This paper presents a theoretical-methodological foray on identifying the position of Moldova as a
tourist destination on the international arena. Thus, the purpose of this study is to investigate the effectiveness of
measures applied by the state in promoting the Moldovan brand as a tourist destination in the international
arena. At the same time, the research was aimed at eliciting the factors, the elements that influence the process
of forming the image of tourist destinations. Also, the challenges and problems faced by the image of Moldova
on the international arena were outlined, but also the measures that deserve to be applied in order to improve
the image of Moldova as an attractive tourist destination for tourists. The research methodology focused on the
use of several methods such as: analysis, synthesis, induction, deduction, abduction, comparative method,
graphics, qualitative research. In conclusion, we note that Moldova is a tourist destination that has its own
tourist brand, which is intensely promoted in the international arena, but which remains a tourist destination
poorly exploited by foreign tourists due to multiple infrastructure issues, communication with tourists, conditions
accommodation, etc. In these conditions, Moldova needs a total revival of the tourism sector, which will help the
country to attract new tourists, but also to retain them.