Into the Blue 🍸
About entering a living story. “First Farmers of the World” MICE Conference. In a world where the tourism industry often drowns in a sea of sameness, King Travel, led by visionary consultant Daniel Roșca, sets sail into uncharted waters – embracing the Blue Ocean Strategy not as a theory, but as a living, breathing transformation model. And what better place to launch this journey than the mystical Valea Jiului, in the heart of the Romanian Carpathians?
Chapter I – The Invitation
Daniel Roșca, a long-time MICE expert with King Travel, looked beyond the boardrooms of Europe. What if conferences weren’t just gatherings of minds, but of senses, stories, and ancestral flavors? What if instead of sterile halls, tourism leaders met around a traditional hearth, tasting time-honored recipes passed down through generations? Thus, an invitation was born – extended to tourism management experts, policy makers, and destination strategists across Europe: “Join us on a real journey, not just of discovery, but of reconnection. Not a tour – a transformation. Welcome to Valea Jiului.”
Chapter II – The Destination
Blue Ocean in the Heart of the Carpathians
Valea Jiului (Jiu Valley) is no ordinary destination. It is a space where competition is irrelevant, because the experience is inimitable: Certified agro-culinary shepherding products born from a living cultural heritage. Authentic events like Nedeia from Poiana Muierii, rooted in pre-modern pastoral ritual, ethnographically certified since 1484, Mythology woven into tourism storytelling – legends of momârle, the ancient “stone people”, breathe life into the destination’s branding Strategic geographic positioning – close enough to major cities like Timișoara and Cluj, yet far enough to escape industrial tourism. This isn’t about visiting a place. It’s about entering a living story.
Chapter III – The Culinary Experience
From Fire to Fork Daniel Roșca, alongside a powerful coalition of thinkers and doers – Dr. Avram Fițiu (USAMV Cluj-Napoca), Petre Săvescu (University of Craiova), and a cohort of agricultural innovators – has championed the certification of the momârlănesc menu: a culinary codex of the Valea Jiului identity. From wild cheeses aged in sheepfold caves to herb-infused mutton stews slow-cooked in clay pots, every bite speaks the language of sustainability, terroir, and tradition.
At the upcoming “First Farmers of the World” Conference in Craiova, King Travel invites European MICE experts not only to attend, but to experience – a journey from fork to field, from idea to impact.
Chapter IV – A MICE Reinvention Through this initiative, King Travel demonstrates how MICE tourism can be redefined: Meetings are no longer about PowerPoints – they happen in mountain meadows, around fires, or in reconstructed shepherd huts. Incentives aren’t cash rewards – but immersive access to living heritage, like participating in a ritual Nedeie or learning to prepare a shepherd’s ceremonial dish.
Conferences become catalysts of economic regeneration, not just talk shops – involving academia, local farmers, artisans, and policymakers in co-creation. Exhibitions showcase not products, but practices – ancestral methods, sustainable circular economy models, and certified heritage. Daniel Roșca and the King Travel team aim to create not just a tourism offering, but a replicable blueprint for rural revival through MICE.
Chapter V – The Future is Ancestral
As interest in authentic, sustainable tourism explodes across Europe, King Travel stands at the frontier of a new vision: a slow, intentional tourism model. A decentralized, community-based economic ecosystem. A cultural revival with transnational relevance. Jiu Valley is where the movement finds its spiritual and strategic center. Step into Jiu Valley headquarter for a live experience organized by King Travel, guided by Daniel Roșca and supported by leaders of Romania’s agro-cultural renaissance. Eat tradition. Drink heritage. Live authenticity. Welcome to the Blue Ocean. It begins where the road ends.
Brâncuși home, OLTENIA, Hobitza.
If you are a tourism management expert, MICE consultant, destination planner, academic, or culinary heritage advocate — this is your moment. Join us at the “First Farmers of the World” Conference in Craiova, Octomber 2025. See also our entire coulinary journey 🐖🐄🐑🍷🫐 Flavours of Transylvania Coulinary Journey.