site.btaMedia Representatives: Media Are Mirror Showing Situation in Tourism As It Is

Speaking at a BTA-organized forum on tourism here on Friday, Bulgarian National Radio Director General Milen Mitev said that everything can be presented in two ways: both positively and negatively. He gave the example of headlines related to the value added tax for the tourism industry. In one of the two cases he presented, one headline provoked a negative reaction in the reader, while the other caused a positive one. The fact that the prices of goods and services are rising is, after all, a natural process, said Mitev.

He pointed out that the media is called to present the truth, but it matters a lot how this happens. Mitev also said that lately, only headlines are read; they influence public opinion and the media should approach responsibly. "The tourism business is the face of our country to the world and that makes our responsibility greater. It is a representation of Bulgaria and - an advertisement of the country we live in," Mitev said. "There has long been a consensus that we should concentrate on the quality on offer," he added, pointing out that a satisfied tourist is very likely to return to the place they liked, as opposed to a dissatisfied one. All those involved in tourism can also support each other, the BNR Director General said. "The tourism business is the face of our country to the world and that makes our responsibility greater. It is a representation of Bulgaria and - an advertisement of the country we live in," Mitev said. He called on the representatives of the tourism industry to look for the media actively, because they cannot be everywhere. The media will respond whenever something new is achieved or a new investment is made, he specified. In the discussion, Mitev also pointed out that a national radio survey has shown that contrary to the general expectation of bad news, it turns out that people want more good news. "Such news will also help us as a media," he said.

Anton Andonov, a member of the Bulgarian National Television Board, said there is a lot of sense in discussions like Friday's, but they need to be more frequent and more timely. He pointed out that besides the different approach and point of view in the presentation of the topics, it is important to talk about building relationships so that everyone understands each other better. "We all have our mistakes, but if we talk more often and more, we can also achieve more," he said. He expressed agreement with what the caretaker Tourism Minister had said earlier inthe forum: "we should look at the tourism product as something that offers better quality for its price." Andonov proposed "It's Worth a Try" as a slogan for the upcoming winter season.

He further commented that there are no specifically profiled portfolios for tourism in the media, which is an important sector in the country. He pointed to the TV series "Vina" as a good example of advertising, which sparked tourist itineraries following in the "footsteps of the series" and raised the level of tourism in Sandanski (Southern Bulgaria). "This is one of the ways to find the right path," Andonov said, adding that non-traditional approaches should be sought to attract tourists.

"The best place is where there is a holiday," Mitev said, quoting the words of BTA Director General Kiril Valchev in an interview, adding, "Use holidays to promote regions."

bTV producer Dimitar Anestev pointed out that sometimes the industry is angry with journalists for overexposing the black and negative. "These are not our fixations - we are a mirror and show the situation as it is," he said. "We provide information and it has to be honest, it has to engender trust in people. If we don't pay attention to that, people stop trusting us. That's why we stick to the truth and provide balanced, honest information, do fact checking. We also try to show innovation in the industry and people's desire for a particular industry. But lately people not only want information about attractions, scenery but they also demand information about experiences," he added. Anestev also said that the attraction of world stars in concerts also affects the demand and prices of the sites. "We will strive to reflect what is happening and listen to our viewers as constructive criticism, which you should also take into view," Anestev added. 

Alexander Raykov from Nova TV also gave advice to local authorities and business people: to be more active than the disgruntled tourists who go to the media. "Go to the media more often with good news and we cannot bypass them," he said. Raykov added that when there is no dialogue, problems escalate. "Make it so that we devote airtime to tourism," he said, and appealed not to use the media as a mediator in the battle against VAT, because it depends on whether this topic will be the main message in the news.

Gabriela Naplatanova, a member of the Council for Electronic Media (CEM), said that conditions must be created for the media to do its job objectively and impartially. It is good to encourage responsible writing - with verified facts and opportunities for all sides to speak, she argued. She noted that some of the negative news comes from social networks and gets a platform in traditional media. "Traditional media are not an adversary but a partner, their work is based on editorial policy. We should respect their work and promote good examples in journalism," she said.

Friday's forum in Banya was organized by BTA in partnership with the Bulgarian Union of Balneology and Spa Tourism (BUBSPA). It was the sixth edition of BTA's tourism forums held twice every year at the beginning of the summer and winter tourist seasons to discuss the messages in the presentation of tourism in Bulgaria in the coming season with representatives of state and municipal institutions, the tourism business, NGOs, scientists and experts. The list of participants Friday's forum included caretaker Minister of Tourism Evtim Miloshev, Deputy Tourism Minister Irena Georgieva, the President’s advisor for environment, Rossitsa Karamfilova-Blagova, BTA Director General Kiril Valchev, BUBSPA Ambassador Meglena Plugchieva, BUBSPA Secretary General Tsvetina Ivanova, local mayors, rectors and representatives of three universities, hotel and restaurant businesses.