Flavia Matei was born and raised in Oradea, Romania. Though she is not Jewish, she has had a deep love for Jewish culture since her teenaged years, when she first learned about the Jewish history of Oradea and began immersing herself in books, articles, travels, and conversations to learn more. She completed a Masters Degree in Cultural Heritage and Jewish Studies at Central European University, with a dissertation titled “The Art Nouveau Palaces of Oradea: A Jewish Innovation of Yesterday, a Common Heritage of Today.” Flavia now works as a travel guide specializing in the Jewish heritage of Oradea and Budapest. In this personal essay, she describes her strong belief that cultural tourism can be a powerful tool to teach, educate, and transform people’s lives.
(The cover picture shows the art nouveau Black Eagle arcade in Oradea, designed by the Jewish architects Marcell Komor and Dezső Jakab and built 1907-8.)
Discover and Connect: How Tourism can make a Difference
By Flavia Matei
Originally posted February 17, 2025
Despite the fact that Jews have been living in Oradea for centuries, their history and legacy remain largely unknown to the general public and often fall victim to unfounded stereotypes. Moreover, in recent years, the evidence of rising anti-Semitism in Europe has become impossible to neglect.
I’ve always loved sharing my passion for Jewish culture, whether with family, friends, or even strangers. As a tour guide, I’m passionate about sharing these fascinating stories with locals and visitors alike, which is why I created a general walking tour of the city as well as a special Jewish heritage walk. On these walks I get to talk about everything from the simple beauty of buildings to the more challenging history of the Holocaust, reaching people who may not have encountered these topics or visited a synagogue before.
Oradea is famous for its extraordinary complex of art nouveau buildings, encompassing mansions, banks, public and commercial buildings, and even a spectacular shopping arcade, the Black Eagle.
Many of their architects and/or proprietors were Jewish. I carried out extensive research on these places for my Masters dissertation, and my concept of walking tours blends history, daily life, and the personal stories behind the buildings, inviting visitors to explore the city in a new and exciting way. I want to increase awareness of the role played by Jews in the design and building of these structures but also to educate visitors, helping to prevent antisemitism by providing insight into the Jewish community. And it’s always moving to see how visitors react with sympathy and interest as they uncover these lesser-known aspects of Oradea’s past.
In Budapest, too, I offer tours that not only explore the rich Jewish heritage but also provide a platform for dialogue and reflection. Particularly on my tours of Budapest’s 7th district, the city’s downtown Jewish quarter, I’ve had the chance to meet people from all over the world, as Budapest by now is a must-see European destination, with the Dohány St. Synagogue (the largest in Europe) and the Jewish quarter topping many tourists’ bucket lists. Many of my visitors had never stepped into a synagogue, read a book about Jewish culture, or met a Jewish person.
My experience in both Budapest and Oradea has taught me that tourism is a powerful tool for education and inspiration. In both cities I realized that my tours could be a unique chance for visitors to learn something new and have sought to organize them in ways that helped them discover, ask questions, and leave with a deeper curiosity about Jewish history.
My visitors come from all walks of life, everyone from schoolchildren to CEOs, or just people looking to have guidance when visiting a new place. The group I’m guiding can often be very diverse, some with Jewish backgrounds and others who’ve never heard the word Ashkenazi or Sephardic. The tourists’ backgrounds play a crucial role in the manner in which a tour is conducted, and what language is used.
In Oradea, Romanian tourists often don’t know much about the buildings’ Jewish connections or the impact of the Holocaust, while visitors coming from Israel, especially those with family ties to the city, typically have a basic understanding. Knowing the tourists’ backgrounds helps me tailor the tour to better meet their needs and at the same time make the experience more engaging for everyone.
I had the incredible opportunity to meet a man from New York during one of my tours in Budapest. When he was a child, he was held in the Bergen-Belsen concentration camp and later escaped to Switzerland. His presence and story during the tour had a profound impact on everyone in the group. He was so touched and happy to share his experiences, and at the end of the tour, my other guests gathered around him, eager to ask more questions and hear more about his life. It was a truly unforgettable moment. Another time, a lady who was born in the Bergen-Belsen concentration camp was on a tour, and one member on another tour was the grandson of one of the “Monuments Men” who helped save stolen art during WWII. Stories like these, and the chance to witness the emotional connections and learning that happen during these tours, are truly life-changing for everyone involved.I’ll never forget one woman from Romania telling me, “Flavia, when I go back home, I’ll visit the synagogue in our city.”
I could go on with many more stories, but every encounter leaves a lasting mark on my guests – and on me! The feedback I’ve received has shown me that tourism can be more than just fun facts—it can create connections between Jews and non-Jews and make Jewish history accessible and meaningful to everyone.
Whether in Oradea or Budapest, my goal is the same: through walking tours, I aim to share untold stories, break down stereotypes, and help people connect through the shared history of these places. Through these tours, I’ve witnessed the profound impact that learning through travel can have on people’s understanding of Jewish culture, and I believe it is a tool that can be used to break down barriers and build connections. These walking tours are not just a way to spend time: they are a chance to learn, think, and connect with others. In a world where misunderstandings and cultural differences often lead to prejudice, tourism can help bring people together and build more understanding, empathy, and respect.
I strongly believe that education, both through academia and tourism offers a crucial avenue for gaining a deeper understanding of this community and its impact on our society. I am convinced that it is possible to use tourism, even the tourism industry, to improve public education. It’s about more than just landmarks—it’s about building connections and fighting prejudice along the way.
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Oradea native Flavia Matei is a tour guide in Oradea and Budapest. She holds a masters degree in Cultural Heritage and Jewish Studies from Central European University, with a dissertation titled “The Art Nouveau Palaces of Oradea: A Jewish Innovation of Yesterday, a Common Heritage of Today.” You can contact her at [email protected] or follow her Instagram
