Before 1990, communist Romania was an unappealing tourism destination for various reasons such as the lack of ease of movement, security issues, lack of economic development and poor infrastructure. After the fall of communism, Romania embarked on a process that sought to improve its negative image, a process that involved the development of a new tourism product, one that was more suitable for Romania’s post-socialist image. The country’s rebranding was built around its unique rural heritage and traditions. As a general trend, Romanian festival organisers tend to involve and seek support from local and, usually, small-sized NGOs in order to put into practice innovative green initiatives.