site.btaUPDATED Government Officials, Tourist Business Representatives and Experts Discuss 2024 Brand Bulgaria in Tourism

A Sofia forum Tuesday has brought together representatives of the government, the tourist business and experts to discuss the 2024 Bulgarian tourism brand. The focus is on Bulgarian culture and tourism and the image of the country in national and international communication.

The event is organized by the National Tourism Board, the Cultural Heritage Society, and the Bulgarian media outlet Standard News, in partnership with the Tourism Ministry, the Culture Ministry and the Bulgarian Industrial Association.

Tourism Minister Zaritza Dinkova and Culture Minister Krastyu Krastev were invited to participate in the discussion. The forum will be attended by representatives of the legislative and local authorities, academia, NGOs and the media. 

Following is a takeaway from the discussion.

National Tourism Board Executive Director Polina Karastoyanova: In the past 20 years, our efforts have been aimed at this day when Brand Bulgaria is one of the three key priorities of this country, among with accession to the eurozone and Schengen. A Chinese proverb says: "The best time to plant a tree was 20 years ago. The second best time is now. We need to make Brand Bulgaria a national goal: a big and beautiful goal, motivating and inspiring, uniting, driving the society forward and a source of pride for all Bulgarians.

Tourism Minister Zaritsa Dinkova: When we raise the standards of Bulgarian people, create a sustainable and successful economy, which is the main goal, then we will have a successful national brand and we wouldn't find ourselves wondering why after ten years and hefty funding for branding, there is no tangible effect. Having an image that plays on the sun and the rose is meaningful because Bulgaria is a sunny country and is a leading rose oil producer in a sector that is traditional. But I believe that we need to work together for the content - not for the image. Branding needs to be approached with a view to competition and competition nowadays is fierce, based on innovation and very fast. It also gets more regional, which means that in addition to the national brand we also need to get thinking about regional and city brands.

Parliamentary tourism committee Erten Anissova: I will propose a joint meeting of several parliamentary committees - of tourism, of culture, of interaction with the civil society, of youth and sport - to discuss all proposals made at this discussion, so that it can be followed by action. Mayors will also be invited. Inter-agency dialogue on these matters should continue in Parliament and I will make sure this happens. I believe that Brand Bulgaria should include the recognizable symbols - those that will leave a lasting memory of Bulgaria among tourists: the Bulgarian rose, the embroideries and carpets, Thracian treasures and sacred places, the old recipes of the various ethnic groups in Bulgaria, and the unique wines. This image of Bulgaria can be created and advertised through the joint efforts of us all, and to make this happen, we need legislative changes and interaction among the state institutions. 

Culture Minister Krastyu Krastev: My dream is for Bulgaria to be a symbol, a beautiful metaphor, where we can feel in a unique way, a territory with a mysterious and mystical history, with myths and legends, whose roots are deep in the past, which does not hesitate to meet the future. The riches of the ancient and modern Bulgaria are endless. That is why I believe that my dream is getting closer to reality. This country is a territory where one can easily reach the magical Rhodopes, immerse in the Thracian mysteries, touch the sky above the Roman theatre in Plovdiv, listen to the stories about Tsarevets, to touch the waves of the Black Sea, to be dazzled by the snow of the endless mountain ranges, to taste the sweetness and healing power of the mineral springs. 

Deputy Economy Minister Nikolay Pavlov: Brand Bulgaria is a collection of different elements - tradition, history, economy. That is why it is important to work together. The Ministry of Economy and Industry is part of the working group at the Council of Ministers on the topic of the tourist brand and pointed out that the ministry is working to project an image of Bulgaria as a place with sustainable economic development, which presents, along with the traditional economic sectors, the new face of its economy with the ambition to be an innovation and logistics hub, a place where innovations are created, which gives great competitive advantages and thanks to its geostrategic location, which would attract investment precisely in the new technologies.

Bulgarian Industrial Association (BIA) Deputy Chair Maria Mincheva: According to a BIA analysis, the contribution of the tourism sector to GDP in 2022 was over BGN 2.8 billion. Over 300,000 people are employed in the sector and about 1 million are employed in related services. 28% of the country's employees are employed in the services and tourism sectors, which shows that tourism is one of the strategic sectors in our economy and has untapped potential. We need to put aside the negative talk and media campaigns about how bad the Bulgarian Black Sea coast is and focus more on our country's opportunities in tourism.

Archaeologist Vassil Nikolov from the National Archaeological Institute with Museum with the Bulgarian Academy of Sciences: This country's archaeological heritage is not used, but could be an important element for the "Brand Bulgaria" puzzle. Bulgaria ranks third in Europe in archaeological monuments, after Italy and Greece. I have spoken over the last 20 years about the need to have archaeological monuments that are valued as opportunities for scientific purposes and as opportunities for socialisation and use in domestic and international tourism. 

Slavka Bozukova, Editor-in-Chief of Standard News and Chairperson of the Cultural Heritage Society: After three years of work on the cause for Brand Bulgaria, after three international forums, ten regional forums, Brand Bulgaria is no longer a figment of our imagination, and has very tangible shape in the words of Deputy Prime Minister and Foreign Minister Maria Gabriel, who listed it as one of the priorities for the Cabinet. Brand Bulgaria has a vision for the future, which means the implementation of a broad debate on the topic. Brand Bulgaria cannot fit into one billboard. Brand Bulgaria is not just a beach, or skiing, or artefacts, reenactments, gold medals, not even high tech. Brand Bulgaria is the Bulgarian dream that we want to realize. Brand Bulgaria brings together all generations - from gifted children to our ancestors who made the Bulgarian history.