Diana Lazar

Diana Lazar is a prominent figure in transforming Moldova's tourism sector, focusing on agritourism, wine tourism, experiential travel, destination marketing, and tourism policy-making.

With a decade of experience in leading tourism sector development, she is currently the Senior Tourism Lead and Wine Director at the USAID Competitiveness and Resilience Activity in Moldova.

Diana Lazar has played a pivotal role in advising on project strategies that significantly increased the influx of tourists and enhanced the visibility of Moldova's unique tourism offerings. Her expertise in managing comprehensive work plans has led to the successful implementation of impactful marketing campaigns and product development strategies, doubling the number of SMEs in inbound tourism, including B&Bs, rural guesthouses, and wineries.

She led the efforts in establishing and promoting Moldova's first tourism country brand, symbolized by the Tree of Life, that positioned Moldova as an attractive destination for agritourism and wine tourism. Through her leadership, the 'Be Our Guest' campaign and the developing of the 'Wine Routes of Moldova' have set a benchmark for experiential travel and creative tourism, contributing to Moldova's integration into the Council of Europe's Cultural Routes.

Dr. Diana Lazar's work embodies a commitment to sustainable and innovative tourism development, making her a distinguished speaker at tourism and development conferences. She is a lecturer at the Moldova State University in tourism programmes and international trade law.