tourism from Europe and in supporting tourism as a tool for sustainable development in host countries. To achieve these objectives, a number of tourism-specific challenges need to be addressed. Stakeholders should continue to anticipate and monitor changes. Policies and actions must take into account how demand and offer will be affected by environmental challenges- such as climate change and water scarcity-, technology developments or other current political, economic and social issues. Therefore, all challenges will be regularly updated in conjunction with all stakeholders. Achieving the objectives of this agenda and addressing the above challenges will require consistent action that can be supported by appropriate public policies: sustainable management of destinations, the integration of sustainability in the business environment and tourists' awareness of sustainability. In a competitive global and more and more developed market nowadays, there is a great need for a powerful national branding of tourism management that could optimize the resources, could concentrate on a nucleus the interests the public and private sector, the national, local and regional secto - and capture the tourists' attention. This will need a certain type of interest for a coordinated approach to marketing and distribution through the internet in order to optimize the vision on Romania.