site.btaShare of Bulgarian Holidaymakers Up 21% after Domestic Tourism Promotion Campaign

Share of Bulgarian Holidaymakers Up 21% after Domestic Tourism Promotion Campaign

Sofia, December 4 (BTA) - A campaign promoting domestic tourism held between November 2014 and August 2015 contributed to the seasonal diversification of trips and increased awareness of Bulgaria as a year-round destination. The campaign created a permanent positive attitude to the country as a tourist destination and influenced intentions to travel in Bulgaria over the next 12 months. This is revealed in the final report of the team implementing the project funded under Operational Programme Regional Development 2007-2013, which was presented Friday by the team manager, Bozhidara Mihailova, at a BTA-hosted news conference.

The share of holidaymakers in Bulgaria in the last 12 months has increased by 21 per cent to 3,048,000 persons. The campaign has raised awareness of 50 barely known tourist sites (14.4 per cent growth) and provoked interest in concrete destinations in Bulgaria. The share of Bulgarians interested in going on a holiday to specific destinations has increased to 62 per cent. The campaign has also visibly contributed to the seasonal diversification of demand as the number of people who have travelled in Bulgaria off-season in the last 12 months has grown.

Data of the National Statistical Institute show that the number of overnights of Bulgarians has increased in the last 12 months.

The project titled "Communication Campaign to Promote Domestic Tourism in Bulgaria" was worth some 3 million leva. It included TV shows, spots, media stories, outdoor and internet advertising. An analysis showed the campaign was different and recognizable, and at six leva the cost per one attracted tourist compared to the funds invested was three times less than than the average cost (17 leva) shown by market studies in Sweden, Ukraine, Russia, Poland and Germany.