site.btaBulgarian Spa Tourism Ambassador: There Is Lot of Hard Work to Be Done to Improve Bulgaria's Image as Tourist Destination

Meglena Plugchieva, the ambassador of the Bulgarian Union of Balneology and Spa Tourism and a former Ambassador to Germany, Switzerland and Montenegro, believes there is a lot of work to be done to improve Bulgaria's image as a tourist destination. In her remarks at a BTA-organized forum Friday discussing the messages for the new tourist season, she called against thinking of Bulgarian tourism solely in terms of its sea but try to advertise all of the tourist assets of the country and project it as a year-round destination.  

"Bulgaria is a treasure trove that should be presented with all its diversity - climate tourism, health tourism, balneo, spa, sports, rafting, everything else that we have to offer. The trend in Europe at the moment is prevention and preventive health services, especially after the COVID pandemic. Albena offers treatment for post-COVID syndrome. Has anybody heard or anybody mentioned in the news media that Albena offers mud baths and treatments here?," she said. 

As a former ambassador, she had one piece of advice for the news media and the local tourist sector: "try to put yourself in the shoes of foreign tourists and see how Bulgaria looks from the outside. We don't look good," she said.

"First, the political instability is impacting adversely Bulgaria's image and the focus on bad news in the media makes the situation most unfavourable. Not only are we little known: what are known for, is not some positive image and the assets the country has. There is an uphill task, despite the difficult situation in Bulgaria and across Europe, to build a positive image for Bulgarian tourism," she said.

Plugchieva argued that it is very important to build trust in Bulgaria. "Albania was a hit on the tourist market last year and we should be able to do that as well. Montenegro, which is a very small country, is better known than Bulgaria."

She quoted a Bavarian businessman as saying that Bulgarians are world champions in failing to advertise the tourist assets they have to offer.

She believes that the news media can change that. "They can make politicians bring about the needed change by asking each how they will help improve the image of the country."

She called on avoiding focusing on sea resorts and summer tourism, but also think of Bulgaria's mountains, mineral water, spa tourism, health tourism, and project this country as a year-round destination.

The other participants in the discussion applauded her.